MKT/574 v1
Part B: Marketing Data Analysis : Otisha Baugh
Internal Data
Source
What it Measures
Data
Potential Usage
Financial data
Financial data
measures the total
costs incurred by the
firm in marketing and
impacts of marketing
on total revenue
generated from sales
of products.
The financial reports,
which includes cash
flow reports, a budget
and production reports
(Kumar & Stewart,
2021).
The financial report
helps the
management
monitor flow of cash
in and out of
company. It also
enables the
company to manage
prices and keep
high profit margins
through its
marketing strategies
(Kumar & Stewart,
2021, 2021).
Customer’s data
The customer
experiences regarding
the company’s
products in the market.
Consumer’s feedback
and survey’s report
The information
gained from
consumer feedback
can be used to
evaluate brand
value and help
develop marketing
ideas (De et al.,
2018).
Human resource data
Human resource
collects data that help
in analyzing company’s
workforce.
The data entails
employee’s survey’s,
vacation days, and
demographics (De et
al., 2018).
HR data can be
used to promote
company’s brand
using workers data
for transparency
and value addition
(De et al., 2018).
Secondary Data
Source
Public sources, e.g.,
U.S Bureau of
Economic Analysis
What it Measures
Data
Potential Usage
Public sources
published data about
consumers, customers,
and demographic
distribution.
The U.S Bureau of
Economic Analysis post
data regarding
economic indicators for
The data helps the
company predicts
changes in the
economy, which
might influence its
sales and marketing
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Strategic Marketing Plan
MKT/574 v1
Page 2 of 4
Source
What it Measures
Data
Potential Usage
the economy and
specific industries
strategies (Dekimpe
& Deleersnyder,
2021).
Government statistics
The measures include
the wealth distribution
of the country as well
as population, and
international trade
metric (Omar, 2017).
population distribution,
production statistics,
family expenditure, and
import/export data.
The data sets
collected from
government
database helps in
planning production
capacity, identifying
target market, and
developing
strategies for
international market
penetration (Omar,
2017).
Commercial Sites, e.g.
media houses, Ipsos
(Omar, 2017).
The marketing
research constitutes of
consumer’s information
collected from wide
range content
Data includes market
research reports,
consumer spending
habits, and income
levels.
Data from marketing
research is very
useful for the
company as it helps
in developing
marketing strategies
as well as manage
marketing
resources.
Primary Data
Source
What it Measures
Data
Potential Usage
Surveys
Geographical
responses regarding
companies’ products.
Qualitative
The survey can be
used to measure
product acceptability
in the market.
Interviews
Purchasing decisions,
consumer preferences,
and new product ideas
(The Hartford, 2021).
Qualitative
Used to identify
consumer needs in
the market. The
data can also help
in new product
development (The
Hartford, 2021).
Direct mail
Questionnaires
Consumer’s feedback
regarding their
Qualitative
The data helps the
company grow
measure its brand
Copyright 2020 by University of Phoenix. All rights reserved.
Strategic Marketing Plan
MKT/574 v1
Page 3 of 4
Source
What it Measures
Data
satisfaction with
company’s products
Potential Usage
equity through
customer feedback
(The Hartford,
2021).
Customer Relationship Management
.
CRM Touchpoint
Purpose & CRM
Objective
Data
Potential Data
Usage
Referral’s data
The purpose of having
a referral database is
to have a better
understanding of
customer and to attract
more customers
Track conversion and
referral share rates
The information can
be used in social
media marketing,
and personalized
interactions with
brand ambassadors.
Quantitative data
The company keep
quantitative data such
as previous customer
purchases, to
determine customer
interaction with
products and services
(Park et al., 2021).
Consumer interactions
with company’s
website, consumer
purchase history, and
number of products
viewed
The information
gathered can be
used in target
marketing by the
company. Also, the
organization can
use the consumer
behavior to create
an accurate
customer’s journey
maps used in
marketing strategies
(Park et al.,2021).
Qualitative data
The data captures
consumer sentiments
regarding company
products. The primary
objective is to identify
brand perception,
attitude, and
knowledge among
consumers (Park et al.,
2021).
Social media sentiment
data
Qualitative data is
crucial in
determining brand
perception in the
market, which help
in development of
marketing strategies
(Park et al., 2021).
Feedback from social
media polls and
monitoring tools
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Strategic Marketing Plan
MKT/574 v1
Page 4 of 4
References
De, P. P., Tilburg, S. V., & Holthof, C. (2018). Digital marketing strategies, online reviews and hotel
performance. International Journal of Hospitality Management, 47-55.
https://www.tarjomefa.com/wp-content/uploads/2018/10/F1131-TarjomeFa-English.pdf
Dekimpe, M. G., & Deleersnyder, B. (2018). Business cycle research in marketing: a review and research
agenda. Journal of the Academy of Marketing Science, 46(1), 31-58.
https://link.springer.com/article/10.1007/s11747-017-0542-9
Kumar, V., & Stewart, D. W. (2021). An integrative framework for marketing accountability of marketing
and nonmarketing outcomes. In Marketing Accountability for Marketing and Non-marketing
Outcomes. Emerald Publishing Limited.
https://www.emerald.com/insight/content/doi/10.1108/S1548-643520210000018001/full/html
Park, E., Kwon, J., Chae, B., & Kim., S.-B. (2021). What are the salient and memorable green-restaurant
attributes? Capturing customer perceptions from user-generated content. SAGE Open, 11(3),
21582440211031546. https://journals.sagepub.com/doi/pdf/10.1177/21582440211031546
Omar, A. A. (2017). Extensive knowledge in marketing management. Economic and Social Development:
Book of Proceedings, 314-321. https://www.researchgate.net/profile/Tatjana-DragicevicRadicevic/publication/342926893_ECONOMIC_GROWTH_AND_DEVELOPMENT4_WHEEL_MODEL_WITH_SPECIAL_EMPHASIS_ON_INVESTMENT_IN_HUMAN_CAPITAL_A
ND_TECHNOLOGICAL_INNOVATION/links/5f0e11b0299bf1e548b49ad7/ECONOMICGROWTH-AND-DEVELOPMENT-4-WHEEL-MODEL-WITH-SPECIAL-EMPHASIS-ONINVESTMENT-IN-HUMAN-CAPITAL-AND-TECHNOLOGICAL-INNOVATION.pdf#page=324
The Hartford. (2021, October 12). Business owners playbook. https://www.thehartford.com/businessinsurance/strategy/market-research/primary-second-research
Copyright 2020 by University of Phoenix. All rights reserved.
1
Strategic Market Plan Part A: Johnson and Johnson
Otisha Baugh
Marketing: Social, Mobile, & Analytics
Dr. Tina White Potter
October 4, 2021
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Company Description
a) Mission Statement
Our mission originates from a belief that the community, employees, and consumers are equally
important.
b) Vision Statement
To help people see better, connect better, and live better.
c) Product Line Description
The Johnson and Johnson company (J&J) has categorized its product into three groups.
According to Johnson and Johnson (n.d), the consumer health products such as self-care offer
various non-medicated and medicated solutions across major categories such as antacids,
antidiarrheal, pain relief, nasal decongestants, and smoking cessation. Other consumer health
products are skincare, including cleansers, moisturizers, sunscreens, personalized skin health
evaluation, and essential health products. The second category includes medical devices. The
company collaborates with other companies and uses its expertise in interventional solutions,
vision, orthopedic, and surgery to develop patient and physician-centered solutions and products.
The last group of pharmaceutical products are where the Janssen Pharmaceutical Companies
from Johnson and Johnson developed medicine to tackle the most complex and devastating
illnesses of our time.
d) Company Information
Edward Wood Johnson, Robert Wood Johnson, and James Wood Johnson formed Johnson
and Johnson in 1886 to keep people well at every stage and age of life. The company aims to
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keep communities healthy and increase affordability and accessibility of health care. The
company has over two hundred and fifty subsidiaries operating in sixty countries and sells its
products in over a hundred and seventy-five countries. Additionally, it has over one hundred and
thirty thousand employees worldwide, and by 2020, its assets were valued at 170.69 billion
dollars and growing, while its revenue was 82.584 billion dollars (Tanha, 2021).
Environmental Analysis
Competitive Forces
Carr (2020) reports that J&J has various competitors in their three product categories:
medical devices, consumer segments, and pharmaceuticals. The company competes with Bristol
Myer Squibb, Merck, and Pfizer in the biotech industry for pharmaceutical medications
associated with neuroscience, infectious diseases, and immunology. J&J has the highest market
value and pharmaceutical revenues and the lowest research and development to sales ratio. The
company also competes with Abbot and Medtronic in the medical devices category. Here,
Medtronic is the largest medical device distributor with a revenue of 28.28 billion dollars in 2019
compared to 25.9 billion dollars of J&J. Abbot generated 12.2 billion dollars that year (Carr,
2020). Lastly, J&J directly competes with Unilever and Proctor and Gamble (PG) in the
consumer segment. According to Carr (2020), the companies overlap in personal care and beauty
products. He further adds that Unilever is the largest market player with a market share of fortyfive percent, followed by PG with a market share of thirty-one percent, and J&J with twenty-four
percent.
According to Carr (2020), the key competitive advantage that J&J has over its
competitors in the pharmaceutical segment is its diversification. Its research and development to
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sales ratio is low because it has other revenue categories, hence funding its projects. Despite
being the second-largest player in the medical devices segment, their atrial fibrillation devices
have helped it grow. Its competitive advantage in the consumer segment is that it focuses on
natural shampoos and is attempting to hit a market that appreciates sustainability and natural
ingredients, which many people prefer nowadays (Carr, 2020).
Economic Forces
Some of the economic factors that have affected J&J include interest rates, inflation, and
unemployment. Carr (2020) explains that as the COVID 19 pandemic hit the country, the rate of
unemployed increased, affecting the consumer category as many customers having financial
constraints will shift to cheaper brands that achieve the same result. Moreover, interest rates have
been low during the pandemic, and increasing interest rates will not affect J&J significantly
because it has a small debt compared to its free cash flows. However, the high interest rates will
affect institutional investors shifting to fixed income markets from equity markets, affecting total
investments (Carr, 2020).
Political Forces
Political status and government stability in any market affect the development of a
company. Also, government intervention is a crucial factor in the prediction of profit and growth
of any sector. J&J operates in many countries. The political state includes the risk of military
invasion, trade tariffs and regulation, taxation, favored trading partners, wage legislation, and
corruption levels. For instance, Johnson and Johnson has an anti-corruption policy and expects
that entrusted powers adhere to responsible business practices, governance, and integrity
(Johnson & Johnson, n.d).
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Legal, Regulatory and Ethical Issues
Some of the legal factors include antitrust laws in drug manufacturers, consumer
protection laws, health and safety laws, patent and copyright laws. In J&J’s case, the company
has had an exemplary reputation concerning its ethical behavior, especially after the 1982
Tylenol cyanide poisoning in Chicago that left seven people dead. Years later, some legal and
ethical issues have arisen. They include ineffective and slow responses to several issues about
insufficient quality control in some manufacturing plants and inefficient, reluctant and slow
responses to the increasing Food and Drug Administration (FDA) and customer complaints
(Stewart & Paine, 2012). Johnson and Johnson failed to protect its stakeholders and customers
from questionable marketing and defective products, and as a result, it lost its trust with
consumers and damaged its reputation.
Technological Forces
Technology disrupts all industries very fast, mainly because it transforms quickly without
the players having the opportunity to adapt to the changes. According to Fern Fort University
(n.d), a company should conduct its technical analysis and how fast they disrupt the industry.
Technological factors affecting J&J include the technological diffusion rate, technology's effect
on the product, the technology's impact on drug manufacturers' cost structure, and the health
sector's value chain structure. Recent developments in technology by competitors will also affect
J&J since they will be more productive.
Social Forces
Society's culture affects the organizational culture. People's shared attitudes and beliefs
play a significant part in how J&J’s marketers understand consumers of a particular market and
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their advertisement design. According to Fern Fort University (n.d), social factors that may affect
J&J include education standards, population’s skill levels, power, class structure, and culture.
Current Target Markets
Bhasin (2019) explains that J&J has considered behavioral, geographic, and demographic
factors to seek its customers. The company targets young parents through Johnson’s baby care
products by presenting itself as a gentle, warm, and safe creation for children. Through
Johnson’s clean and strong brand, it also targets teen girls, promoting that attractiveness
originates from one’s contentment of their skin. J&J also targets adults by offering several
beauty products that are perfect for all skin types. Bhasin (2019) also explains that J&J has the
Neutrogena brand under the psychographic segmentation, which markets itself as dermatologists
recommended it for customers seeking expert advice about skincare.
Review Current Marketing
J&J’s market share in the baby care market worldwide was approximately 21.3 percent in
2017. Its sales decreased by 7.2 percent in 2016 to two billion dollars and a 2.7 percent
operational decline in the U.S market (Bhasin, 2019). Stiff competition is hindering the evolution
of Johnson baby products. Bhasin (2019) reports that Aveeno baby products have reported strong
sales since parents prefer baby products with natural ingredients. On the other hand, Unilever has
launched baby products with the Dove brand. Also, the Neutrogena brand’s good performance
caused an increase in sales in 2016 by 7.9 percent to 3.9 billion dollars (Bhasin, 2019).
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SWOT Analysis
Strengths
According to Bhasin (2019), J&J has several strengths, including strategic mergers and
acquisitions. The company has developed a pool of operational and technological advancement
by merging and acquiring pharmaceutical firms such as Scios, thus company growth.
Additionally, J&J has a comprehensive brand portfolio which is advantageous. It has a strong
existence within its product segments, and in those product segments, it has a large number of
brands and assortment, which customers can choose from. As a result, the company has high
market visibility. Other strengths include a robust and extensive distribution chain, trusted brand,
largest health care providers, and brand equity.
Weaknesses
Bhasin (2019) lists litigation as one of J&J’s weaknesses. Throughout 2010, the company
faced a lawsuit because it used the Red Cross symbol. Such cases ruin the brand image. Conflict
with partner companies is also another weakness. Many partner companies and extensive product
portfolios can negatively affect the operations (Bhasin, 2019). Other drawbacks include
dependence on small-molecule drugs and reliance on the success of its product launch.
Opportunities
J&J is in a place where it can strategically develop many cross-selling opportunities. It
can increase its profits by maximizing the balance between its product categories (Bhasin, 2019).
Additionally, the company can exploit the biologics market to its portfolio when small molecule
patents expire, thus creating growth. Since there have been increased concerns over medical and
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health issues due to changing lifestyles, J&J will benefit from a consequent increase in demand
for medical products.
Threats
Customers have found harmful ingredients in J&J’s products many times, and the United
States and other countries have banned such ingredients. Bhasin (2019) reports that the
continuous fights have damaged J&J’s image. Product recalls of over forty medicines have also
affected the company’s integrity, competence, and reputation. According to Bhasin (2019), other
threats include stiff competition due to the solid global competing firms and small players
manufacturing generic products, thus affecting the company. It is also important to note that
government regulatory norms from various countries over imports and export tariffs and contents
may affect the company’s success.
Marketing Objectives
According to Bhasin (2019), J&J aims to diversify and include its business methods by
promoting the culture of belonging where minds combine to release potential from a mix of
people. The company also aims to use its unique backgrounds and experiences to create solutions
for a healthier population.
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References
Bhasin, H. (2019, April 15). SWOT analysis of Johnson and Johnson - J & J SWOT.
Marketing91. Retrieved October 2, 2021, from https://www.marketing91.com/swotanalysis-of-johnson-and-johnson/
Bhasin, H. (2019, May 29). Marketing strategy of Johnson and Johnson. Marketing91.
Retrieved October 2, 2021, from https://www.marketing91.com/marketing-strategy-ofjohnson-and-johnson/#Segmentation-targeting-positioning-in-the-Marketing-strategy-ofJohnson-and-Johnson
Carr, M. (2020, November 7). Johnson & Johnson. The University of
Iowa. https://www.biz.uiowa.edu/henry/download/f20_JNJ.pdf
Fern Fort University. (n.d.). Johnson & Johnson PESTEL / PEST & environment
Analysis[Strategy]. Retrieved October 2, 2021, from https://fernfortuniversity.com/termpapers/pestel/nyse4/1838-johnson---johnson.php
Johnson and Johnson. (n.d.). Products. Content Lab U.S. Retrieved October 2, 2021,
from https://www.jnj.com/healthcare-products.
Stewart, K. L., & Paine, W. S. (2012). Johnson & Johnson: An ethical analysis of broken
trust. Journal of Academic and Business Ethics, 5(7), 1-10.
Tanha, B. (2021, March 13). Johnson & Johnson slogan, mission, and vision statements: An
extensive review. Visionary BusinessPerson. Retrieved October 2, 2021,
from https://visionarybusinessperson.com/johnson-and-johnson-mission-statement/
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