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Market Analysis
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Market Analysis

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Market Analysis Market Analysis Presentation Transcript

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