copyright 2006 biz/ed market analysis
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Copyright 2006 – Biz/ed Market AnalysisTRANSCRIPT
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Market Analysis
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Market Analysis
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Market Position
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Market Position• Market Niche – small part of an existing
market• Market Leader – maintain dominant
position in the market?• Market Follower – Follow the lead of
the market leader – pricing, product development, etc.
• Market Challenger – Seek to adopt strategies to challenge market leader’s position
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Market Objectives
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Market Objectives• Will involve/determine
some or all of the following:– Market Penetration– New Product
Development– Branding– Diversification– SWOT Analysis– Product Portfolio –
Product Life Cycle, Boston Matrix
How can football clubs market themselves in new markets like China?Copyright: Stock.Xchng
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Market Segments
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Social Class• Registrar General's Grouping:• Class 1 – Higher managerial and professional• Class 2 – Lower Managerial and professional• Class 3 – Intermediate Occupations• Class 4 – Small employers, self employed• Class 5 – Lower Supervisory• Class 6 – Semi Routine • Class 7 – Routine• Class 8 – Long term unemployed/never employed
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Social Class• Institute of Practitioners in Advertising (IPA)
Grouping– A – Higher managerial, professional and
administrative– B – Middle management, professional and
administrative– C1 – Supervisory, clerical and junior
management– C2 – Skilled Manual Workers– D – Semi and unskilled manual workers– E – Pensioners, casual workers, unemployed
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Social Class – New Groupings• The National Statistics Socio-economic
Classification Analytic Classes (NS-SEC)• 1. Higher managerial and professional occupations
– 1.1 Large employers and higher managerial occupations– 1.2 Higher professional occupations
• 2.Lower managerial and professional occupations• 3. Intermediate occupations• 4. Small employers and own account workers• 5. Lower supervisory and technical occupations• 6. Semi-routine occupations• 7. Routine occupations• 8. Never worked and long-term unemployed
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Which Segment?
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Which Segment?• Mass Markets – high volume, low
margin goods – confectionary, cars, clothing, food stuffs
• Multiple Segments – appealing to wider range of groups – e.g. 4x4 vehicles – town, country, gender, lifestyle, social class?
• Single Segment – often a specialised product, e.g. machinery, exclusive goods
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Market Structure
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Market Structure• Nature of the market structure
determines marketing strategy:– Pricing strategy– Branding?– Product Differentiation?– Market Penetration?– Market Skimming?– Direct Selling?
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Here’s three simple pieces for market size:
market size = number of buyers in market x quantity purchased by an average buyer in market per year x price per unit
Estimating Market SizeMethod for Estimating Market Size
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market
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- ويژگيهاي بازار1در رابطه با ويژگيهاي بازار بايستي توضيحي در مورد بازار
هدف و ويژگيهاي آن مانند سطح زندگي ، جنسيت ، سن ، اشتغال ، وضعيت جغرافيايي ، ابعاد شركت و ساير
ويژگيهاي مشتريان و ساير شركتها و سازمان هاي خريدار احتمالي خدمات يا محصوالتتان بدهيد . همچنين توضيحات
خاصي در موmرد ويژگيهاي اختصmاصي بازار هدف از قبيل سودآوري ، آسيب پذيري در برابر ركود ، خطر جانشيني
. براي محصوmالت ، وفاداري مشتري و ... بدهيد
تحلیل بازار
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- اندازه بازار2در بخش اندازه بازار بايستي اطالعاتي در مورد اندازه بازار
هدف و امكان بالقوه رشد آن در كوتاه مدت ، ميان مدت و بلند مدت ارائه كند . مبناهايي كه بر اساس آن مي توان رشد بازار را برآورد نمود عبارتند از روند صنعت ، تأثير
فناوريهاي جديد ، روندهاي اقتصادي – اجتماعي ، سياستهاي دولت ، تغييرات جمعيتي و نيازهاي مشتريان .
تحلیل بازار
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- ويژگيهاي بازار1اندازه هاي بازار -2
تحلیل بازار