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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.• Market Challenger – Seek to adopt strategies to
challenge market leader’s position
Market Objectives
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 MatrixHow can football clubs market themselves in new markets like China?Copyright: Stock.Xchng
Market Segments
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
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
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
Which Segment?
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
Market Structure
Market Structure
• Nature of the market structure determines marketing strategy:– Pricing strategy– Branding?– Product Differentiation?– Market Penetration?– Market Skimming?– Direct Selling?