In Anchor Assessment, Umbrella Assessment

Anchor Assessment: Completing Report

Step 5 of our Umbrella Assessment Guide

An Umbrella Assessment is an in-depth hierarchy of assessment and analysis. It uses research, in order to create a 360 view of your organization, internally and externally. Once assessed, it helps you design a risk free and dynamically flawless, marketing strategy.

using the Assessment below, Identify and assess organization Past 2+ years. Once Completed, using the assessment, identify all changes you can make, to improve your organization

Digital

Make sure to assess both digital marketing and physical marketing aspects and spectrum’s. Look for all documentation and forms, for a faster process

  • Target Market Assessment

    8 Page, Point Form with 2 page summary (Excluding Documentation)

    Major Corresponding Assessments Include: Product, USP, Competitive, CRM

    Major Research Type: Primary Market Research(Questionnaires, Observation, Trial,

    Other: Secondary Research Statistics Previous Research documentation

  • Product(s) Assessment

    2 – 3 pages per major product grouping , Point Form,0.5 page Summary. Summary should define: consumer response and product correlation with brand

    Major Corresponding Assessments Include: Target Markets USP, Competitive.

    Major Research Type: Primary Market Research(Questionnaires, Observation, Trial).

    Other: Previous Researched documentation on similar products.

  • Service Assessment

    This assessment is for in-store and digital services. As well as businesses that sell services.

     2 -3 Pages Point Form, for in-store customer service.1 – 2 Page Summary

    5 – 8 Pages Point form: Pages per ” Service Product” 3 page Summary

    Major Corresponding Assessments Include: Target Markets USP, Competitive. CRM

    Major Research Type: Primary Market Research(Questionnaires, Observation, Trial).

    Other: Previous Researched documentation on similar products.

  • Unique Selling Points

    2  Pages, Point Form,  1.5 Page Summary

    Major Corresponding Assessments Include:Target Markets Product,, Competitive, Distribution Channel, Brand

    Major Research Type: Primary Market Research(Questionnaires, Observation, Trial)

    Other: Previous Researched documentation on similar Brands, Services and Products with similarities

  • Competitive Assessments

    2 – 4 Pages, Point form, With 1 1/2 – 2 Page Summary, Per Competitor

    Major Corresponding Assessments Include:Target Markets. Product,, Brand, CRM

    Major Research Type: Primary Market Research(Questionnaires, Observation, Trials and Experiencial)

    Other: Competitive Secondary Research

  • Brand Assessment

    3 Pages, Point Form, 3 Page Summary

    Major Corresponding Assessments Include:Target Markets Product,, Competitive, CRM

    Major Research Type: Primary Market Research(Questionnaires, Observation,)

    Other: Previous Researched documentation on similar Brands, Services and Products.

  • CRM Assessment

    3 Pages , Point Form: 1.5 Page Summary

    Major Corresponding Assessments Include:Target Markets. Distribution Channel, Trends, USP

    Major Research Type: Primary Market Research(Questionnaires, Observation, Trials and Experiential)

    Other: Previous researched documentation on similar

  • Promotional Assessment

    2 Pages Point Form, 1.5 Page Summary

    Major Corresponding Assessments Include:Target Markets. Product,, Brand, CRM

    Major Research Type: Primary Market Research(Questionnaires, Observation, Trials and Experiential)

    Other: Previous researched documentation on similar Promotions

  • Industry Assessment

    4 – 6 Page Summary(Only)

    Major Corresponding Assessments Include:Target Markets. Competitive, Trends

    Major Research Type: Secondary Research: Articles, Journals, Case Studies of Major Companies in Industry and Direct Competitors

    Other: Previous researched documentation on similar

  • Trend Assessment

    2 – 5 Page Summary(Only)

    Major Corresponding Assessments Include: CRM, Industry, Distribution Channel, Products, Competitors

    Main Type: Secondary Research of Industry, Major Competitors and Target Markets

  • Internal Assessment

    10+ Pages Summary(Only)

    Major Corresponding Assessments Include: Brand, CRM,

     Research Type: Primary Market Research(Questionnaires, Observation, Secret Shoppers and Experiential)

Feasibility

Assess all Previous Costs? of each? previous and recent marketing activities

Sustainability

Assess sustainability and state of current organization and products

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