copyright 2006 biz/ed market analysis

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Copyright 2006 – Biz/ed

Market Analysis



Market Analysis



Market Position



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



Market Objectives



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



Market Segments



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



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



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



Which Segment?



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



Market Structure



Market Structure• Nature of the market structure

determines marketing strategy:– Pricing strategy– Branding?– Product Differentiation?– Market Penetration?– Market Skimming?– Direct Selling?



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



market



- 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



- 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 .




- ويژگيهاي بازار1اندازه هاي بازار -2


copyright 2006 biz/ed market analysis

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