The document discusses various marketing concepts including market position, objectives, segments, and structure. It notes that market position can be a market leader, follower, niche, or challenger. Objectives may involve market penetration, new products, branding, or diversification. Market segments can be based on social class using various classification systems. Market structure determines strategies around pricing, branding, product differentiation, and more.

1. Market Analysis

2. Market Analysis

3. Market Position

4. Market Position Market Niche – small part of an existing market Market Leader – maintain dominant position in the market? Market Follower – Follow the lead of the market leader – pricing, product development, etc. Market Challenger – Seek to adopt strategies to challenge market leader’s position

5. Market Objectives

6. Market Objectives Will involve/determine some or all of the following: Market Penetration New Product Development Branding Diversification SWOT Analysis Product Portfolio – Product Life Cycle, Boston Matrix Marketing Objectives for Pepsi? Title: Western goods sell well in China. Copyright: Getty Images available from Education Image Gallery

7. Market Segments

8. Social Class Registrar General's Grouping: Class 1 – Higher managerial and professional Class 2 – Lower Managerial and professional Class 3 – Intermediate Occupations Class 4 – Small employers, self employed Class 5 – Lower Supervisory Class 6 – Semi Routine Class 7 – Routine Class 8 – Long term unemployed/never employed

9. Social Class Institute of Practitioners in Advertising (IPA) Grouping A – Higher managerial, professional and administrative B – Middle management, professional and administrative C1 – Supervisory, clerical and junior management C2 – Skilled Manual Workers D – Semi and unskilled manual workers E – Pensioners, casual workers, unemployed

10. Social Class – New Groupings The National Statistics Socio-economic Classification Analytic Classes (NS-SEC) 1. Higher managerial and professional occupations 1.1 Large employers and higher managerial occupations 1.2 Higher professional occupations 2.Lower managerial and professional occupations 3. Intermediate occupations 4. Small employers and own account workers 5. Lower supervisory and technical occupations 6. Semi-routine occupations 7. Routine occupations 8. Never worked and long-term unemployed

11. Which Segment?

12. Which Segment? Mass Markets – high volume, low margin goods – confectionary, cars, clothing, food stuffs Multiple Segments – appealing to wider range of groups – e.g. 4x4 vehicles – town, country, gender, lifestyle, social class? Single Segment – often a specialised product, e.g. machinery, exclusive goods

13. Market Structure

14. Market Structure Nature of the market structure determines marketing strategy: Pricing strategy Branding? Product Differentiation? Market Penetration? Market Skimming? Direct Selling?

15. Market Analysis

16. Market Analysis

17. Market Position

18. Market Position Market Niche – small part of an existing market Market Leader – maintain dominant position in the market? Market Follower – Follow the lead of the market leader – pricing, product development, etc. Market Challenger – Seek to adopt strategies to challenge market leader’s position

19. Market Objectives

20. Market Objectives Will involve/determine some or all of the following: Market Penetration New Product Development Branding Diversification SWOT Analysis Product Portfolio – Product Life Cycle, Boston Matrix Marketing Objectives for Pepsi? Title: Western goods sell well in China. Copyright: Getty Images available from Education Image Gallery

21. Market Segments

22. Social Class Registrar General's Grouping: Class 1 – Higher managerial and professional Class 2 – Lower Managerial and professional Class 3 – Intermediate Occupations Class 4 – Small employers, self employed Class 5 – Lower Supervisory Class 6 – Semi Routine Class 7 – Routine Class 8 – Long term unemployed/never employed

23. Social Class Institute of Practitioners in Advertising (IPA) Grouping A – Higher managerial, professional and administrative B – Middle management, professional and administrative C1 – Supervisory, clerical and junior management C2 – Skilled Manual Workers D – Semi and unskilled manual workers E – Pensioners, casual workers, unemployed

24. Social Class – New Groupings The National Statistics Socio-economic Classification Analytic Classes (NS-SEC) 1. Higher managerial and professional occupations 1.1 Large employers and higher managerial occupations 1.2 Higher professional occupations 2.Lower managerial and professional occupations 3. Intermediate occupations 4. Small employers and own account workers 5. Lower supervisory and technical occupations 6. Semi-routine occupations 7. Routine occupations 8. Never worked and long-term unemployed

25. Which Segment?

26. Which Segment? Mass Markets – high volume, low margin goods – confectionary, cars, clothing, food stuffs Multiple Segments – appealing to wider range of groups – e.g. 4x4 vehicles – town, country, gender, lifestyle, social class? Single Segment – often a specialised product, e.g. machinery, exclusive goods

27. Market Structure

28. Market Structure Nature of the market structure determines marketing strategy: Pricing strategy Branding? Product Differentiation? Market Penetration? Market Skimming? Direct Selling?