ì	            Market Analysis           A	  Best	  Prac+ce	  Guide	  For	  Your	  Marke+ng	  Strategy	  Process	         ...
Learning	  Objective	  ì  Market	  trends	  and	  size	  ì  Product	  Life	  Cycle	  (PLC)	  ì  Product	  marke+ng	  &	...
Market	  Analysis	  ì  A	  broader	  view	  of	  poten+al	         consumers	  to	  include	         market	  sizes	  and...
Three	  Evaluation	  Questions	    ì  Where	  is	  the	  product	  in	        its	  product	  life	  cycle?	    ì  What	...
Relevant	  Market	  ì  Relevant	  Market	        ì  Not	  Total	  Sales	              $10	  Billion	  Market	           ...
Marketing	  Effort	  Sales	                   ì  Is	  it	  large	  enough	  to	  jus+fy	                                  ...
Research	  &	  Investigate	  ì  Market	  Research	      ì  How	  to	  research	      ì  Availability?	  ì  Inves+ga+on...
Product	  State	  ì  How	  has	  the	  market	  grown	       over	  +me?	  ì  Projected	  sales	  growth	  for	       ne...
Product	  Life	  Cycle	  (PLC)	  ì  Characterized	  by	  the	  stage	       that	  they	  are	  at	  in	  their	  PLC	  ì...
Product	  Introduction	  Stage	  ì  What	  is	  it?	        ì  Needs	  awareness	  and	               educa+on	        ì...
Product	  Growth	  Stage	  ì  Where	  can	  I	  get	  it?	  	         ì  Educa+on	  	         ì  Intensify	  compe++on	...
Product	  Maturity	  Stage	  ì  Why	  this	  over?	       ì  Brand	  loyalty	       ì  Small	  differences	  ì  Price	 ...
Product	  Decline	  Stage	  ì  How	  much	  will	  this	  cost?	  	        ì  Compe+tors	  and	            products	  ar...
Competitive	  Factors	  ì  Five	  Industry	  Factors	       ì  Quality	       ì  Price	       ì  Adver+sing	       ì ...
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Best Practice Guide - Marketing Strategy - Market Analysis By Wayne Chen

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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.

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Best Practice Guide - Marketing Strategy - Market Analysis By Wayne Chen

  1. 1. ì   Market Analysis A  Best  Prac+ce  Guide  For  Your  Marke+ng  Strategy  Process   By:  Wayne  E.  Chen  ©  2011  –  Wayne  Chen  
  2. 2. Learning  Objective  ì  Market  trends  and  size  ì  Product  Life  Cycle  (PLC)  ì  Product  marke+ng  &  adap+on  ì  Compe+tor  Factors  
  3. 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. 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. 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. 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. 7. Research  &  Investigate  ì  Market  Research   ì  How  to  research   ì  Availability?  ì  Inves+ga+on   ì  How  to  inves+gate   ì  Segment    
  8. 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. 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. 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. 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. 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. 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. 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  

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