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Market Analysis. A brief discussion about dimensions of a Market Analysis. Strategic Marketing. Dimensions of a Market Analysis. Topics will be discussed:. Actual and Potential market size. 1. Market Growth. 2. Market Profitability Analysis. 3. 4. Cost Structure. 5. - PowerPoint PPT Presentation
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A brief discussion about dimensions of a Market Analysis.
Market Analysis
Strategic Marketing
Topics will be discussed:Dimensions of a Market Analysis
Strategic Marketing
Actual and Potential market size
Key success factors
Market Profitability Analysis
Distribution System
Market Growth
Cost Structure
Trends and Developments
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Strategic Marketing
• Potential MarketThe User Gap
-Recognize the potentialVision and Program to exploit
• Ghost PotentialTopical Areas
-Inhibiting FactorsDemand of educational equipment
Analysis of Actual and potential Market size
Identifying Driving ForcesMarket Growth
Strategic Marketing
What will happen if market sales decline?How market sales can be kept stable?What will cause to increase market sales??
Addressing Strategic Uncertainties
The key strategic decision can be an investment decision
The prediction of Market Sales
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Strategic Marketing
Forecasting GrowthMarket Growth
1Random fluctuations or short term economic conditions.
Historical Data
The number of births is a indicator of the demand.
Demographic Data
3Number of electronic devices users is the indicator of demand for services needs.
Sales of related equipment
New market sales forecasts can be based on the experience of analogous industries.
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Detecting Maturity and DeclineMarket Growth
Strategic Marketing
Buyers tend to become more knowledgeable when the product is matured.
Buyers’ Knowledge
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Price Pressure
tWhen the sales of one product increases, the demand of substitute products also increases.
Substitute Products
Caused by over capacity or the lack of product differentiation.
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Strategic Marketing
Threat of potential entrants
Bargaining power of customers
Bargaining power of suppliers
Threat of substitute products
Competition among existing firms
Market Profitability AnalysisExisting Competitors
Strategic Marketing
Mining or automobile Industries.
Necessary to obtain a large volume quickly.
Gaining distribution is difficult and costly.
Potential Competitors
Market Profitability Analysis
Distribution Channel
Economies of Scale.
.Capital Investment Required
Product Differenciation
Established firms have highly loyal customers.
Market Profitability Analysis
Strategic Marketing
3Increases when it costs high for the customer to switch the supplier.
Supplier Power
Can influence the profitability of the market and can be a major threat or problem. For example: Plastics, glass and fiber-foil products exert pressure on the metal can market.
Substitute Products
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Can force price down and demand more services, thereby affecting profitability of the market.
Customer Power
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Strategic Marketing
Cost Structure
• Analysis of Value ChainTo determine where the value is added to the product
• The Experience Curve ConceptTo determine whether the context is compatible with a given strategy
Strategic Marketing
Distribution System
• What are the alternative distribution channels?• What are the trends?• Who has the power in the channel?• What channels are growing in importance?• What new channels have emerged?• How the power of the channel is likely to shift?
Strategic Marketing
Analysis of Soft-drink IndustryMarket Trends
The consumption of noncola beverages increases thus affect the soft-drink industry.
Demand for exotic flavors.
Increased concern for
health.
Increased price sensitivity.
Strategic Marketing
Risks in High Growth Markets
Organizations may unable to adapt.
Superior product or low cost advantage.
Number of commitment.
Technological Change.
Market growth may fall.
Price Instability.
Risks of High-Growth markets
Risks of high growth markets
Market Changes:• Changing KSFs• New technology• Disappointing
Growth• Price Instability
Competitive Risks:• Overcrowding• Superior
Competitive Entry
Firm Limitations:• Resource
constraints• Distribution
unavailable
Competitive Overcrowding
Resource Constraints
Changing Key Success Factors
Disappointing Market Growth
Superior Competitive Entry
Changing Technology
Price Instability
Strategic Marketing
Key Success Factors
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THANK YOU!
Strategic Marketing
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