This document discusses market analysis and strategies for creating strategic plans. It examines characteristics of markets like market size, growth rate, life cycle stage, stability, customer and competitor concentration, and average purchase amounts. These characteristics are rated on whether larger, higher, or more mature and stable markets are better. The document also discusses customer groups' characteristics, potential markets and territories based on these factors, and strategies for different product markets and territories.

1. Market Analysis and Strategies (B.2.3.)
Creating and Presenting Strategic Plans

2. Market Analysis
B.2.3. Markets Addressed
B.2.3.1. Markets Addressed
B.2.3.2.Product Niche
B.2.3.3. Customer Groups

3. Characteristic Comment
Market size (€) The larger the better
Vol growth rate (%) The higher the better (AOTBE)
Life cycle:
Development, Growth, Maturity,Decline
Maturity and Decline great if RMS
is high
Stability Stable or transform?
Concentration
Custs for 50% of sales
Good up to captivity
Competitor Concentration (%)
Top 5 have 70% plus
Great if you are in top 5
Purchase amount (€) The larger the better
Characteristics of Great Markets

4. Markets and their potential: Discussion
•Political
•Economic
•Social
•Technological
•Environmental
•Other influences
•Legal

5. Product
Mkt. Size
($)
Vol Gr
Rate (%)
Life
cycle
Stability
Cust.
Concent
Comp.
concent
Ave
Purchase
Amt.
Strategy
Markets and their potential
Comments from discussions in bullet points

6. Product 20X0 201Y 201Z % Change Strategy
Total
Sales Projections ($)
Comments from discussions in bullet points

7. Customer Size ($)
Ann.
Purchase ($)
Gr Rate (%) Life cycle
Main
Person
Cust.
Strategy
Our
Strategy
Customer Groups’ Characteristics
Comments

8. Characteristics of Great Territories
Characteristic Comment
Market size ($) The larger the better
Vol growth rate (%) The higher the better (AOTBE)
Life cycle:
Development, Growth, Maturity,
Decline
Maturity and Decline great if high RMS
Stability Stable or transform?
Concentration
Custs for 50% of sales
Good up to captivity
Competitor Concentration (%)
Top 5 have 70% plus
Great if you are in top 5
Purchase amount ($) The larger the better
Comments from discussions in bullet points

9. Territory
Mkt. Size
($)
Vol Gr
Rate (%)
Life
cycle
Stability
Cust.
Concent
Comp.
concent
Ave
Purchase
Amt.
Strategy
Territories and Their Potential
Comments from discussions in bullet points

10. The End