14
http://www.bized.co.uk Copyright 2006 – Biz/ed Market Analysis
| Date post: | 13-Jan-2015 |
| Category: |
Documents |
| Upload: | flashdomain |
| View: | 702 times |
| Download: | 3 times |
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Market Analysis
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Market Analysis
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Market Position
http://www.bized.co.uk
Copyright 2006 – Biz/ed
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
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Market Objectives
http://www.bized.co.uk
Copyright 2006 – Biz/ed
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
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Market Segments
http://www.bized.co.uk
Copyright 2006 – Biz/ed
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
http://www.bized.co.uk
Copyright 2006 – Biz/ed
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
http://www.bized.co.uk
Copyright 2006 – Biz/ed
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
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Which Segment?
http://www.bized.co.uk
Copyright 2006 – Biz/ed
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
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Market Structure
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Market Structure
• Nature of the market structure determines marketing strategy:– Pricing strategy– Branding?– Product Differentiation?– Market Penetration?– Market Skimming?– Direct Selling?
