Market and Marketing Analysis

7/25/2019 Market and Marketing Analysis

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Market and Marketing Analysis(part 1)

Nur Aini Masruroh

http://aini.staf.ugm.ac.id/; Email: [email protected];[email protected]
http://aini.staff.ugm.ac.id/mailto:[email protected]:[email protected]:[email protected]:[email protected]://aini.staff.ugm.ac.id/


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1. Produknya ap..?2. Markt

!. "argt


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Overview

#sually pr$ormd $or n% &usinsss 'arrid out &$or (nancial assssmnt Pr)*aluation study

+nalysis is $ocusd on: Markt conditions 'omptitors ,mpacts o$ -trnal $actors to th markt


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Outlines

,dnti$ying altrnati*s 'omptitor analysis

Markt analysis

,ndustry structur

mand $orcasting


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Identifying alternatives

#nsatis(d dmand? o supply

0upply dmand

'omptiti*

sign 'ost


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If the product is

as a prospcti* markt as a potntial dmand

'omptiti* in production and distri&utioncost

3o% risk in rlation %ith dmand4 pric4 andcost

"hn th proposd product is potntial to &succss$ul


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Corporate market survey (n pro&lm and st o&5cti* o$ th sur*y

Product 6 markt 6 pric 0trngths and %aknsss o$ currnt solution Prci*d risk

7hat8s th customrs nd? Product attri&uts 9uality4 modl4 typs Packaging


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Competitor analysis

"o hlp managmnt undrstand thircomptiti* ad*antags/disad*antags rlati*to comptitors

"o gnrat undrstanding o$ comptitors8 past4

prsnt 9and most importantly $utur stratgis"o pro*id an in$ormd &asis to d*lop

stratgis to achi* comptiti* ad*antag inth $utur

"o hlp $orcast th rturns that may & mad$rom $utur in*stmnts 9.g. ho% %illcomptitors rspond to a n% product or pricingstratgy?


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Competitor analysis

'omptitors: 0imilar -isting product

0u&stitution

,mportd product

Plannd typical product 9producd &y othrcompany

7hich is your markt?


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Sources of information forcompetitor analysis (Davidson,1997)

Recorded Data Observable Data Opportunistic Data

Annual report &

accountsPricing / price lists Meetings with suppliers

Press releases Advertising campaigns Trade shows

Newspaper articles Promotions Sales force meetings

Analysts reports Tenders Seminars / conferences

Regulatory reports Patent applications Recruiting exemployees

!overnment reports

"iscussion with shared

distri#utors

Presentations / speechesSocial contacts with

competitors


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What businesses would really like toknow about competitors?

0als and pro(ts &y product >lati* costs

'ustomr satis$action and sr*ic l*ls

'ustomr rtntion l*ls

istri&ution costs % product stratgis

0i and uality o$ customr data&ass

+d*rtising fcti*nss

=utur in*stmnt stratgy

'ontractual trms %ith ky supplirs

"rms o$ stratgic partnrships


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Shape of Growth

clining industry

ro%th industry

Matur industry

A'onstant a&solutgro%thAclining rlati*gro%th

A,ncrasing a&solut

gro%thA'onstant rlati* gro%th

Aclining a&solutgro%thAclining rlati*

gro%th

"im

0als 9B

Which industry are you in?


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Market analysis

Markt siing

Markt shar


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Market sizing

"otal markt si

Cour company r*nus 9mkt. shar

Cour company pro(ts

"rying to sta&lishD

D&y markt analysis.


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Markt 0i Cour sals F sals o$ all comptitors

Current Market Size

A competitor is defned rom the customersperspective

ographicPrimary 0condary

Pr

oduct/0r*

ic

I

0trong organiation 9good managmnt Middle o pack

ood tchnology

>asona&l pric

3oyal customr Minor player

ich markt

ood undrstanding o$ a spci(c markt

Potential Market Share Strategies


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Industry Structure

Markt shar dpnds on industry structur ography

ational4 rgional4 or glo&al

'oncntration

0igni(cant conomis o$ scal Production4 sals4 ad*rtising4 purchasing4 (nancing4 >I4

distri&ution4 &rand a%arnss/crdi&ility

Mor typical in matur industris

=ragmntation

'ustomr Jstickinss8

igh s%itching costs

3o% conomis o$ scal4 lo% scala&ility


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Analysing competitive industrystructure Michal PortrKs =i*

=orcs Modl "h thrat o$ ntry o$

n% comptitors 9n%ntrants

"h thrat o$su&stituts

"h &argaining po%ro$ &uyrs

"h &argaining po%r

o$ supplirs "h dgr o$ ri*alry

&t%n -istingcomptitors


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Threat of new entrance

pnds o$ ky &arrirs: Economis o$ scal

'apital / in*stmnt ruirmnts

'ustomr s%itching costs

+ccss to industry distri&ution channls

"h liklihood o$ rtaliation $rom -istingindustry playrs


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Threat of Substitutes

"h thrat o$ su&stitut products dpnds on:


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Bargaining Power of Suppliers

,$ supplirs ha* high &argaining po%r o*r acompany4 thn in thory th companyKs industryis lss attracti*. "h &argaining po%r o$supplirs %ill & high %hn: "hr ar many &uyrs and $% dominant supplirs

"hr ar undifrntiatd4 highly *alud products

0upplirs thratn to intgrat $or%ard into thindustry 9.g. &rand manu$acturrs thratning to stup thir o%n rtail outlts


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Bargaining Power of Buyers


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Intensity of Rivalry

"h intnsity o$ ri*alry &t%n comptitors in anindustry %ill dpnd on:

+he structure o competition) $or -ampl4ri*alry is mor intns %hr thr ar many small orually sid comptitors; ri*alry is lss %hn an

industry has a clar markt ladr +he structure o industry costs) $or -ampl4

industris %ith high f,ed costsncouragcomptitors to (ll unusd capacity &y pric cutting

-egree o di.erentiation) industris %hrproducts ar commoditis 9.g. stl4 coal ha*gratr ri*alry; industris %hr comptitors can

difrntiat thir products ha* lss ri*alry


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Intensity of Rivalry /"itching costs) ri*alry is rducd %hr &uyrs

ha* high s%itching costs ) i.. thr is a signi(cantcost associatd %ith th dcision to &uy a product$rom an altrnati* supplir

/trategic ob0ectives) %hn comptitors ar

pursuing aggrssi* gro%th stratgis4 ri*alry ismor intns. 7hr comptitors ar LmilkingLpro(ts in a matur industry4 th dgr o$ ri*alry islss

1,it barriers) %hn &arrirs to la*ing an industryar high 9.g. th cost o$ closing do%n $actoris )thn comptitors tnd to -hi&it gratr ri*alry.


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Employcompnsationstructur

ographic co*rag

Mi- o$ products

cision)makingprocss

gulation

A 'ost structur

A G%nrship

A 'orporat cultur


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Predicting demand

>sarch on currnt dmand and potntialmarkt Potntial markt: customrs %ho ar pro&a&ly

intrstd in our product

0condary or primary data

mand $orcasting

>isk analysis 9to & $ocusd latr


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Demand forecasting

0om mthods 9not all E-trapolation &asd on th trnd o$ historical data 3inar4 polynomial

Product usag coNcint

,mport su&stitution 'ountris comparison


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Lineal and polynomial trend

Demand

Year


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Product usage coefficient 'ommonly usd to prdict industrial goods 9ra%

matrial4 plant supplis4 tc

D P.i F E D dmand

P production plan usr

i usag coNcint

E -port stimation


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Product usage coefficient: example

Papr industry

#sag coNcint

,ndustry Product unit i/ unit product

'mnt "on 2O.O kg

=rtilir "on 2O.O kg

armnt 1 unit 1 kg

'annd $ood 1 unit 1 kg

0hos 1 unit 1 kg

If we know the production rate of the user, we can predict

the demand of our product based on that.


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Import substitution


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Country comparison

PENDAPATAN PERKAPITA, $/orang

KONSUMSIBAJA PERKAPITA,Kg/orang

Skala Log

SkalaLog


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External factors analysis

ational conomic gro%th and intrnational(nancial condition

Population gro%th

'hanging in tchnology

o*rnmnt rgulation Pu&lic in$rastructur

Product li$ cycl

Documents

Market and Marketing Analysis