1. BDI3C
Market Analysis

2. Market Analysis

3. Market Position

4. 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

5. Market Objectives

6. 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.
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7. Market Segments

8. 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

9. Which Segment?

10. 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

11. Market Structure

12. Market Structure
Nature of the market structure determines marketing strategy:
Pricing strategy
Branding?
Product Differentiation?
Market Penetration?
Market Skimming?
Direct Selling?