Market Analysis Tools Op 08

Market Analysis Tools Hillary Jenkins, Otago Polytechnic

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Environment
Factors affecting an organisation
Micro environment
Macro environment
Macro Micro

Environment
Macro
External forces which can have an effect on an organisations operations
Often out of the control of an organisation
PEST analysis

PEST-E
Political/Legislative
Economic
Socio-cultural
Technological
Environmental

Environment
Micro Factors
The competition
An organisation facing aggressive competition is likely to respond in a similar manner
Cheaper air fares
More ancillary services
Increased holiday specials
Extended destinations

Micro
Organisation structure and style will determine marketing activity
Hierarchical
Flat
Project based
Matrix

Micro
Marketing intermediaries
Influencing affect
Retailers on wholesalers
The Suppliers
Influence cost and quality of final product or service
The Final Customer
Threat of new entrants
Critical to the organisation

S.W.O.T. ANALYSIS
INTERNAL AUDIT – Factors over which firm has control
Strengths
Weaknesses
EXTERNAL AUDIT – Opportunities
Threats

Product Analysis
Composed of both characteristics and features as well as benefits
Understanding the customers’ requirements may present opportunities for developing or augmenting the product.
Ongoing analysis of markets & products can assist the firm to improve the fit between their products and the needs of their customers.

Portfolio Analysis
The range of products offered by a company.
Product item
Product line
Product mix
Boston Group Matrix
Star, Question Mark, Cashcow, Dog

Competitor Analysis
Competitor analysis table
Benchmarking
Complementary business
Business lifecycle

Market Analysis
Considers trends in the marketplace.
People with a need or desire for the product.
People with purchasing power.
People willing to purchase the product
Market place
MARKET SHARE
MARKET GROWTH

Evaluation of Strengths and Weaknesses
The Organisation
The Marketing System
The Products
The Existing Market
The Suppliers
The Marketing Intermediaries

Evaluation of Opportunities and Threats
PEST-E analysis
Market analysis
Competitive analysis

Market Analysis Tools Op 08

by susanellis on Dec 17, 2008

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Market Analysis Tools Op 08 Presentation Transcript