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Market Analysis - PowerPoint PPT Presentation


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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.

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market position4
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 objectives6
Market Objectives
  • Will involve/determine some or all of the following:
    • Market Penetration
    • New Product Development
    • Branding
    • Diversification
    • SWOT Analysis
    • Product Portfolio – Product Life Cycle, Boston Matrix

How can football clubs market themselves in new markets like China?

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social class
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 class9
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
social class new groupings
Social Class – New Groupings
  • The National Statistics Socio-economic Classification Analytic Classes (NS-SEC)
  • 1. Higher managerial and professional occupations
    • 1.1 Large employers and higher managerial occupations
    • 1.2 Higher professional occupations
  • 2.Lower managerial and professional occupations
  • 3. Intermediate occupations
  • 4. Small employers and own account workers
  • 5. Lower supervisory and technical occupations
  • 6. Semi-routine occupations
  • 7. Routine occupations
  • 8. Never worked and long-term unemployed
which segment12
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 structure14
Market Structure
  • Nature of the market structure determines marketing strategy:
    • Pricing strategy
    • Branding?
    • Product Differentiation?
    • Market Penetration?
    • Market Skimming?
    • Direct Selling?