At JMS, we use this Situation Audit to help identify your business strengths, weakness, opportunities and threats.  We also learn as much as we can about you, your people, customers and prospects in one simple step. 

Can you answer everything it asks?  If so, you are well on your way to laying the foundation for creative Work That Works.

A.                 Relating to the Company

                    1.                 Identification

                                         a.                 name

                                         b.                 signature

                                         c.                  trademark

                                         d.                 colors, symbols, etc.

                                         e.                 slogan

                                         f.                   policy regarding reference to

                                                             divisions, subsidiaries

                    2.                 Corporate relationships

                    3.                 Financial information (annual reports, stock

                                         ownership,

                                         capitalization, banking connections, earnings

                                         record, etc.)

                    4.                 Corporate structure

                                         a.                 divisions

                                         b.                 their contributions to volume, profit

                                         c.                  overseas operations

                                         d.                 policy regarding centralization or

                                                             decentralization

                                         e.                 policy regarding diversification

A.                 Relating to the Company (Cont.)

                    5.                 "Vital statistics"

                                         a.                 capital employed

                                         b.                 return on investment

                                         c.                  volume of business

                    6.                 Company history

7.                 Reputation -- and for what

                                         a.                 "What business are you in?"

                                         b.             "What business ten years from now?"

                                         c.                   image

                                         d.  significant achievements, customers

                                         e.  newsworthy facilities

                                         f.  newsworthy employees

                    8.                 Marketing approach

                                         a.                 statement of marketing philosophy

                                         b.                 formal or informal plan

                                         c.                  market research facilities

                    9.                 Marketing "mix"; that is, relative importance of:

                                         a.                 personal selling

                                         b.                 advertising and communications

                    9a.               Importance of 4P's (Product, Price, Placement

                                         Promotion)

                    10.               Long-range goals

                    11.               Plans re: expansion, diversification,  

                                        decentralization, acquisitions, etc.

                    12.               Status of industry

                                         a.                 growth

                                         b.                 profits

                                         c.                  distribution channels

                    13.               Legal considerations in industry

                    14.               Organization chart, personnel

                                         a.                 chains of authority on marketing,

                                                              budget, ad approval

                    15.               Policies

                                         a.                 company secrets

                                         b.                 classified information

                    16.               Management consultants

                    17.               Date of last SWOT analysis

                    18.               Association memberships and services received

B.                 Relating to Products

                    1.  Identification

                                         a.                 name

                                         b.                 trademark

                                         c.                  colors, symbols, etc.

                                         d.                 characteristics

                    2.                 Types, price ranges, profitability

                    3.                 Factors in selection, including resistances

                    4.                 Exclusive and superior features

                    5.                 What are product weaknesses?

                    6.                 What is biggest sales problem?

                    7.                 New products planned

                    8.                 Which products to promote and where

                    9.                 Where are greatest opportunities

                                         a.                 For Sales Volume

                                         b.                 For Profit

C.                 Relating to Pricing

                    1.                 Pricing issues

                    2.                 Allowances, deals

                    3.                 Price Elasticity at distributor, reseller, end user

                                         levels

                    4                  Payment methods

                                         a.                 financing plans

                                         b.                 other

D.                 Relating to Markets

                    1.                 Market segments ranked by importance (S.I.C., if

                                         possible)

                    2.                 Geographical coverage

                    3.                 Market trends

                                         a.                 Market as a whole

                                         b.                 Segments

                    4.                 Criteria for determining a market (or prospect)

                    5.                 Direct purchasing influences

                    6.                 Indirect purchasing influences

                    7.                 Total Market Size

                    8.                 Market Share for Us?  For Competitors?

                    9.                 Purchasing factors           

                                         a.                 seasonality

                                         b.                 how a purchase develops

                                         c.                  bidding, single sourcing?

                                         d.                 importance of price, selection,

                                                             availability, service,

                                                             referrals

                                         e.                 importance of distribution channels

                                         f.                   typical volume, profitability,

                                                             iimportance to distributors, resellers

                    10.               International market

                    11.               New markets to exploit

                    12.               Market studies available, trade or government

                                        data

                    13.               Marketing history, strategies used,

                                         measurements, results

                    14.               Which markets to concentrate promotion

                                        a. Markets ranked by importance, profitability,

                                             trends

                    15.               Date of last competitive SWOT analysis

                    16.               Input systems available, user groups, warranty

                                        cards, etc.

E.                 Relating to Sales (dollars, % of total, trends)

                    1.                 By divisions (or branches)

                    2.                 By markets (S.I.C., if possible)

                                         a.                 % of company sales

                                         b.                 share of market

                                         c.                  number of customers

                                         d.                 how many account for 75% of

                                                             sales?

                                         e.                 number of good prospects

                    3.                 Geographically

                    4.                 Direct vs. through brokers

                    5.                 Repeat vs. new business

                    6.                 Average sale

                    7.                 Goals

                                         a.                 performance, current year vs

                                                             forecast

                                         b.                 forecast methods, when done

                    8.                 Where will increased sales come from:

                                         a.                 expanding markets

                                         b.                 new markets

                                         c.                  competition

F.                 Relating to Competition (direct and indirect)

                    1.                 By divisions

                    2.                 By products

                                         a.                 breadth

                                         b.             comparisons of construction, features,

                                                             price, availability, etc.

                    3.                 By markets

                                         a.                 sales coverage

                                         b.                 share of market

                    4.                 R& D services and other facilities

                    5.                 Selling effectiveness

                    6.                 Price-cutting?

G.                 Relating to Selling

                    1.                 Sales management

                    2.                 Salesmen -- number, type, qualifications,

                                         ages, etc.

                    3.                 Compensation and incentives

                    4.                 Training

                    5.                 Sales meetings

                    6.                 Communications

                    7.                 The typical sales call

                                         a.                 whom called on

                                         b.                 frequency, cost, etc.

                                         c.                  team selling

                    8.                 Number accounts per person

                    9.                 Prospecting vs. servicing accounts

                    10.               Time period, number of calls, to make sale

                    11.               Quotas?  How set?

                    12.               Seasonal aids, POP, (with samples)

                    13.               Typical resistances

H.                 Relating to Advertising

                    1.                 Ad department personnel, division of work

                    2.                 Agency responsibilities

                    3.                 Company policies

                                         a.                 regarding role of advertising and

                                                             relationship  to sales

                    4.                 Management's attitude toward advertising

                    5.                 Salesmen's attitude toward advertising

                    6.                 Themes

                    7.                 Slogans

                    8.                 "Sacred cows"

                    9.                 Colors, typography, etc.

                    10.               References to subsidiaries, divisions, addresses,

                    11.               Legal factors

                    12.               Method of setting budget

                                         a.                 what is included

                                         b.                 % of sales, or task method

                                         c.                  how is corporate advertising paid

                                         d.                 budget year

                                         e.                 when presented

                    13.               Media being used

                                         a.               magazines or other "general" media

                                         b.                 business publications

                                         c.                  newspapers

                                         d.                 trade shows

                                         e.                 catalogs

                                         f.                   directories

                                         g.                 direct mail

                                         h.                 house organ

                                         i.                   any significant changes in

                                                              emphasis over recent years

                    14.               Existing contracts

                    15.               Seasonal factors

                    16.               Merchandising to salesmen

                    17.               Mailing Facilities

                                         a.                 outside services

                                         b.                 lists

                    18.               Inquiry-handling systems

                    19.               Competitive advertising file

                    20.               Recent and current performance

                    21.               Samples

                    22.               Recruitment advertising

                    23.               Statement of marketing objectives

                                         a.                 long-range

                                         b.                 short-range

                    24.               Statement of advertising objectives

I.                  Relating to Public Relations & Publicity

                    1.  How handled

                    2.  Management attitude

                    3.  Company policies

                    4.  General public relations

                    5.  Programs by markets

                    6.  Customers

                    7.  Internal

                                         a.                 policies

                                         b.                 house organ

                                         c.                  other media

                    8.  Shareholders

                                         a.                 annual report

                                         b.                 dividend notices

                    9.  Financial community

                    10.  Investors

                    11.  Press

                    12.  Government

                    13.  Educators

                    14.  Anniversaries

                    15.  Writers

                                         a.                 policy on by-line

                                         b.                 policy on rewarding writers

                    16.               Speakers bureau

                    17.               Clipping service

                    18.               Industry public relations program

J.                  Relating to Research

                    1.                 Research facilities

                    2.                 Studies pertinent to marketing

                    3.                 Advertising research

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Still have questions? Please contact us anytime! We look forward to hearing from you.