An overview of the marketing analysis for your marketing strategy. Great for entry level marketer, product marketing, and senior marketing executives. Learn to develop your marketing analysis plan.

1. ì
Market Analysis
A
Best
Prac+ce
Guide
For
Your
Marke+ng
Strategy
Process
By:
Wayne
E.
Chen
©
2011
–
Wayne
Chen

2. Learning
Objective
ì Market
trends
and
size
ì Product
Life
Cycle
(PLC)
ì Product
marke+ng
&
adap+on
ì Compe+tor
Factors

3. Market
Analysis
ì A
broader
view
of
poten+al
consumers
to
include
market
sizes
and
trends
ì Review
of
the
compe++ve
and
regulatory
environment
ì Worth
the
trouble
of
targeted
marke+ng
effort

4. Three
Evaluation
Questions
ì Where
is
the
product
in
its
product
life
cycle?
ì What
are
the
key
compe++ve
factors
in
the
industry?
ì What
is
the
relevant
market?

5. Relevant
Market
ì Relevant
Market
ì Not
Total
Sales
$10
Billion
Market
(Total)
ì All
Car
Sales
ì $10
Billion
ì US
Sales
$5
Billion
Market
ì $5
Billion
(50%)
(Relevant)
ì Product
Differen+a+on
ì $250
Million
ì 50%
OCONUS

6. Marketing
Effort
Sales
ì Is
it
large
enough
to
jus+fy
your
marke+ng
effort?
ì No
–
“Makable”
product
ì Yes
–
Only
“Marketable”
Google
products
make
money
Bing
Yahoo
Alibaba

7. Research
&
Investigate
ì Market
Research
ì How
to
research
ì Availability?
ì Inves+ga+on
ì How
to
inves+gate
ì Segment

8. Product
State
ì How
has
the
market
grown
over
+me?
ì Projected
sales
growth
for
new
or
exis+ng
customers?
ì Shrinking
sales
ì Cost
to
compe+tors
and
market
share
fight

9. Product
Life
Cycle
(PLC)
ì Characterized
by
the
stage
that
they
are
at
in
their
PLC
ì Sales
growth
and
awareness
buying
sales
ì Adop+on
impacts
product
marke+ng
ì Each
product
develops
its
own
unique
PLC
as
it
matures

10. Product
Introduction
Stage
ì What
is
it?
ì Needs
awareness
and
educa+on
ì Trial
period
ì High
Ad
Costs
ì Adapts
to
feedback
ì Dynamic
pricing
decision

11. Product
Growth
Stage
ì Where
can
I
get
it?
ì Educa+on
ì Intensify
compe++on
ì Compare
features
ì Select
high
distribu+on
channels
relevant
to
the
buyer
ì Tipping
point
boost
sales
and
reduce
costs

12. Product
Maturity
Stage
ì Why
this
over?
ì Brand
loyalty
ì Small
differences
ì Price
and
stability
ì Standard
and
expected
features
ì High
ad
costs
to
differen+ate
ì All
channel
marke+ng
ì Mass
market
strategy

13. Product
Decline
Stage
ì How
much
will
this
cost?
ì Compe+tors
and
products
are
the
same
ì Key
focus
is
on
price
ì Trade
rela+ons
ì No
necessarily
death
ì Reinvigorated
ì Death
could
be
profitable
–
limited
supply

14. Competitive
Factors
ì Five
Industry
Factors
ì Quality
ì Price
ì Adver+sing
ì R&D
ì Service
ì Fast
food
ì Intense
ad
and
promo+on
ads