5. MARKETS AND STRATEGIES Markets and Strategies are Interlinked Forming a Shared Vision Value Migration Challenges
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12. Illustrative Fast-Food Product-Market Structure FAST-FOOD MARKET SUPER MARKETS MICROWAVE OVENS CONVENIENCE STORES TRADITIONAL RESTAURANTS
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17. DEFINING AND ANALYZING MARKETS Define Product-Market Boundaries and Structures Identify and Describe End-Users Analyze Industry and Value Added Chain Evaluate Key Competitors Forecast Market Size and Growth Trends
18. Identifying and Describing Buyers How Buyers Make Choices Building Customer Profiles Environmental Influences DESCRIBING AND ANALYZING END-USERS
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23. ANALYZING COMPETITION 1. Define Industry Structure and Characteristics 2. Identify and Describe Key Competitors 5. Identify New Competitors 3. Evaluate Key Competitors PRODUCT- MARKET STRUCTURE AND MARKET SEGMENTS 4. Anticipate Actions by Competitors
24. Examples of Levels of Competition Diet-Rite Cola Diet Pepsi Diet Coke Product from competition: diet colas Regular colas Diet lemon limes Lemon limes Fruit flavored colas Product category competition: soft drinks Bottle water Wine Beer Coffee Juices Generic competition: beverages Baseball cards Fast Food Video Games Ice Cream Budget competition: food & entertainment
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29. Extent of Market Coverage Customer Satisfaction Current Capabilities Past Performance Competitor Evaluation
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31. MARKET SIZE ESTIMATION Unrealized Potential Company Sales Forecast Industry Sales Forecast Market Potential Estimate Product-Market Forecast Relationships ( area denotes sales in $’s )
32. 0 100 200 300 400 500 600 700 800 900 Sales (in 1000s of units) 2001 2002 2003 2004 2005 2006 2007 2008 Market Potential Sales Forecast Company XYZ Sales Forecast Product-Market Forecast Relationships for Industrial Painting Units
