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GCSE Business Studies presentation which covers market mapping / perceptual mapping / position mapping, together with market segments and gaps in the market.
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Market
MappingMarket Segments, Market Mapping and Gaps in the Market
Firstly, Conduct Market Research togather qualitative and quantitative data…
Analysing CustomersAnalysing Customers
… then analyse the data to decide exactly what customers
want.
Analysing CustomersAnalysing Customers
You can then divide customers into different MARKET SEGMENTS
MARKET SEGMENTS
You can then divide the market into groups of customers with similar buying habits
“group of customers with similar buying habits”
MARKET SEGMENT
MARKET SEGMENT
“group of customers with similar buying habits”
Little girls
Young boysTeenage
girls
Youngwomen
Professional men
Age
Gender
How is the Barbie market divided?
Ethnicity
Income
Which Market Segment?
Which Market Segment?
Which Market Segment?
Market Map “illustrates the position of a product in a market based upon two features that are important to customers”
Features such as:
Which features?
Which features?
Low Quality
High Quality
Low Price
High Price
Rolls Royce
Reliant Robin
Smart Car
Simple Market Map for Cars
HighQuality
LowQuality
HighPrice
LowPrice
Thanks to: www.tutor2u.net
Example Market Map for Chocolate
Gap in the Market
“when no businesses are servings the needs of customers for a particular product”
Low Price High Price
Low Quality
High Quality
Is there a gap in the fast food market?
Gap?
WORKSHEET
Thanks to: www.businessstudiesonline.co.uk
Market Mapping ExerciseCreate a market map for businesses that sell coffee .Either on paper or PowerPoint, using this slide and the next slide, cut and paste these images to create your own market map. Indicate a possible a gap in the market.
Low Quality High Quality
Low Price
High Price
Low Quality High Quality
Low Price
High Price
CAFE
ORGANIC
Gap?
Create a Market Map for Clothing Stores
Use the data you gather to create a Market Map.
See if you can identify a Gap in the Market
Continuing on from your “Understanding Customer Needs” Market Report, create a simple questionnaire that asks teenagers their opinion of 2 different features of a range of clothing stores – e.g. you might compare Fashionable/Not Fashionable with High Price/Low Price High Fashion
Casual Wear
Narrow Assortment
Wide Assortment
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