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Understanding Markets

Understanding Markets. Analyzing Markets. Toyota teenagers and 20 somethings already account for 6% of sales. How to reach them? Scion ?. 1. Markets are moving targets Look at demographics Market Share is a Vital statistic Kodak in China has 70% plus market share.

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Understanding Markets

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  1. UnderstandingMarkets

  2. Analyzing Markets • Toyota • teenagers and 20 somethings already account for 6% of sales. How to reach them? • Scion?

  3. 1.

  4. Markets are moving targets • Look at demographics • Market Share is a Vital statistic • Kodak in China has 70% plus market share

  5. Analyzing Customer Needs, Behavior, and Influences • Cultural considerations • Sub-cultures • Social considerations • Family • Personal Factors • Lifestyle (Psychographics) 973 • 97330 • Motivation • Perception • Attitudes

  6. Sources for consumer research • www.census.gov Census • www.crc-conquest.org Conference Board Consumer Research Center • Http://sosig.ac.uk Social Science information gateway • http://cyberatlas.internet.com Cyberatlas Web usage • www.geohive.com Global statistics

  7. Business Markets • Organizational connections • Buying Center • Organizational Considerations • Derived Demand

  8. Business sources • www.census.gov/epcd/www./naics.html (NAICS industrial classification data) • www.ceoexpress.com • www.inc.com • www.industryweek.com • www.ecommercetimes.com

  9. Corvallis • Chamber of Commerce • Welcome to Corvallis • Visit Corvallis • Slide show • More pictures

  10. Generation Y Trendsetters top 15 brands 15. RedStripe Jamaican beer 14. VitaminWater 13. Converse 12. Volkswagen 11. Levi’s

  11. 10. H&M clothing stores 9. Target 8. AmericanApparel 7. Adidas 6. Whole Foods

  12. 5. Ben & Jerry’s 4. In-N-Out Burger starts their employees out at $10 an hour -- which made the trendsetters happier to eat there, as opposed to some fast-food chains where all the workers look miserable." 3. Jet Blue "They loved everything about Jet Blue, noting that the airline is much easier to navigate, the flights are always cheap, always one-way and don't have a lot of weird special prices and restrictions,"

  13. 2. Trader Joe’s • They liked that the company has a dorky newsletter and makes their employees wear silly Hawaiian shirts.

  14. Apple Outlaw Consulting, a San Francisco research firm, concluded that Generation Y trendsetters are more drawn to brands that speak to them in a "straightforward and stripped-down way, use plain packaging, and avoid excess

  15. Outlaw surveyed 100 of what it calls its "most forward trendsetter panelists" in New York City, Los Angeles, San Francisco and Miami, asking them which companies they most respected, and why. • the preference for simplification, lean-and-clean styling and all-in-one convenience could be motivated by environmental concerns. In other words, as the "green lifestyle" is something more and more people aspire to, the notion of excess has fallen into disfavor

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