Biblical Synthesis
Components of Good Community Marketing Analysis and Designing a Marketing Plan
While each community has to develop interesting ways to present its assets, this presentation has to be based on real data for and indicators of the economic area that it represents. Typically, the local economy is part of a regional economic system or even a megaregion like Los Angeles, London, New York, or Shanghai, which requires setting the local economy (be it neighborhood, town, or city) within the larger regional context, even when local smaller-scale development is the goal. Next is a list of analysis steps that should be taken into consideration.
Market area context. Determine what role the community has within the larger region and what resource(s) it contributes.
Local market capacity. Determine the size of the local market area and its components with respect to demographic profile,met and unmet consumer demands,and product and service provision.
Resource assessment. Conduct a meaningful assessment of the strength, weaknesses, and resource potential of the focus area or local economy.
Market scope and penetration. Determine the degree to which the local economy offers the ability to meet some market demands using its locational and related assets.
Niche competitive advantage. Because globalization has reduced the comparative advantages of location and even fixed natural-resource assets, determine whether a combination of special attributes—cultural, social, educational, environmental, or equity performance that enhances community quality and stability—has the potential to create a marketing advantage for the local economy.
Cost factors. Determine what the key cost considerations are for firms or projects expressing interest in the local area or for which the community wants to compete.
Sustainability. Determine what hard and soft infrastructure support the community can supply to firms that are part of the green economy.