5. MARKET
• A market is defined as the sum total of all the buyers and
sellers in the area or region under consideration. The area may
be the Earth, or countries, regions, states, or cities.
• The value, cost and price of items traded are as per forces of
supply and demand in a market. The market may be a
physical entity, or may be virtual. It may be local or global,
perfect and imperfect.
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6. MARKET
ANALYSIS
• A market analysis is the best way to get a third-party
perspective of all of the best options for your marketing
campaign, and to ensure that your marketing dollars are spent
in the most effective way possible.
• The goal of market analysis is to determine the attractiveness
of a market and to understand its evolving opportunities and
threats as they relate to the strength and weakness of the firm.
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7. OBJECTIVES
• Determine attractiveness of a market.
• Find & identify new business opportunities.
• Targeting and dividing the market into niche.
• Positioning the products or brands in the mind of
customers
• Understand the dynamics of the market
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8. WHY MARKET
ANALYSIS ?
• Market information
• Insight into existing customers
• Identifying potential customers
• Customer need
• Customer behaviour pattern
• Identify business opportunity
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10. WHEN MARKET
ANALYSIS?
• Determining the sales potential of your products and
services.
• Attracting customers to your business
• Selling to customers and earning repeat business
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11. How MARKET
ANALYSIS helps
A market analysis answers these questions about your
customers:
• Who are they?
• Where are they?
• What do they need?
• How do they make their buying decisions?
• Where do they buy?
• How do you reach them with your marketing and sales
messages?
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12. DIMENSIONS OF
MARKET
ANALYSIS
• Market size (current and future)
• Market segment
• Market trends
• Market growth rate
• Market profitability
• Industry cost structure
• Distribution channels
• Key success factors
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13. MARKET SIZE
• Total annual sales in the market served.
• Current market size and future size.
HOW TO DETERMINE MARKET SIZE?
Govt. data.
Trade associations.
Financial data from major players.
Customer survey.
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14. MARKET
SEGMENTS
MARKET
Geography and location Customer segments
a) market in which we a) who buy our
sell product
b) local market or b) profile of target
international market customer
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15. MARKET
TRENDS
Once the segments of the product's market are
determined, the market trends of the product needs to
be analysed from time to time.
Identify the trends in the market segments within which
the product fits.
If the market segment is growing and is projected to
continue to grow, then it is an upward trend.
If the trend is for new products then the company should
replace older models, with new ones and that is called
downward trend for the older products.
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16. MARKET
GROWTH
RATE
• Keep a track of the market condition.
• Sales growth of complementary products.
• Product life cycle phases can be understood.
How to estimate the Market Growth Rate ??
Historical data
Demographic information
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17. MARKET
PROFITABILITY
• Profit potential for a market can be used as a guideline
to determine how difficult it is to make money in the
market.
• Porter`s 5 forces identifies the 5 factors that
effect the market profitability.
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19. INDUSTRY
COST
STRUCTURE
• Identifying key factors for success.
• Porter's value chain model is useful for
determining where value is added and for isolating
the costs.
• The cost structure also is helpful for formulating
strategies to develop a competitive advantage.
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21. DISTRIBUTION
CHANNELS
The path through which goods and services travel from
the vendor to the consumer . A distribution channel can be
as short as a direct transaction from the vendor to the
consumer, or may include several
interconnected intermediaries along the way such
as wholesalers, distributers, agents and retailers.
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22. ANALYSING
DISTRIBUTION
CHANNEL
• What are the alternative distribution
channels
• What are the trends,
• what channels growing importance,
• what new channels emerged or likely
emerged
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24. KEY SUCCESS
FACTOR
• The key success factors are those elements that are
necessary in order for the firm to achieve its marketing
objectives.
• Access to essential unique resources
• Ability to achieve economies of scale
• Access to distribution channels
• Technological progress
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25. PERFORMING
MARKET ANALYSIS
• Identify why a customer would buy your product.
• Define your target market through segmentation.
• Conduct market research.
• Analyze the results of your research.
• Incorporate your findings into strategic business
decisions.
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26. MARKET
RESEARCH
Market research can be of two types:-
Primary Market research
Primary research is original information gathered through your
own efforts to respond to a specific question or set of questions.
This information is normally gathered through surveys,
observation, or experimentation.
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27. Secondary market research
Secondary research exploits existing resources like
company records, surveys, research studies and books
and applies the information to answer the question at
hand. It is normally less time consuming than primary
research, and can be less expensive as well.
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28. CONCLUSION
• Important to know your business inside and out.
• Helps us to stick to the concept of describing the market
and the industry as they exist today, a sort of situation
analysis.
• If Market is analysed well then the stage will be
• set to present your plan and product to the world.
• Helps in proper implementation of Marketing Plan and
Strategy of the product.
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Market Analysis is
