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Module 2 Market Analysis

This document summarizes key concepts in market analysis including understanding the marketing environment, consumer and organizational buying behavior, and market measurement. It describes forces in the macroenvironment like political, economic, sociocultural, and technological factors. The microenvironment includes suppliers, distributors, customers, and competitors. Methods of market measurement aid in understanding market potential, size, growth, and share by segment. Forecasting provides information on trends, scenarios, and prepares managers to react to changes.

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nevin joseph
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247 views16 pages

Module 2 Market Analysis

This document summarizes key concepts in market analysis including understanding the marketing environment, consumer and organizational buying behavior, and market measurement. It describes forces in the macroenvironment like political, economic, sociocultural, and technological factors. The microenvironment includes suppliers, distributors, customers, and competitors. Methods of market measurement aid in understanding market potential, size, growth, and share by segment. Forecasting provides information on trends, scenarios, and prepares managers to react to changes.

Uploaded by

nevin joseph
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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MODULE 2

MARKET
ANALYSIS
Content
• Understanding Marketing Environment
• Consumer & Organization buying
Behavior
• Market Measurement
ENVIRONMENT
Forces affecting company’s ability to deliver products to
customers

MICROENVIRONMENT

MACROENVIRONMENT
• Political factors
• Economic factors
MACROENVIRONMENT • Socio-cultural
factors
• Technology

• Suppliers
• Distributors
MICROENVIRONMENT • Customers
• Competitors
ECONOMIC FORCES

Income
• Ability to spend
• Willingness to spend money

Inflation
• Lower purchasing power
• Decrease cost of production to counter it
Recession
• Greater efficiency required
• Recession perpetuates

Interest rate
• Affects cost of borrowing
• Affects operating costs

Exchange rate
• Nature of business global
• Strong/ weak currencies affect revenues
TECHNOLOGICAL FACTORS
Technologies Technologies
Technologies
for products for business
for nations
and services models
Develop new
Basic and Run businesses
products and
Applied research differently
services

Increase
Level of nation’s Run businesses
revenues and
development better
profits
The
Changing
structures of
families

SOCIO Multiple
Values CULTURAL lifestyles
FACTORS

Time
starved
customers
Children
(5-12)

People Adolescents
above 60 (12-19)

DEMOGRAPHIC
FACTORS

People
Youth
between
(20-34)
(45 and 60)

People
between
(35 and 45)
Political
structure
and stability

Understand POLITICAL- Laws


and comply LEGAL governing
with laws ENVIRONMENT businesses

Conducive
business
environment
Number of
competitors

Changing
Relative size
customers

COMPETITIVE
ENVIRONMENT

Competition
from new Degree of
technologies interdependence

Competition
within industry
Goals
Identification
of strategy
Policies

COUNTRY Resources
ANALYSIS
Context Players

Rules of the
Performance
game
Consumer Buying Process
Market Measurement
• Market measurement: The main aim for
market measurement is to aid marketing
management to understand market or sales
potential which is relevant to a specific
geographical area, period of time, products
and market segments.
• Ordinal analytics will help you to understand
the market potential by studying the market
share, size and growth by customer segments
and products
TBC………..
• Forecasting: In today’s fluid business environment,
managers need the most reliable prognostic information
about emergent trends, “what if” scenarios and they need it
early enough to provide ample time to prepare and react.
• Ordinal analytics: provides adaptable solutions that can be
customized to either a client’s technology platform or
seamlessly integrate with industry specific technology. By
leveraging an understanding of business requirements,
industry challenges, and macroeconomic factors—and
applying advanced statistical and econometric techniques—
we are able to establish an appropriate forecasting
framework, execute on the collection and analysis of the
latest prognostic data, and rapidly reassess go-forward
conditions as new inputs become available.

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