Market analysis mba ppt@ bec doms

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Market analysis mba ppt@ bec doms

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Market analysis mba ppt@ bec doms

  1. 1. Market Analysis
  2. 2. Market Analysis
  3. 3. Market Position
  4. 4. Market Position <ul><li>Market Niche – small part of an existing market </li></ul><ul><li>Market Leader – maintain dominant position in the market? </li></ul><ul><li>Market Follower – Follow the lead of the market leader – pricing, product development, etc. </li></ul><ul><li>Market Challenger – Seek to adopt strategies to challenge market leader’s position </li></ul>
  5. 5. Market Objectives
  6. 6. Market Objectives <ul><li>Will involve/determine some or all of the following: </li></ul><ul><ul><li>Market Penetration </li></ul></ul><ul><ul><li>New Product Development </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Diversification </li></ul></ul><ul><ul><li>SWOT Analysis </li></ul></ul><ul><ul><li>Product Portfolio – Product Life Cycle, Boston Matrix </li></ul></ul>
  7. 7. Market Segments
  8. 8. Social Class <ul><li>Registrar General's Grouping: </li></ul><ul><li>Class 1 – Higher managerial and professional </li></ul><ul><li>Class 2 – Lower Managerial and professional </li></ul><ul><li>Class 3 – Intermediate Occupations </li></ul><ul><li>Class 4 – Small employers, self employed </li></ul><ul><li>Class 5 – Lower Supervisory </li></ul><ul><li>Class 6 – Semi Routine </li></ul><ul><li>Class 7 – Routine </li></ul><ul><li>Class 8 – Long term unemployed/never employed </li></ul>
  9. 9. Social Class <ul><li>Institute of Practitioners in Advertising (IPA) Grouping </li></ul><ul><ul><li>A – Higher managerial, professional and administrative </li></ul></ul><ul><ul><li>B – Middle management, professional and administrative </li></ul></ul><ul><ul><li>C1 – Supervisory, clerical and junior management </li></ul></ul><ul><ul><li>C2 – Skilled Manual Workers </li></ul></ul><ul><ul><li>D – Semi and unskilled manual workers </li></ul></ul><ul><ul><li>E – Pensioners, casual workers, unemployed </li></ul></ul>
  10. 10. Social Class – New Groupings <ul><li>The National Statistics Socio-economic Classification Analytic Classes (NS-SEC) </li></ul><ul><li>1. Higher managerial and professional occupations </li></ul><ul><ul><li>1.1 Large employers and higher managerial occupations </li></ul></ul><ul><ul><li>1.2 Higher professional occupations </li></ul></ul><ul><li>2.Lower managerial and professional occupations </li></ul><ul><li>3. Intermediate occupations </li></ul><ul><li>4. Small employers and own account workers </li></ul><ul><li>5. Lower supervisory and technical occupations </li></ul><ul><li>6. Semi-routine occupations </li></ul><ul><li>7. Routine occupations </li></ul><ul><li>8. Never worked and long-term unemployed </li></ul>
  11. 11. Which Segment?
  12. 12. Which Segment? <ul><li>Mass Markets – high volume, low margin goods – confectionary, cars, clothing, food stuffs </li></ul><ul><li>Multiple Segments – appealing to wider range of groups – e.g. 4x4 vehicles – town, country, gender, lifestyle, social class? </li></ul><ul><li>Single Segment – often a specialised product, e.g. machinery, exclusive goods </li></ul>
  13. 13. Market Structure
  14. 14. Market Structure <ul><li>Nature of the market structure determines marketing strategy: </li></ul><ul><ul><li>Pricing strategy </li></ul></ul><ul><ul><li>Branding? </li></ul></ul><ul><ul><li>Product Differentiation? </li></ul></ul><ul><ul><li>Market Penetration? </li></ul></ul><ul><ul><li>Market Skimming? </li></ul></ul><ul><ul><li>Direct Selling? </li></ul></ul>

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