Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Market Analysis Tools

37,133 views

Published on

Broad description of analytical tools used in marketing

Published in: Business, Technology

Market Analysis Tools

  1. 1. Market Analysis Tools Supporting website Market Analysis Tools http://flickr.com/photos/hannah_and_simon/359805696 /
  2. 2. 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
  3. 3. 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>
  4. 4. 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>
  5. 5. 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>
  6. 6. 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>
  7. 7. 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>
  8. 8. 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>
  9. 9. 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>
  10. 10. 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>
  11. 11. 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>
  12. 12. 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>
  13. 13. Evaluation of Strenths 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>
  14. 14. Evaluation of Opportunities and Threats <ul><li>PEST-E analysis </li></ul><ul><li>Market analysis </li></ul><ul><li>Competitive analysis </li></ul>

×