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Mktg mgt chpt4_marketanalysis
The document discusses market analysis and provides an overview of key aspects to consider when analyzing a market. It discusses extending research on customers and competitors to inform strategic decisions about where to invest or divest. Key dimensions of a market that are examined include emerging submarkets, market size, growth trends, cost structures, distribution channels, success factors, and new opportunities presented by technology. The document also discusses assessing the relevance of a brand to emerging submarkets and evaluating the potential size of new markets, including new user groups or more frequent usage. Finally, it addresses analyzing future market growth and determining investment strategies in growing versus declining opportunities.
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Mktg mgt chpt4_marketanalysis
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- 7. • Extends yourresearch on customers and competitors. • Provides ammunition for making strategic decisions. – Where you should invest/divest. – The attractiveness of markets. – Understand the dynamics of a market. The Chazin GroupThe Chazin GroupAn Overview
- 8. • Emerging submarkets. •Actual and potential market size. • Market growth/past performance. • Cost structures. • Distribution channels. • Trends & Developments. • Key factors for success. The Chazin GroupThe Chazin GroupMarket Dimensions
- 9. • Provide alower price point. • Serve nonusers. • Serve niche markets. • Provide systems solutions. • Serve unmet needs. • Respond to customer trends • Leverage New Technology The Chazin GroupThe Chazin GroupNew Biz Characteristics
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- 13. • Is yourbrand perceived to be RELEVANT to emerging markets? • Occurs when two conditions are met: – Customers must perceive a need or desire for a submarket; and – The brand needs to be considered relevant for that submarket by prospective customers. The Chazin GroupThe Chazin GroupRelevance
- 14. • Consider thepotential size by assessing the following: – A new use; – New user group; – More frequent usage • Don’t automatically rule out smaller markets…they can be BEAUTIFUL! The Long Tail… The Chazin GroupThe Chazin GroupPotential Market
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- 18. • After sixingthe market you need to focus on growth strategies. • What are the markets/submarkets going to look like in the future. • Strategies to invest in growth opportunities and divest in declining opportunities is SIMPLISTIC. – Growth involves significant risk while it may be more beneficial to encourage others to leave while you stay. The Chazin GroupThe Chazin GroupMarket Growth
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