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Market Analysis

Market Analysis. Market Analysis. Market Position. 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.

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Market Analysis

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  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 How can football clubs market themselves in new markets like China? Copyright: Stock.Xchng

  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?

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