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PROJECT EVALUATIONS BASED ON MARKET RESEARCH

PROJECT EVALUATIONS BASED ON MARKET RESEARCH. MARKET FEASIBILTY FACTORS. INFLUENCE CONTINUATION AT ANY POINT IN THE PROJECT MARKETING RESEARCH EVALUATES STATUS OF: PRODUCT DEMAND RELATIVE TO THE COMPETITION COMPETITIVE PRICE RELATIVE TO THE ALTERNATIVES. TECHNICAL FEASIBILTY FACTORS.

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PROJECT EVALUATIONS BASED ON MARKET RESEARCH

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  1. PROJECT EVALUATIONS BASED ON MARKET RESEARCH

  2. MARKET FEASIBILTY FACTORS • INFLUENCE CONTINUATION AT ANY POINT IN THE PROJECT • MARKETING RESEARCH EVALUATES STATUS OF: • PRODUCT DEMAND RELATIVE TO THE COMPETITION • COMPETITIVE PRICE RELATIVE TO THE ALTERNATIVES

  3. TECHNICAL FEASIBILTY FACTORS • THE COMPETING PROCESSES TO MANUFACTURE THIS PRODUCT • LEVEL OF DEVELOPMENT OF VARIOUS TECHNICAL ALTERNATIVES • TECHNICAL RISK RELATED TO NON-COMMERCIALIZED PROCESSES

  4. RISK ANALYSIS • ANALYZE FACTORS THAT AFFECT THE RISK OF THE PROJECT • EQUIPMENT CHOICE AND DESIGN • HIGHER RISK IF THE PROCESS REQUIRES PROTOTYPE EQUIPMENT • LOW RISK IF THE PROCESS INCORPORATES EXISTING EQUIPMENT FOR A NEW USE?

  5. INVESTMENT RISK • BASED ON CORPORATE TARGETS • COMPLETE CAPITAL COST (BASED ON ESTIMATE) FOR THE PROJECT FALL IS WITHIN INVESTMENT GUIDELINES FOR THIS COMPANY • OPERATING COSTS (BASED ON ESTIMATE) • CERTAINTY OF CONVERSION COSTS BASED ON ANTICIPATED RANGES OF MATERIALS PRICES • CERTAINTY OF CONVERSION COSTS BASED ON ANTICIPATED RANGES OF LABOR AND UTILITY PRICES

  6. CASH FLOW ANALYSIS • COMPARE THE REQUIRED PRICE BASED ON DCCR WITH THE MAXIMUM PRICE BASED ON THE COMPETITION. • COMPARISON OF IMPACT OF VARIOUS FINANCING AND PROCESS ALTERNATES

  7. MARKET RESEARCH • MARKETING ANALYSIS FOR NEW PRODUCTS OR DIFFERENT GRADES OF EXISTING PRODUCTS • PRODUCT SPECIFICATIONS - DEPEND ON END-USE • PROPERTIES - CHEMICAL, PHYSICAL, HAZARDOUS MATERIALS (FOR RISK ANALYSIS) • ALTERNATE PROCESSES - THAT MAY USE THE PRODUCT FOR FEEDSTOCK

  8. NEW AND EXISTING PRODUCT DEMAND ANALYSIS • DEPEND ON THE TYPES OF MARKETS, EXTERNAL AND CAPTIVE CONSUMPTION, AND THEIR LEVEL OF DEVELOPMENT • LEVELS OF MARKET DEVELOPMENT • NEW • DEVELOPING • CAPTIVE • EXTERNAL • MATURE

  9. MATURE MARKETS • LOW OR NEGATIVE GROWTH RATES • LIMITED NEW GROWTH ANTICIPATED UNLESS NEW USES ARE DEVELOPED • NUMBER OF PRODUCERS IS OFTEN LIMITED TO 3 OR 4 DOMESTIC PRODUCERS FOR EXTERNAL PRODUCTS • PRICE MAY BE DOMINATED BY CAPTIVE PRODUCTION THAT SETS THE COST BASELINE

  10. MATURE MARKETS • FREQUENT REVIEW OF RAW MATERIAL SUPPLIERS • DIFFERENT GRADES OF THE PRODUCT BEING EVALUATED IN RESEARCH • DEFINED CUSTOMER BASE - SUBSEQUENT PROCESSES DEVELOPED ON THE BASIS OF THIS MATERIAL • LIMITED HAZARDOUS MATERIALS RISK

  11. DEVELOPINGMARKETS • GROWTH RATES EXCEEDING SOME STANDARD FOR "NORMAL" GROWTH AND CHARACTERISTICS DEPEND UPON THE FRACTION EXPORTED VS. CAPTIVE. • DEMAND IS VOLATILE - CAN INCREASE OR DECREASE QUICKLY • PROFIT INCENTIVES INVITE NUMEROUS PRODUCERS • PROFIT BASED ON PRICE BECAUSE PRICES ARE HIGH RELATIVE TO MATURE PRODUCTS

  12. DEVELOPINGMARKETS • END USERS TEND TO INVESTIGATE CAPTIVE PRODUCTION • RAW MATERIALS ARE EVALUATED FOR IMPROVING PRODUCT QUALITY AS WELL AS PRICE REDUCTION • VOLUME CAN RESPOND TO PRICING BASED ON REPLACEMENT OF OTHER MATERIALS IN SUBSEQUENT OPERATIONS

  13. NEW PRODUCT MARKETS • ARE THE LEAST DEFINED • PRICE POTENTIAL IS LIMITED ONLY BY END USE VALUE • SMALL PLANTS BASED ON ONLY ONE TECHNOLOGY - POTENTIAL FOR RAPID OBSOLESCENCE • EXTREMELY VOLATILE DEMAND - POSSIBLY ONLY ONE CUSTOMER AND/OR CAPTIVE DEMAND. • EXTREME HAZ-MAT RISKS

  14. SUMMARY COMPARISON OF MARKET TYPES

  15. SUMMARY COMPARISON OF MARKET TYPES

  16. EXAMPLE OF MARKET ANALYSIS • THIS ANALYSIS WAS COMPLETED FOR PHILIPS REGARDING THE MARKET FOR DEFIBRILLATORS • THE ORIGINAL IS ON THE NET AT www.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdf

  17. www.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdfwww.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdf

  18. www.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdfwww.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdf

  19. www.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdfwww.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdf

  20. www.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdfwww.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdf

  21. www.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdfwww.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdf

  22. www.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdfwww.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdf

  23. www.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdfwww.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdf

  24. www.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdfwww.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdf

  25. www.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdfwww.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdf

  26. www.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdfwww.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdf

  27. www.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdfwww.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdf

  28. www.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdfwww.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdf

  29. www.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdfwww.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdf

  30. www.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdfwww.philips.com/assets/Downloadablefile//pms_deborah_disanzo-1344.pdf

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