BDI3C 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 Marketing Objectives for Pepsi? Title: Western goods sell well in China. Copyright: Getty Images available from Education Image Gallery.

Market Segments

Social Class A – Higher managerial, professional and administrative 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

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?