Market analysis

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Market analysis

  1. 1. Market Analysis<br />By Summer Bradshaw<br />
  2. 2. Market Analysis<br /> The goal of a market analysis is to determine the attractiveness of a market and to under its evolving opportunities and threats as they relate to the strengths and weaknesses of the firm.<br />
  3. 3. Market Size<br />The size of the market can be evaluated based on present sales and on potential sales.<br />Government Data<br />Trade Associations<br />Financial Data from major players<br />Customer Surveys <br />
  4. 4. Market Growth Rate<br /><ul><li>A simple means of forecasting the market growth rate is to extrapolate historical data into the future.
  5. 5. Important inflection points in the market growth rate sometimes can be predicted by constructing a product diffusion curve.
  6. 6. Ultimately, the maturity and decline stages of the product life cycle will be reached.</li></li></ul><li>Market Profitability<br />The framework, known as Porter’s fire forces, identifies five factors that influence the market profitability.<br />Buyer Power<br />Supplier Power<br />Barriers to Entry<br />Threat of Substitute Products<br />Rivalry among firms in the industry<br />
  7. 7. Industry Cost Structure<br /><ul><li>The Value Chain
  8. 8. Inbound Logistics
  9. 9. Operations
  10. 10. Outbound Logistics
  11. 11. Marketing & Sales
  12. 12. Service
  13. 13. The Experience Curve</li></ul>The cost structure is important for identifying key factors for success<br />
  14. 14. Distribution Channels<br />The following aspects of the distribution system are useful in a market analysis:<br /><ul><li>Existing distribution channels
  15. 15. Trends and emerging channels
  16. 16. Channel power structure</li></li></ul><li>Market Trends<br />Changes in the market are important. They often are the source of new opportunities and threats.<br />
  17. 17. Key Success Factors<br /><ul><li>Access to essential unglue resources
  18. 18. Ability to achieve economies of scale
  19. 19. Access to distribution channels
  20. 20. Technological progress
  21. 21. Its important to consider that key success factors may change over time, especially as the product progresses through its life cycle.</li></ul>The key success factors are those elements that are necessary in order for the firm to achieve its marketing objectives.<br />

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