http www bized co uk Market Analysis Copyright
http: //www. bized. co. uk Market Analysis Copyright 2006 – Biz/ed
http: //www. bized. co. uk Copyright 2006 – Biz/ed
http: //www. bized. co. uk Market Analysis Copyright 2006 – Biz/ed
http: //www. bized. co. uk Market Position Copyright 2006 – Biz/ed
http: //www. bized. co. uk 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
http: //www. bized. co. uk Market Objectives Copyright 2006 – Biz/ed
http: //www. bized. co. uk 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
http: //www. bized. co. uk Market Segments Copyright 2006 – Biz/ed
http: //www. bized. co. uk 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
http: //www. bized. co. uk Social Class • Institute of Practitioners in Advertising (IPA) Grouping – A – Higher managerial, professional and administrative – B – Middle management, professional and administrative – C 1 – Supervisory, clerical and junior management – C 2 – Skilled Manual Workers – D – Semi and unskilled manual workers – E – Pensioners, casual workers, unemployed Copyright 2006 – Biz/ed
http: //www. bized. co. uk 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
http: //www. bized. co. uk Which Segment? Copyright 2006 – Biz/ed
http: //www. bized. co. uk Which Segment? • Mass Markets – high volume, low margin goods – confectionary, cars, clothing, food stuffs • Multiple Segments – appealing to wider range of groups – e. g. 4 x 4 vehicles – town, country, gender, lifestyle, social class? • Single Segment – often a specialised product, e. g. machinery, exclusive goods Copyright 2006 – Biz/ed
http: //www. bized. co. uk Market Structure Copyright 2006 – Biz/ed
http: //www. bized. co. uk 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
http: //www. bized. co. uk Copyright 2006 – Biz/ed
http: //www. bized. co. uk Copyright 2006 – Biz/ed
http: //www. bized. co. uk Copyright 2006 – Biz/ed
http: //www. bized. co. uk Copyright 2006 – Biz/ed
http: //www. bized. co. uk Copyright 2006 – Biz/ed
http: //www. bized. co. uk Copyright 2006 – Biz/ed
http: //www. bized. co. uk Copyright 2006 – Biz/ed
http: //www. bized. co. uk Copyright 2006 – Biz/ed
http: //www. bized. co. uk Copyright 2006 – Biz/ed
http: //www. bized. co. uk Copyright 2006 – Biz/ed
http: //www. bized. co. uk Estimating Market Size Method for Estimating Market Size 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 Copyright 2006 – Biz/ed
market http: //www. bized. co. uk Copyright 2006 – Biz/ed
http: //www. bized. co. uk Copyright 2006 – Biz/ed
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