Market Analysis Tools

Hillary Jenkins, Otago Polytechnic

http://flickr.com/photos/hannah_and_simon/359805696/

Environment

Factors affecting an organisation

– Micro environment

– Macro environment

Macro

Micro

Environment

• Macro

– External forces which can have an effect on an organisations operations

• Often out of the control of an organisation

• PEST analysis

PEST-E

• Political/Legislative

• Economic

• Socio-cultural

• Technological

• Environmental

Environment

• Micro Factors

– The competition

• An organisation facing aggressive competition is likely to respond in a similar manner

– Cheaper air fares

– More ancillary services

– Increased holiday specials

– Extended destinations

Micro

• Organisation structure and style will determine marketing activity

– Hierarchical

– Flat

– Project based

– Matrix

Micro• Marketing intermediaries

– Influencing affect

• Retailers on wholesalers

• The Suppliers

– Influence cost and quality of final product or service

• The Final Customer

– Threat of new entrants

– Critical to the organisation

S.W.O.T. ANALYSIS

INTERNAL AUDIT – Factors over which firm has control

• Strengths

• Weaknesses

EXTERNAL AUDIT – Opportunities

• Threats

Product Analysis

• Composed of both characteristics and features as well as benefits

• Understanding the customers’ requirements may present opportunities for developing or augmenting the product.

• Ongoing analysis of markets & products can assist the firm to improve the fit between their products and the needs of their customers.

Portfolio Analysis

The range of products offered by a company.

• Product item

• Product line

• Product mix

Boston Group Matrix

• Star, Question Mark, Cashcow, Dog

Competitor Analysis

• Competitor analysis table

• Benchmarking

• Complementary business

• Business lifecycle

Market Analysis

Considers trends in the marketplace.

• People with a need or desire for the product.

• People with purchasing power.

• People willing to purchase the product

• Market place

MARKET SHARE

MARKET GROWTH

Evaluation of Strengths and Weaknesses

• The Organisation

• The Marketing System

• The Products

• The Existing Market

• The Suppliers

• The Marketing Intermediaries

Evaluation of Opportunities and Threats

• PEST-E analysis

• Market analysis

• Competitive analysis