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Market Analysis Tools
Hillary Jenkins, Otago Polytechnic
http://flickr.com/photos/hannah_and_simon/359805696/
Environment
Factors affecting an organisation
– Micro environment
– Macro environment
Macro
Micro
Environment
• Macro
– External forces which can have an effect on an organisations operations
• Often out of the control of an organisation
• PEST analysis
PEST-E
• Political/Legislative
• Economic
• Socio-cultural
• Technological
• Environmental
Environment
• Micro Factors
– The competition
• An organisation facing aggressive competition is likely to respond in a similar manner
– Cheaper air fares
– More ancillary services
– Increased holiday specials
– Extended destinations
Micro
• Organisation structure and style will determine marketing activity
– Hierarchical
– Flat
– Project based
– Matrix
Micro• Marketing intermediaries
– Influencing affect
• Retailers on wholesalers
• The Suppliers
– Influence cost and quality of final product or service
• The Final Customer
– Threat of new entrants
– Critical to the organisation
S.W.O.T. ANALYSIS
INTERNAL AUDIT – Factors over which firm has control
• Strengths
• Weaknesses
EXTERNAL AUDIT – Opportunities
• Threats
Product Analysis
• Composed of both characteristics and features as well as benefits
• Understanding the customers’ requirements may present opportunities for developing or augmenting the product.
• Ongoing analysis of markets & products can assist the firm to improve the fit between their products and the needs of their customers.
Portfolio Analysis
The range of products offered by a company.
• Product item
• Product line
• Product mix
Boston Group Matrix
• Star, Question Mark, Cashcow, Dog
Competitor Analysis
• Competitor analysis table
• Benchmarking
• Complementary business
• Business lifecycle
Market Analysis
Considers trends in the marketplace.
• People with a need or desire for the product.
• People with purchasing power.
• People willing to purchase the product
• Market place
MARKET SHARE
MARKET GROWTH
Evaluation of Strengths and Weaknesses
• The Organisation
• The Marketing System
• The Products
• The Existing Market
• The Suppliers
• The Marketing Intermediaries
Evaluation of Opportunities and Threats
• PEST-E analysis
• Market analysis
• Competitive analysis