Market Portfolio: Importance of Market Research, Competition, PESTEL, SWOT, Segmentation, Targeting, Positioning, and Brand Management

This market portfolio discusses the importance of market research, competition, PESTEL, SWOT, segmentation, targeting, positioning, and brand management in achieving success in the market. It emphasizes the need for a clear plan and internal research to achieve set goals and objectives. The portfolio also provides examples and insights on how to avoid failure and improve the industry.

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MARKET PORTFOLIO
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Market portfolio
Market research
When it comes to making a clearly defined market plan, a lot of things need to be put into
serious consideration one of them and the most important being market research. Preparation is
key for any company yearning for success. There is no vision without a clear plan accompanied
by internal research. The plan is an arrangement or rather a protocol of how things ought to be
done. Market research has helped many companies to conduct their activities well. There is no
achievement without a clear definition of what is to be done to achieve a set goal or a target.
As most people know, many companies base their outcome of the year by the end of the
year. What we get to see is whether they have earned or lost. Whether it is a gain or a loss. A
market research is what remains to be proof of the set objectives and strategies throughout the
year. This is why it is very easy to know who has been working smart through the whole year
and who has been lazying around, it all lies in the question of what was the research?
(Mummalaneni, 2014, p.44)
With research, first and foremost, one is able to clearly know what they are working
towards. What is their goal? What do they want at the end of the day? So clearly, the research is
the guideline as to the next step. For example, a carpet cleaning company. We know that for
such, there has to be so much competition that each has to outdo the other. One company may
decide to go with aftersale services while another may decide to use a special detergent. It all
depends on their research. At the end of the day what both companies are looking for is a large
customer base.
Competition

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In relation to market objectives and strategies, I would cite competition as an
accompanying factor, majorly because with it is where you get to know what will live for a long
time in the market and what may be done away with. For instance, I am going to dwell on what I
love most and that is food, to be more accurate I am a love cheeseburgers. I have come to know
that nowadays we deal with a variety of burgers and this has caused the popularity of the
cheeseburger to reduce due to competition from the berry burger. What many cheese outlets have
done is that they are trying to come up with what the bigger crowd wants.
Earlier on my favorite one-stop cheese spot was The Chip but right now I might as well
admit that I am confused. What many owners are doing now is that they are trying to redefine
their strategies and objectives because of the current market. You see, they all have to satisfy
their clients according to their age groups. Most people the youth prefer the berry burger because
of its appearance, basically. I tend to disagree with that and instead support my cheeseburger
(Spry and Lukas, 2016, p.886)
What to do is the next step. To be able to avoid this kind of competition is to change the
kind of way that things are done and find a new way of getting the customers attracted to what
has to be offered and stay glued to it for a long time. Without a new plan then I might not be able
to enjoy my favorite burger and that is why I strongly hold that there is a need for a new way to
promote these burgers.
PESTEL
This is an acronym for all the factors surrounding the practice of a business. Basically, it
provides an analysis of the external marketing environment which in turn results in the SWOT
analysis. However, it is wise to notice that not all businesses are surrounded by it. For example,

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take an oil industry what will be more important, is it the environment or health? Well, both do
have a share contribution to it but you would agree with me that on this, the environment comes
first. I will stick to the oil industry as my example for this question. Now, in dealing with this, I
know that the oil industry is an expansive sector right from the manufacture of oil to its use in
different industries and therefore it can not afford to fail since it makes up the majority of the
economy’s input (Wallina and Spry, 2016, p.434)
The political industry covers the governorship or rather the leadership. The degree of
political involvement is what triggers the attractiveness of the potential market. If let us say
fights erupt from time to another, and by this mean civil war, it would mean that the industry
would be crippled for some time if the government fails to manage it.
The economic part of it mostly falls on the fee, and in this case being oil, we dwell on the
product other than the services (Scheidler, Schons, and Spanjol, 2016, p.553). The price is what
determines the supply and demand chain. Social part, is how comfortable are people with for
example the price of oil, can they afford it, or is it in their means? When it comes to technology,
we look into the standard oil production process (Ganti, 2017, p.2). We look growth in the oil
sector in terms of innovation, automation, research, and development. The environment checks
on whether oil is clean, lastly, are the laws, the safety, copyrights, and ethical trade. All these
make up the legal part of it.
SWOT
An analysis that provides an in-depth into what to do for a company that needs to set
targets as to what they want to achieve. This analysis is the key step to planning. For example, a
business like a car sale business that from time to time keeps changing according to the value of

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the cars, this analysis is helpful in such a way that it provides the key guidelines to what is
needed in order to avoid running losses (Chittilappilly, Sadegh, Pillai, and Bharadwaj, VISUAL
IQ Inc, 2015, p.345). To be able to arrive at the SWOT analysis we first look at the elements of
marketing of a marketing plan.
The product is what connects the solution. If a car of a certain type is what customers
prefer to have, then it means their quest is satisfied. There is no need to look further. The price
determines the customer’s cost of being able to afford a given product (Kumar, 2015, p.9).
Product promotion is also another key aspect that determines communication, how well does the
customer know his or her products what are the misconceptions that she may have/ what needs to
be given more clarity for her to understand better? This is just but a few questions that delve
deeper into communication. Lastly in looking at these elements, is the place. You see,
convenience is the word at the end of the day. How fast can the consumer access a product, what
is the proximity? (Sánchez, Clempner and Poznyak, 2015, p.82)
All these being the elements that determine the SWOT analysis. For any company, some
questions like for example, what do people see as your strength? What attracts them to you?
What are the low-cost products that they see and like you for? Why are your products preferred
by a large value than other companies, this could be probably because of an additional value that
other organization may not have?
Segmentation, targeting and positioning in relation to trends in the market
Once in a while the market, needs new trends emerged to bring more improvements to
the industry. That is where segmentation, targeting, and positioning come in. The agricultural
sector is an upcoming industry in terms of growth and development. It has new advancements

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that each and every time keep changing in order to accommodate the moving patterns of
technology.
Focusing on the market model, segmentation is separating the market into groups that
each and every group may have their own needs separately. For example, dealing with farm
produce, there are produces that are very neede in the market. With different people preferring
different vegetables, it then raises the need to separate their needs in accordance with their wants
(Armstrong, Kotler, Harker and Brennan, 2015, p.54).
Targeting is the second part. To target, as we know is to basically aim at. It is to have a
set goal to be achieved by the end of a set amount of time. It involves an accurate plan. Targeting
can be divided into two parts namely the young and the old (Ding, Eliashberg, and Stremersch,
2016, p.57). We know that for young people vegetables are not attractive no matter how much
junk food is discouraged they still prefer it. The targeting comes in when the need arises to make
this vegetable attractive to them in such a way they will not notice at the end of the day it their
health that actually matters. The last part is the positioning. Looking at it from a far view it is to
set ready the objectives in order to attack it may say. Positioning is a matter of how ready are you
to get into the market and deal with the seen or unseen risks?
Brand management: success or failure?
What causes failure or success of a brand? Or a Product? On both sides, we have what
leads to another to cause the dysfunctionality. It is a chain that does not end. So, what is the need
for us to evaluate each detail concerning the failure and the success of a brand? Well, it is an
indicator of the ratio of successful products to each one. Secondly and most importantly is to

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learn from them to know what is to be done ahead. This helps in avoiding future occurrences of
such. In a balanced sense, in every success, there has been a failure too. Or even vice versa
A brand that is respected for its continued success is Disney company especially in
creating films that live to be watched and loved for a long time.so what is their plus where do
they get all these advantages from? What I know is that they strategies their objectives in a
certain order and again they take keen note of their market. For growth, focusing on the critical
rule is what matters most. Making informed decision is another of the advantages they have.
Deciding to always be on the lookout for new trends is what captivates their market base
(Armstrong, Kotler, Harker and Brennan, 2015, p.72).
With the much success, there are still brands which have failed to meet the market and
therefore considered as failures. An example is the Chevrolet Corvair. This brand has been out of
the market for a long period of time. This is due to incorrectly positioned product, overestimated
market size and poor distribution timing. With all of this, other companies are to learn to avoid
making mistakes they need to reason with the thought of the market base in mind. What we see
at the end of the day are the corrections we ought to make to better the industry instead of giving
it up in the hands of failure.

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Bibliography
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Chittilappilly, A., Sadegh, P., Pillai, R. and Bharadwaj, M., VISUAL IQ Inc, 2015. Marketing
portfolio optimization. U.S. Patent Application 14/145,521.
Ding, M., Eliashberg, J. and Stremersch, S., 2016. INNOVATION AND MARKETING IN THE
PHARMACEUTICAL INDUSTRY. SPRINGER-VERLAG NEW YORK.
Ganti, S., 2017. Marketing Investment Allocation: A Portfolio Theoretic Model. Res J Econ 1:
1. of, 4, p.2.
Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look
out for. Journal of Marketing, 79(1), pp.1-9.
Mummalaneni, V., 2014. Reflective essay and e-portfolio to promote and assess student learning
in a capstone marketing course. Marketing Education Review, 24(1), pp.43-46.
Sánchez, E.M., Clempner, J.B. and Poznyak, A.S., 2015. A priori-knowledge/actor-critic
reinforcement learning architecture for computing the mean–variance customer portfolio:
the case of bank marketing campaigns. Engineering Applications of Artificial
Intelligence, 46, pp.82-92.
Scheidler, S., Schons, L.M. and Spanjol, J., 2016. Internal Marketing of Corporate Social
Responsibility (CSR) Initiatives: CSR Portfolio Effects on Employee Perceptions of
Corporate Hypocrisy, Attitudes, and Turnover. In Rediscovering the Essentiality of
Marketing (pp. 553-554). Springer, Cham.

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Spry, A. and Lukas, B.A., 2016. Brand Portfolio Architecture and Firm Performance: The
Moderating Impact of Generic Strategy. In Looking Forward, Looking Back: Drawing on
the Past to Shape the Future of Marketing (pp. 866-867). Springer, Cham.
Wallina, A. and Spry, A., 2016. The role of corporate versus product brand dominance in brand
portfolio overlap: A Pitch. Accounting and Management Information Systems, 15(2),
p.434.