MARKET
IDENTIFICATION
AND ANALYSIS
BALTAZAR BOLANTE CURAMENG MAGLACAS MANGUBAT Group 1
WHAT IS MARKET?
It is defined as the sum of all the buyers and
sellers in the area or region under
consideration.
It is the value, cost, and price of items traded as
per forces of supply and demand in a market.
The market may be a physical entity, or may be
virtual.
ENVIRONMENT SCANNING
The monitoring, evaluating, and
disseminating of information from the
external and internal environments to key
people within the corporation to avoid
strategic surprise and ensure the long-term
health of the firm.
EXTERNAL ENVIRONMENT
WHAT IS MARKET ANALYSIS?
Market Analysis is a tool to identify
and assess the attractiveness of
business opportunity.
OBJECTIVES OF
MARKET ANALYSIS
•Determine the attractiveness of market
•Find and 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
HOW DOWS MARKET
ANALYSIS HELP?
A market analysis answers these questions:
•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?
DIMENSIONS OF MARKET
ANALYSIS
•Market Size •Market Profitability
•Market Segment •Industry Cost Structure
•Market Trends •Distribution Channel
•Market Growth Rate •Key Success factors
MARKET SIZE
•Total Annual Size
•Current and future Market Size
MARKET SEGMENT
•Geography and location
•Customer Segment
MARKET TRENDS
•Identify the trends in market segment within which the product fits
•If the market segment is growing and is projected to continue to
grow, then it is upward trend
MARKET GROWTH RATE
•Market condition
•Sales growth of complimentary products
•Product Life Cycle
MARKET PROFITABILITY
•Potential profit
•Factors that affect the market profitability
PORTER’S FIVE FORCES MODEL
TECHNOLOGY PUSH VS. MARKET PULL
INDUSTRY COST STRUCTURE
•Identifying the key factors for success
•Formulating strategies to develop a competitive advantage
DISTRIBUTION CHANNEL
•Vendor to Consumer (Logistics)
•A distribution channel can be direct, or may include
several interconnected intermediaries
KEY SUCCESS FACTORS
•Elements necessary to achieve marketing objectives
•Access to essential unique resource
•Ability to achieve economies of scale
•Access to distribution channels
•Technological progress
PERFORMING MARKET ANALYSIS
•Identify why a customer will buy your product
•Conduct Market research
•Incorporate findings into strategic business decisions
IDENTIFYING MARKET SEGMENTS
AND TARGETS
Target market identification, by definition, is the method
used to sort potential clients for sales and marketing campaigns,
advertising and promotions using income, demographic, and
lifestyle characteristics of a market and census information.
STEPS IN IDENTIFYING TARGET MARKETS
1. Defining sources where products and/or services are most likely
needed.
2. Researching the volume of products and services sold and used
over a broad demographic area.
3. Studying sources of raw materials that are required to produce
products or services.
4. Identifying major competitors to determine the location of target
markets
MARKET SEGMENTATION
MARKET SEGMENTATION divides a market into well-defined
slices. A market segment consists of a group of customers who
share similar set of needs and wants. The marketer’s task is to
identify the appropriate number of nature of market segment
and decide which one(s) to target.
DEMOGRAPHIC CHARACTERISTICS
•Age •Social class
•Sex •Occupation
•Income •Religion
•Education •Race
•Stages in life cycle
PSYCHOLOGICAL BEHAVIORAL
CHARACTERISTICS CHARACTERISTICS
•Personality •Knowledge of product
•Lifestyle •Attitude towards product
•Hobbies & Interest •Use of product
•Values & Beliefs •Response to product
GEOGRAPHIC CHARACTERISTICS
•Rural
•Urban, rural, suburban
•Region
•Climate
•City Size
•Population Density
References
Studocu. (n.d.). Market identification and analysis. Retrieved from
https://www.studocu.com/en-us/document/purdue-university/engineering-
management/market-identification-and-analysis/15482571?
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THANK YOU
