Mktg mgt chpt4_marketanalysis

GB-641-70

Chapter 4

Market Analysis

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Market Analysis, An Overview

• Extends your research 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

• 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

• Provide a lower 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

Apply New Technology

Mazda’s SKYACTIV

Relevance

• Is your brand 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

• Consider the potential 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

Market Growth

• After sixing the 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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The Chazin GroupThe Chazin Group U

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The Chazin GroupThe Chazin Group U

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DISCUSSION

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The Chazin GroupThe Chazin Group U

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