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Market Analysis
Market Analysis
Market Position
Market Position
• Market Niche – small part of an
existing market
• Market Leader – maintain dominant
position in the market?
• Market Follower – Follow the lead of
the market leader – pricing, product
development, etc.
• Market Challenger – Seek to adopt
strategies to challenge market leader’s
position
Market Objectives
Market Objectives
• Will involve/determine
some or all of the
following:
– Market Penetration
– New Product
Development
– Branding
– Diversification
– SWOT Analysis
– Product Portfolio – How can football clubs market
Product Life Cycle, themselves in new markets like China?
Copyright: Stock.Xchng
Boston Matrix
Market Segments
Social Class
• Registrar General's Grouping:
• Class 1 – Higher managerial and professional
• Class 2 – Lower Managerial and professional
• Class 3 – Intermediate Occupations
• Class 4 – Small employers, self employed
• Class 5 – Lower Supervisory
• Class 6 – Semi Routine
• Class 7 – Routine
• Class 8 – Long term unemployed/never employed
Social Class
• Institute of Practitioners in Advertising (IPA)
Grouping
– A – Higher managerial, professional and
administrative
– B – Middle management, professional and
administrative
– C1 – Supervisory, clerical and junior
management
– C2 – Skilled Manual Workers
– D – Semi and unskilled manual workers
– E – Pensioners, casual workers, unemployed
Which Segment?
Which Segment?
• Mass Markets – high volume, low
margin goods – confectionary, cars,
clothing, food stuffs
• Multiple Segments – appealing to
wider range of groups – e.g. 4x4
vehicles – town, country, gender,
lifestyle, social class?
• Single Segment – often a specialised
product, e.g. machinery, exclusive
goods
Market Structure
Market Structure
• Nature of the market structure
determines marketing strategy:
– Pricing strategy
– Branding?
– Product Differentiation?
– Market Penetration?
– Market Skimming?
– Direct Selling?