1. http://www.bized.co.uk Copyright 2006 – Biz/ed Market Analysis

2. http://www.bized.co.uk Copyright 2006 – Biz/ed Market Analysis

3. http://www.bized.co.uk Copyright 2006 – Biz/ed Market Objectives

4. http://www.bized.co.uk 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

5. http://www.bized.co.uk Copyright 2006 – Biz/ed Market Position

6. http://www.bized.co.uk 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

7. http://www.bized.co.uk Copyright 2006 – Biz/ed Market Segments

8. http://www.bized.co.uk 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

9. http://www.bized.co.uk 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

10. http://www.bized.co.uk 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

11. http://www.bized.co.uk Copyright 2006 – Biz/ed Which Segment?

12. http://www.bized.co.uk 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

13. http://www.bized.co.uk Copyright 2006 – Biz/ed Market Structure

14. http://www.bized.co.uk 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?