Framework 5 Cs STP 4 Ps Perceptual Mapping Five forces BCG Matrix SWOT

Objective Marketing analysis Creating value Capturing value Positioning Competitor analysis Strategy Marketing Decision making

Marketing Analysis (The 5 Cs)

Customers Company Competitors Collaborators Context

Creating Value

Market Segmentation

Target Market Selection

Product and Service Positioning

Capturing Value

Marketing Mix (The 4 Ps)

Product & Service Place/ Channels Promotion

Pricing

Sustaining Value

Customer Acquisition Profits

Customer Retention

5 Cs
Marketing Analysis Customer Company Competition Collaborators Context

Context STEEP Social Environment Technological Environment Economic Environment Environmental Issues Political and Legal Environment 1. Housing Situation 2. Land price changes

STP
Creating Value Segmentation Target Positioning

Market Segmentation 1. To differentiate customers 2. How much customization should be offer? 3. Recognize each competitors

Geographic Demographic Psychographic Behavior

Major Segmentation Variables

Market Segmentation: Grouping

Single Use Multi Use

Multi Segment

< 500 units

> 500 units

Single Segment

not popular

Fast growth

Market Segmentation: Sizing 1. Top down market sizing

Total Real Estate AREA 100% = 200 B

Single Detached House

= ((20x93)/100)X2 = 37.2 B Baht

Market Segmentation 2. Bottom up market sizing

Total Population Number of customer 13 M 65 M

x
Want to Buy house 20%

Single Detached House

Market Potential 39 B

x
Price per House Price per Person 3M 3M

x
Number of House 1

4P
Capturing Value (Marketing Mix) Product Place (Channels of Distribution) Promotion (Communication Strategy) Pricing

Product A. Product Definition B. Product Line Planning Decisions C. Individual Item Decisions D. The New Product Development Process

Place A. Channel Design B. Channel Management

Promotion A. Task and Tools

Market/ Mission/ Message/ Media/ Money/ Measurement

B. Nonpersonal Vehicals
Creating/ Describing/ Suggesting/ Distinguishing

C. Personal Selling D. Constructing the Communication Mix

Price A. Cost Approach/ Cost Plus B. Market Approach C. Income Capitalization Approach

Perceptual Mapping
Understand Market Structure
Attribute 1

Attribute 2

Perceptual Mapping
Understand Market Structure
High Price

Brand D 10 M

Brand C 500 M

Brand A 100 M

Privacy

Social

Brand B 10 M

Low Price

Five Forces
Competitor analysis

BCG Matrix
Positioning

SWOT
Marketing Decision Making

Homework
Terminal 21 Asiatique Mansion 7 Central Embassy Palio CDC Gateway Ekamai MBK K village
Competition analysis and positioning Report A4 (3-5 pages excluding images) Due date: Next week