Market analysis mba ppt@ bec doms
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Transcript of Market analysis mba ppt@ bec doms
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 Matrix
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?