Copyright 2006 – Biz/ed Market Analysis
Copyright 2006 – Biz/ed
Copyright 2006 – Biz/ed Market Analysis
Copyright 2006 – Biz/ed Market Position
Copyright 2006 – Biz/ed 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
Copyright 2006 – Biz/ed Market Objectives
Copyright 2006 – Biz/ed 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
Copyright 2006 – Biz/ed Market Segments
Copyright 2006 – Biz/ed 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
Copyright 2006 – Biz/ed 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
Copyright 2006 – Biz/ed 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
Copyright 2006 – Biz/ed Which Segment?
Copyright 2006 – Biz/ed 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
Copyright 2006 – Biz/ed Market Structure
Copyright 2006 – Biz/ed Market Structure Nature of the market structure determines marketing strategy: –Pricing strategy –Branding? –Product Differentiation? –Market Penetration? –Market Skimming? –Direct Selling?
Copyright 2006 – Biz/ed
Copyright 2006 – Biz/ed
Copyright 2006 – Biz/ed
Copyright 2006 – Biz/ed
Copyright 2006 – Biz/ed
Copyright 2006 – Biz/ed
Copyright 2006 – Biz/ed
Copyright 2006 – Biz/ed
Copyright 2006 – Biz/ed
Copyright 2006 – Biz/ed
Copyright 2006 – Biz/ed 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 Size Method for Estimating Market Size
Copyright 2006 – Biz/ed market
Copyright 2006 – Biz/ed
Copyright 2006 – Biz/ed 1- ويژگيهاي بازار در 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 محصولاتتان بدهيد. همچنين توضيحات خاصي در مورد ويژگيهاي اختصاصي بازار هدف از قبيل سودآوري ، آسيب پذيري در برابر ركود ، خطر جانشيني براي محصولات ، وفاداري مشتري و... بدهيد. تحلیل بازار
Copyright 2006 – Biz/ed 2- اندازه بازار در بخش اندازه بازار بايستي اطلاعاتي 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
Copyright 2006 – Biz/ed 1- ويژگيهاي بازار 2- اندازه هاي بازار تحلیل بازار