MARKET ANALYSIS

Segmentation, targeting, Positioning, Mapping

Maher ARAFAT, June, 2010

Market AnalysisKnowing about markets is important, but

businesses also need information about customers.

Not all of us like or buy the same thing (music, food, books or shops).

so businesses need to find some way of group people with similar tastes together, this is called SEGMENTATION.

This will result in marketing products more successfully.

Why we need to segment our customers?Because in a good strategic plan, we are

always working on growing the organization.How we grow?We grow by providing value. Growth = Value.

What is value?People giving money for something in

exchange.

Segmentation / Grouping

so businesses need to find some way of group people with similar tastes together, this is called SEGMENTATION.

This will result in marketing products and services more successfully.

Some examples …

The magazines market …(Children, Teenage, women, men)

The publishers segmented the market by age is this case.

also they can segment the market by lifestyle and interests.(gardening, fishing, auto, decoration..)

Thing of the car marketWrite down how this market is

segmented…?Try to give some examples of brands of

cars targeted to each segment…

Car market segmentsAge:

Income:

Gender:

Car market segmentsAge:

Golf vs. VernaIncome:

BMW 5 Series vs. Ford FocusGender:

Fiat vs. Tuscan

TargetingBusinesses by knowing which segments

they are targeting they can better decide:

WHEN?WHERE?HOW?

To advertise to attract those people.

Segmentation CriteriaIf asked to suggest segmentation

criteria.Think about:The product/service and come up with

realistic suggestions.If analysis is required, think about:Show the consequences of segmentation.

Segmenting Customers Consequences

Knowing how, when and where to advertise can mean the business to spend less on advertising and be more successful in advertising

This can lead to: lower prices , so

higher sales, Profitability $$$$$$$

Customer group Video

3 Types of MarketsTo Business To Customer To

Government

Initiated by Business

B2BThe idea factorywww.ideafactory.com

B2C

www.classmates.com

B2GWestern Australia Gov Supplywww.ssc.wa.gov.au

Initiated by Customer

C2BBetter Business Bureauwww.bbb.org

C2Cwww.ebay.com

C2Gwww.fovworks.gov

Initiated by Government

G2BSmall Business Administrationwww.sba.gov

G2CCalifornia Statewww.state.ca.us

G2GGov. One Solutionswww.govonesolution.com

We Dare2010