MKT/574 v1 Strategic Marketing Plan Part B: Marketing Data Analysis (Due in Wk. 4) Internal Data Evaluate internal sources of information available to you inside the organization and what information you will receive from each source. Identify 3-6 sources of internal data. Insert or remove rows as needed. Source What it Measures Data Potential Usage Example: Sales data Monthly sales by specific product Average sales that month in US dollars for each of 10 products. Data can be segmented by business and consumer markets. Can be used for trend analysis, projections, and to measure effectiveness of promotions. Customers’ data Basic information regarding the customers of the company. Most of the Nike company customers are aged 15-45 years (Oberoi, 2020). These people like being fashionable. It can also include the customers’ tastes and preferences. This data can be used to determine the products to be produced depending on the customers’ tastes and preferences to ensure customer satisfaction is achieved. Operational trends Determined data regarding the operations trends, such as safety first, getting mobilized, and elevating employee experience, adopted by the company. Nike is adopting the use of celebrity endorsements in marketing and is investing in incorporating technology in production. This information can be used by management to determine the operational trends that need to be assimilated in the organization. Results from surveys Provides informatio ...
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