Market Analysis Tools Op 08

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Market Analysis Tools Op 08

  1. 1. Market Analysis Tools Hillary Jenkins, Otago Polytechnic
  2. 2. http://flickr.com/photos/hannah_and_simon/359805696 /
  3. 3. Environment <ul><li>Factors affecting an organisation </li></ul><ul><ul><li>Micro environment </li></ul></ul><ul><ul><li>Macro environment </li></ul></ul>Macro Micro
  4. 4. Environment <ul><li>Macro </li></ul><ul><ul><li>External forces which can have an effect on an organisations operations </li></ul></ul><ul><ul><ul><li>Often out of the control of an organisation </li></ul></ul></ul><ul><ul><ul><li>PEST analysis </li></ul></ul></ul>
  5. 5. PEST-E <ul><li>Political/Legislative </li></ul><ul><li>Economic </li></ul><ul><li>Socio-cultural </li></ul><ul><li>Technological </li></ul><ul><li>Environmental </li></ul>
  6. 6. Environment <ul><li>Micro Factors </li></ul><ul><ul><li>The competition </li></ul></ul><ul><ul><ul><li>An organisation facing aggressive competition is likely to respond in a similar manner </li></ul></ul></ul><ul><ul><ul><ul><li>Cheaper air fares </li></ul></ul></ul></ul><ul><ul><ul><ul><li>More ancillary services </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Increased holiday specials </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Extended destinations </li></ul></ul></ul></ul>
  7. 7. Micro <ul><li>Organisation structure and style will determine marketing activity </li></ul><ul><ul><li>Hierarchical </li></ul></ul><ul><ul><li>Flat </li></ul></ul><ul><ul><li>Project based </li></ul></ul><ul><ul><li>Matrix </li></ul></ul>
  8. 8. Micro <ul><li>Marketing intermediaries </li></ul><ul><ul><li>Influencing affect </li></ul></ul><ul><ul><ul><li>Retailers on wholesalers </li></ul></ul></ul><ul><li>The Suppliers </li></ul><ul><ul><li>Influence cost and quality of final product or service </li></ul></ul><ul><li>The Final Customer </li></ul><ul><ul><li>Threat of new entrants </li></ul></ul><ul><ul><li>Critical to the organisation </li></ul></ul>
  9. 9. S.W.O.T. ANALYSIS <ul><li>INTERNAL AUDIT – Factors over which firm has control </li></ul><ul><li>Strengths </li></ul><ul><li>Weaknesses </li></ul><ul><li>EXTERNAL AUDIT – Opportunities </li></ul><ul><li>Threats </li></ul>
  10. 10. Product Analysis <ul><li>Composed of both characteristics and features as well as benefits </li></ul><ul><li>Understanding the customers’ requirements may present opportunities for developing or augmenting the product. </li></ul><ul><li>Ongoing analysis of markets & products can assist the firm to improve the fit between their products and the needs of their customers. </li></ul>
  11. 11. Portfolio Analysis <ul><li>The range of products offered by a company. </li></ul><ul><li>Product item </li></ul><ul><li>Product line </li></ul><ul><li>Product mix </li></ul><ul><li>Boston Group Matrix </li></ul><ul><li>Star, Question Mark, Cashcow, Dog </li></ul>
  12. 12. Competitor Analysis <ul><li>Competitor analysis table </li></ul><ul><li>Benchmarking </li></ul><ul><li>Complementary business </li></ul><ul><li>Business lifecycle </li></ul>
  13. 13. Market Analysis <ul><li>Considers trends in the marketplace. </li></ul><ul><li>People with a need or desire for the product. </li></ul><ul><li>People with purchasing power. </li></ul><ul><li>People willing to purchase the product </li></ul><ul><li>Market place </li></ul><ul><li>MARKET SHARE </li></ul><ul><li>MARKET GROWTH </li></ul>
  14. 14. Evaluation of Strengths and Weaknesses <ul><li>The Organisation </li></ul><ul><li>The Marketing System </li></ul><ul><li>The Products </li></ul><ul><li>The Existing Market </li></ul><ul><li>The Suppliers </li></ul><ul><li>The Marketing Intermediaries </li></ul>
  15. 15. Evaluation of Opportunities and Threats <ul><li>PEST-E analysis </li></ul><ul><li>Market analysis </li></ul><ul><li>Competitive analysis </li></ul>

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