Market & competitor analysis template in PPT
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This document provides a template and guidance for conducting a market and competitor analysis. It includes sections for analyzing the target market, market size and growth, market profitability and trends, and key success factors. The competitor analysis section includes templates for identifying competitors, comparing competitors based on various criteria, positioning competitors on a matrix, and ranking the top competitors. The overall aim is to save consultants time by providing an editable PowerPoint template to analyze the market and key competitors for a given business.
Market & competitor analysis template in PPT
- 1. Market and Competitor analysis Training & Template By Former Deloitte & McKinsey Consultants
- 2. 22 Objective of this document Save time and make the difference by using our Competitor Analysis training and template in editable PowerPoint slides created by former Deloitte & McKinsey management consultants “ ”
- 4. 44 Important advice The slides containing “Guiding principle” in their right top corner are just explanatory slides and should be removed from the final version of your document
- 5. 55 Market & Competitor Analysis Company Name: Date: Author: Business Unit: Email: Phone: Example name 08/10/2014 John Example Example A [email protected] 04 20 30 40 50
- 6. 66 Table of content 1. Market analysis 1.1. Target market 1.2. Market size 1.3. Market growth 1.4. Market profitability 1.5. Market trends 1.6. Key success factors 2. Competitor analysis 2.1. Competitor identification 2.2. Competitor comparison 2.3. Competitor positioning 2.4. Competitor ranking 2.5 key findings
- 7. 77 1. Market analysis 1. Market analysis 1.1. Target market 1.2. Market size 1.3. Market growth 1.4. Market profitability 1.5. Market trends 1.6. Key success factors 2. Competitor analysis 2.1. Competitor identification 2.2. Competitor comparison 2.3. Competitor positioning 2.4. Competitor ranking 2.5 key findings
- 8. 88 1. Market analysis 1.1.Target market - Template • Describe in this text block your target market(s), that is to say the group of customers that you want to market your products to. • To identify your target market(s), you can use customer segmentations such as: o Geographic segmentation o Demographic/socioeconomic segmentation: gender, age, income, occupation, education, household size, and stage in the family life cycle) o Attitudes o Psychological profiles • If you have more than one target market, you ideally will have to tailor your mix marketing (4Ps) for each one of your target markets Target Market description
- 9. 99 1. Market analysis 1.2.Target market size - Template • Estimate the Total Available Market (TAM) size • TAM refers to the global revenue opportunity available for a product or service • Some sources of information such as government data, trade associations, financial data from major players and customer surveys should help you to provide a rough estimation Total Available Market (TAM) Total Available Market (TAM) Serviceable Available Market (SAM) • Estimate the Serviceable Available Market (SAM) size • SAM refers to the percentage of the Total Available Market (TAM) that you can actually serve Serviceable Available Market (SAM) • Estimate your Target Market size based on your estimation of the TAM and SAM size • Target market refers to the group of customers that you want to market your products to Your Target MarketTarget Market Market Share • Estimate your market share (in percentage and dollars) based on your unique selling proposition and marketing plan • Your market share refers to a percentage of your target market Your Market Share
- 10. 1010 1. Market analysis 1.3.Target market growth - Template • Estimate the Total Available Market (TAM) revenue growth Total Available Market (TAM) Total Available Market (TAM) Serviceable Available Market (SAM) • Estimate the Serviceable Available Market (SAM) revenue growth Serviceable Available Market (SAM) • Estimate your Target Market revenue growth Your Target MarketTarget Market Market Share • Estimate your market share growth Your Market Share • A simple way of forecasting the market growth is to extrapolate historical data into the future • A more accurate way is to study growth drivers such as demographic information and sales growth in complementary products - 10% every year between 2014 and 2020 + 1% every year between 2014 and 2020 + 10% every year between 2014 and 2020 + 2% every year between 2014 and 2020
- 11. 1111 1. Market analysis 1.4.Market profitability - Guiding principles The Porter’s Five Forces tool is helpful to assess the attractiveness and profitability of a market or industry by analyzing the forces acting upon it: Rivalry • British Airways • British Midland • Dan Air Bargaining power of Suppliers • Fuel companies • Aircraft companies • Labor • Catering suppliers Bargaining power of Buyers • Business travellers • Pleasure travellers Threat of new entrants • Foreign airlines • National airlines • New companies Threat of Substitute products • Bus, Rail, Car • Video conferencing Example of the Porter’s five forces tool applied in the airline industry
- 12. 1212 1. Market analysis 1.4.Market profitability - Template (1/2) The Porter’s Five Forces tool is helpful to assess the attractiveness and profitability of a market by analyzing the forces acting upon it: Rivalry • Insert a brief description Bargaining power of Suppliers • Insert a brief description Bargaining power of Buyers • Insert a brief description Threat of new entrants • Insert a brief description Threat of Substitute products • Insert a brief description
- 13. 1313 1. Market analysis 1.4.Market profitability - Template (2/2) • Insert a more comprehensive description Bargaining power of Suppliers • Insert a more comprehensive description Bargaining power of Buyers • Insert a more comprehensive description Rivalry among firms • Insert a more comprehensive description Threat of Substitute products • Insert a more comprehensive description Threat of new entrants
- 14. 1414 1. Market analysis 1.5.Market trends - Guiding principles
- 15. 1515 1. Market analysis 1.5.Market trends - Template • Insert the description of the trend #1 Insert the title of the trend #1 • Insert the description of the trend #2 Insert the title of the trend #2 • Insert the description of the trend #3 Insert the title of the trend #3
- 16. 1616 1. Market analysis 1.6.Key success factors (KSF) - Guiding principles
- 17. 1717 1. Market analysis 1.6.Key success factors (KSF) - Template • Insert the description of the KSF #1Insert the title of the KSF #1 • Insert the description of the KSF #2Insert the title of the KSF #2 • Insert the description of the KSF #3Insert the title of the KSF #3
- 18. 1818 2. Competitor analysis 1. Market analysis 1.1. Target market 1.2. Market size 1.3. Market growth 1.4. Market profitability 1.5. Market trends 1.6. Key success factors 2. Competitor analysis 2.1. Competitor identification 2.2. Competitor comparison 2.3. Competitor positioning 2.4. Competitor ranking 2.5 key findings
- 19. 1919 2. Competitor analysis 2.1.Competitor identification - Template • Competitor A • Competitor B • Competitor C • Competitor D 1.Key National Competitors • Competitor E • Competitor F • Competitor G • Competitor H 2.Key International Competitors • Competitor L • Competitor M • Competitor N • Competitor O 4.New Entrants • Competitor I • Competitor J • Competitor K 3.Substitutes Split your competitors in meaningful categories aligned with your scope
- 20. 2020 2. Competitor analysis 2.2.Competitor comparison - Template (1/2) Criteria Revenue Profit Market share Main activity Number of employee Product quality Insert your own text Competitor A Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Competitor B Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Competitor D Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Compare your competitors with relevant criteria
- 21. 2121 2. Competitor analysis 2.2.Competitor comparison - Template (2/2) 0 0.5 1 1.5 2 2.5 3 3.5 4 Competitor A Competitor B Competitor C Competitor D Competitor E Revenue Profit Competitor Revenue and Profit Insert your key message You can edit the data chart with the following process: >Double click on the graph > click Design > Click on “Edit Data” >Update the table with your own data
- 22. 2222 2. Competitor analysis 2.3.Competitor positioning - Template Position your competitors with a 2 by 2 or 3 by 3 matrix using relevant criteria 20 15 10 5 0 -5 A B C Gaining market share Losing market share Average market growth 0 10 20 30 40 50 CompanyGrowth(%) Market Share (%) = $ xx million in sales Insert your key message 60 D
- 23. 2323 2. Competitor analysis 2.4.Competitor ranking - Template Rank your top 3 competitors and insert their logo in the slide
- 24. 2424 Click here to download the editable PowerPoint version and missing slides at www.slidebooks.com