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Market Analysis
Market Analysis
Market Analysis
Market Analysis
Market Analysis
Market Analysis
Market Analysis
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Market Analysis

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  • 1. Market Analysis For any Product Using Quality Function Deployment
  • 2. Should contain <ul><li>What does the customer need / want </li></ul><ul><ul><li>Need >> actual requirement [ e.g. hunger] </li></ul></ul><ul><ul><li>Want >> preference [-burger / oothappam-] </li></ul></ul><ul><li>Derive the benefits from the Needs </li></ul><ul><li>& relate to features </li></ul><ul><li>Competition Analysis </li></ul><ul><ul><li>On SWOT </li></ul></ul>
  • 3. Customer needs / Wants <ul><li>Collect the needs & wants </li></ul><ul><ul><li>From your experience / interactions </li></ul></ul><ul><ul><li>Customer surveys </li></ul></ul><ul><ul><li>3 rd party industry surveys </li></ul></ul><ul><li>To ensure completeness, classify in terms of </li></ul><ul><ul><li>Product / Service needs </li></ul></ul><ul><ul><li>Support / Maintenance needs </li></ul></ul><ul><ul><li>Relationship </li></ul></ul><ul><ul><li>Financial [Price / TCO / </li></ul></ul><ul><ul><li>Risks [ Operational / Financial / ] </li></ul></ul><ul><ul><li>Market [New / geo ] </li></ul></ul><ul><ul><li>Business [ linkages / integration / government / new tech..] </li></ul></ul><ul><ul><li>As much as possible try to discern whether it is a need or a want. </li></ul></ul>
  • 4. Measure each need / want <ul><li>Classify into </li></ul><ul><ul><li>Nuisance [ dissats] | if there, wont buy </li></ul></ul><ul><ul><li>Must be [Hygiene] | if not there, wont buy </li></ul></ul><ul><ul><li>Performance | if better, will chose </li></ul></ul><ul><ul><li>Excite | if there, will buy. </li></ul></ul><ul><li>Measure the value of the need / want. </li></ul><ul><ul><li>9 [ hi ] </li></ul></ul><ul><ul><li>3 [ med ] </li></ul></ul><ul><ul><li>1 [ lo ] </li></ul></ul><ul><li>To derive this from a survey, </li></ul><ul><ul><li>List each customer / agent and ask subtle questions on these areas, open and close ended </li></ul></ul><ul><ul><li>Ask the person to rate the requirements </li></ul></ul><ul><ul><li>List each customer into the scheme and derive a statistic. </li></ul></ul>
  • 5. Relate needs with features <ul><li>List down features in an ideal solution, </li></ul><ul><ul><li>not just your product /service </li></ul></ul><ul><ul><li>Not just competitions’ product / service </li></ul></ul><ul><ul><li>But other features which could be there in new tech / approaches </li></ul></ul><ul><ul><li>This needs tech research / secondary research </li></ul></ul><ul><li>Rank features with needs on 9 3 1 model </li></ul><ul><li>Sum product to find a measure of the features service needs. </li></ul>
  • 6. Supply Analysis <ul><li>List down all provider options </li></ul><ul><ul><li>You </li></ul></ul><ul><ul><li>Current players </li></ul></ul><ul><ul><li>Potential players from other regions / business </li></ul></ul><ul><ul><li>New tech if identifiable </li></ul></ul><ul><li>Rank them with features </li></ul><ul><li>Derive SWOT </li></ul><ul><ul><li>SW </li></ul></ul><ul><ul><ul><li>Product / Service needs </li></ul></ul></ul><ul><ul><ul><li>Support / Maintenance needs </li></ul></ul></ul><ul><ul><ul><li>Relationship </li></ul></ul></ul><ul><ul><ul><li>Financial [Price / TCO / </li></ul></ul></ul><ul><ul><li>Opportunities </li></ul></ul><ul><ul><ul><li>Market [New / geo ] </li></ul></ul></ul><ul><ul><ul><li>Business [ linkages / integration / government / new tech..] </li></ul></ul></ul><ul><ul><ul><li>Weakness other regions, other business players </li></ul></ul></ul><ul><ul><ul><li>Strengths of new tech </li></ul></ul></ul><ul><ul><li>Threats </li></ul></ul><ul><ul><ul><li>Risks [ Operational / Financial / ] </li></ul></ul></ul><ul><ul><ul><li>Strengths of new tech, other regions, other business players </li></ul></ul></ul><ul><ul><ul><li>Importance of controls / regulation in the needs that your service lacks relatively. </li></ul></ul></ul>
  • 7. Market Analysis Map

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