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

Market Portfolio 1
MARKET PORTFOLIO
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Market Portfolio 2
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

Market Portfolio 3
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,