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Corporate objectives of market analysis Demand forecasting methods

Third Lecture. Corporate objectives of market analysis Demand forecasting methods Step by step approach to market analysis STP CASE STUDY : Success Story of Indian Retail Business (Big Bazaar). Corporate objectives of market analysis. Short Run (6months-1yr ). Medium Run

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Corporate objectives of market analysis Demand forecasting methods

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  1. Third Lecture Corporate objectives of market analysis Demand forecasting methods Step by step approach to market analysis STP CASE STUDY: Success Story of Indian Retail Business (Big Bazaar)

  2. Corporate objectives of market analysis

  3. Short Run (6months-1yr) Medium Run (1-2 yrs) Long Run (Above 2yrs) Measures of Market Demand (Total volume): Three dimensions(Take an example of PepsiCo) Customer/ Territory level Country Region Territory Customer base/target customer All sales Industry sales Company sales Product line sales Product item sales Product/ Product range level Time level

  4. Strategic Decisions: Case Examples of market analysis

  5. Forecasting methodsfor sales/market

  6. Market potential: Step by step approach for futuristic market analysis & opportunities for growth • Analysis of past trend & current market status • Prevailing market forces & key success factors (KSF) • Future market potential & demand projections (Time Span-Short, medium and long term/ Use appropriate forecasting methods) • Marketing channels and distribution net work ( B2B & B2C) • Application of various models like PESTL,SWOT, Michael Porter’s Five force analysis, BCG, etc • Market profitability & cost structure

  7. Market Segmentation Market Targeting Market Positioning 1. Identify segmentation variables and segment the market 2. Develop profiles of resulting segments 3. Evaluate attractiveness of each segment 4. Select the target segment(s) 5. Identify possible positioning concepts for each target segment 6. Select, develop, and communicate the chosen positioning concept Steps in Market Segmentation, Targeting, and Positioning( STP)

  8. Geographic Region, City or Metro Size, Density, Climate Demographic Age, Gender, Family size and Fife cycle, Race, Occupation, or Income ... Psychographic Lifestyle or Personality Behavioral Occasions, Benefits, Uses, or Attitudes Basis of Segmenting of Markets(Consider passenger car market)

  9. Market Targeting: Coverage Strategy Company Resources Product Variability Product’s Life-Cycle Stage Market Variability Competitors’ Marketing Strategies

  10. Perceptual mapping for competitive products(Global automobile industry)

  11. Question Answer Session on assessing the market opportunities & demand projections • How will you estimate the Indian market for steel for the next five years • How will you the current & future demand for petrol/ diesel • How will you project the scope for market opportunities for milk processing machinery • How will you project the demand for five star hotels in Mumbai during the next five years • If MRF wants to expand its Tyre production capacity for commercial vehicles, how will you guide the firm • If Honda has to introduce a new small car in the price range of Rs4-Rs6 lakhs ( Zen, Santro, Indica, Swift, etc), how will you go about it.

  12. Success Story of Indian Retail Business (CASE STUDY)

  13. KEY FATHER FIGURE OF INDIAN RETAIL BUSINESS Kishore Biyani, CEO of Future Group 13

  14. Size of Indian Retail

  15. Product portfolio 11/6/2014 Big Bazaar XIDAS, Jabalpur 16

  16. Product portfolio( continued) ELECTRONICS BAZAAR FASHION & JEWELLERY FURNITURE BAZAAR CHILD CARE & TOYS OTHER SERVICES • Footwear Bazaar • Beauty Care • Navara • Star Parivar • Meena Bindre • Living Room • Bed Room • Kitchen • Dinning Rooms • Kids Room • Been Bags • Paintings • Decorative Items • Kids Wear • Toy Bazaar • Stationary • Child Care • Mr. right • Bakery • Loot Mart • Tulsi • Future Money • Future Generally • Television sets • Washing Machines • Refrigerator • Personal Care • mBazaar • Microwaves • Small Appliances • Laptops • Computer Accessories • Kitchen Appliances

  17. Place INDIA • Number of out let- 104; • Located at main city-tier I & tier city-II; • Area-10,000sq ft- 120000 sqft; • High street area of city; • Approachable destination. BIG BAZAR

  18. Customer Segmentation Big Bazaar targets middle class customers. The large and growing young working population is a preferred customer segment. Big Bazaar specifically targets price sensitive people who are always looking for bargains and deals.

  19. Pricing • Value pricing • Promotional pricing • Low interest financing • Psychological discounting • Special event pricing • Differentiated Pricing • Time pricing • Bundling

  20. Psychological pricing

  21. Time pricing ValuePricing

  22. Promotion

  23. PROMOTION 11/6/2014 Big Bazaar XIDAS, Jabalpur 24

  24. Positioning High service Low price High price low service

  25. Five Force Analysis

  26. Life cycle of Big Bazaar SALES

  27. Future strategy of Big Bazaar Front end operation Big Bazaar Express (<40000 sq. ft) Standard Big Bazaar (40000 to 80000sq. Ft) Big Bazaar Big Bazaar Super centres (<75000 sq ft) Back-end Operation In JV with Foreign Partner

  28. Thanks for your participation!

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