Market Intelligence - Winfried Kempfle Marketing Services
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Market Intelligence - Winfried Kempfle Marketing Services

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Since data and information on market volumes, prices, quantities, etc. are important parameters for strategy analyses and strategy planning, market analyses are a critical base of strategic......

Since data and information on market volumes, prices, quantities, etc. are important parameters for strategy analyses and strategy planning, market analyses are a critical base of strategic business decisions. In particular, market intelligence is delivering fundamental market trends and drivers as well as showing market forecasts and developments determined by systematic explorations of the considered market segments. This presentation will explain the most important basics of market analyses such as terms and definitions, tasks, targets and deliverables.

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  • 1. Market Analyses In Industrial Practice Strategic Management and Marketing PracticesCopyright © 2011. All rights reserved. www.strategie-und-planung.de11.10.2012
  • 2. Main Tasks Of Market And Competitive Analyses Market Analyses Competitive Analyses Customer Market Market strategically tactically Analyses Forecasts Positions  Buying Decision  Market Trends  Market Shares  Competitor  Product / Feature Criteria  M. Segments  Dynamic of the Profiles Comparisons  Customer Satis-  Market Volume Market Position  C. Strategy  Unique Selling faction  Market  C. Position Propositions  Market Growth  Buying Behaviour Penetration  Key Business  Selling  M. Attractivity  Demand Analysis  Competitive Data Arguments  M. Potential  Buying Power Advantages  Portfolio  Competitor News  Customer  Price Sensitivity  Soft Facts  Competitor Structure Weaknesses  Promotion Impact  Sales Channels  Sales Support  Support of Strategy Development  Sales SupportCopyright © 2011. All rights reserved. www.strategie-und-planung.de page 211.10.2012
  • 3. Market Definition – Market Cascade e.g., because  product approval not existing  publicly protected monopolies Inaccessible  inhouse supply of competitors Market  legal restrictions e.g., because  missing products Market Unserved  prices not competitive Potential  lacking market penetration Market  customer preferences for local suppliers Total Market Addressable Market Currently Addressed Served MarketCopyright © 2011. All rights reserved. www.strategie-und-planung.de Seite 311.10.2012
  • 4. Information Sources For Market Analyses  Customer surveys  Customer feedback Customers  Account information  Market reports  Institutionalized Service / feedback  Research on Industry process order Analysts Sales  Regional data  Market models  Presentations  Commissioning  Product information Consul- Trade Shows/  Customer data from  Contests consulting projects tants CongressesCopyright © 2011. All rights reserved. www.strategie-und-planung.de Seite 411.10.2012
  • 5. Forecast Techniques Within Market Analyses Evaluation of Market Parameters  Volumes  Prices  Distribution structure Forecast Techniques  Margins  Market Models Levels of Detail  Scenario Analysis  Varying by market segment  Trend Analysis  Varying by customer / technology  Extrapolation segment  Top down / Bottom up  Varying by size / performance  Expert Views class Finding of Influencing Factors  Replacement cycles  Innovation cycles  Age of installed baseCopyright © 2011. All rights reserved. www.strategie-und-planung.de 11.10.2012 page 511.10.2012
  • 6. Market Trends And Drivers (Example) Productivity increases in … Standards-based architectures … Customer Requests    Cost optimization (ROI / TCO) …  Service-oriented architectures (SOA) … Technology  Increase of process efficiency …  Integrated platforms …  Security …  Open Source Software …  …  …  Value added moves from hardware towards  Competitor A. is integrating … Business Models software and services …  Competitor B. is making use of its strong Competition  Software and applikations „on demand“ … position in …  Increasing relevance of solution packages  Competitor C. is specializing in core … business segments …  Increasing relevance of vertical solutions …  Competitor D. is expanding through M&A  Increasing partnering and cooperation activities in … models …  …Copyright © 2011. All rights reserved. www.strategie-und-planung.de 11.10.2012 page 611.10.2012
  • 7. Market Forecasts – Development Of Market Volume (Example) Total Market bln. € CAGR 12 - 18 44,0 Total Market X,X% 40,0 5,0 Managed Services x,x% 36,0 4,5 5,0 Professional Services x,x% 32,0 4,0 4,5 Product-related 28,0 3,5 6,0 x,x% 4,0 Services 5,5 24,0 3,0 3,5 5,0 5,0 Segment E x,x% 2,5 3,0 4,5 4,5 20,0 4,0 2,5 4,0 5,0 Segment D x,x% 2,0 3,5 4,5 2,0 3,5 3,0 4,0 3,0 3,5 6,0 Segment C x,x% 2,5 3,0 5,5 2,0 2,5 5,0 4,5 2,0 4,0 3,5 5,5 6,0 Segment B x,x% 3,0 5,0 4,0 4,5 3,0 3,5 4,5 5,0 5,5 6,0 Segment A x,x% 3,0 3,5 4,0 2012 2013 2014 2015 2016 2017 2018Copyright © 2011. All rights reserved. www.strategie-und-planung.de Seite 711.10.2012
  • 8. Market Development – Volumes And Technologies (Beispiel) Technology Markets Technology Split in % mill. units 100% 2 36 3 4 6 xx% p.a. 14 16 75% 19 22 24 25 27 28 50% xx% p.a. 12 25 21 25% 18 16 14 11 8 xx% p.a. 0 0% 2012 2013 2014 2015 2016 2017 2018 2012 2013 2014 2015 2016 2017 2018 Old technology Current technology Innovative (future) technologyCopyright © 2011. All rights reserved. www.strategie-und-planung.de 11.10.2012 page 811.10.2012
  • 9. Evaluation Of Market Attractivity (Example) Criteria Market A Market B Market C Market D ++ + 0 - -- ++ + 0 - -- ++ + 0 - -- ++ + 0 - -- Market Volume Market Growth Customer Structure Sales Channels Intensity of Competition Level of Earnings Entry Barriers … Summary + ++ 0 -Copyright © 2011. All rights reserved. www.strategie-und-planung.de 11.10.2012 page 911.10.2012
  • 10. A comprehensive market analysis presentation with detailed explanations of the practices and numerous practical examples is available on request. (currently available only in German) Please use the contact form to order the presentation http://www.strategie-und-planung.de/kontakt.html Note: This presentation is available only for a small charge because of the benefits of the huge amount of information and the multitude of examples, etc. The current price list of the documentation can be seen at http://www.strategie-und-planung.de/mediapool/92/922449/data/Preise/Preisliste_Doku-Tools-20110101.pdfCopyright © 2011. All rights reserved. www.strategie-und-planung.de Seite 1011.10.2012