MARKETING MANAGEMENT

ASSIGNMENT

ON

IDENTIFICATION OF MARKET
OPPERTUNITIES

SUBMITTED TO: PROF.P.SATHYAPRIYA

SUBMITTED BY: ABHINAB BHANJA (09PG182)
Area:
Makarpura ,baroda, Gujarat

Description:
Makarpura is situated in the city of Vadodara. This area unlike other parts of the city is
mostly populated by non Gujarati people due to the presence of ONGC officers’ colony
which is spread over an area of 4 sq miles and comprises of the majority of the population of
the area. All the business and services in this area are growing up mainly to match the
demand of the residents of the colony. Due to the fact that residents of the colony belong
from various different regions of India an array of different product and services needs to be
offered in order to satisfy the varying tastes and preferences of the consumers.

Demographic characteristics:
1. Population:

Total: 80,000 app. (male 53%, female 47%)

2. Income

House hold income(per month) % of households

<10000 8
10000-20000 14
20000-50000 65
50000> 13
In Rs.

3. Age:

Age group(in years) % of population

0 – 12 11
13 – 20 16
20 – 35 28
35 – 50 37
> 50 18

4. Occupation:

Category % of population
Labour(skilled and unskilled) 6
Service 41
Business 17
Housewives 20
Students 16

5. Education:
Group % of population
Illiterate 3
Below SSC 10
SSC 8
Graduates 79

SWOT ANALYSIS
 STRENGTHS:
➢ Majority of the population is educated:
As majority of the people in Makarpura are educated they are able to identify
their needs and preferences and are aware of the different products and
services being provided in other parts of the city

➢ High income households:

Average annual income of the households in Makarpura is high as such most
of the buyers are from upper middle class and higher class.

➢ Lower cost of living:

The cost of living in Baroda in a whole is much lower when compared to other
major cities as such the amount of money that people need to spend on
necessary commodities is less creating more surplus income.

➢ Constant and reliable source of income:

As majority of the population is under the payroll of ONGC their source of
income is reliable as such the consumer market is not hit by economic
uncertainties such as recession and inflation.

➢ Demand for a wide variety of products and services:

As the people of Makarpura belong from different ethnicities they demand for
various products and services which in turn give opportunity to a large number
of business possibilities.

WEAKNESSES:
➢ Very rational buyer :
Most of the buyers in the area are very rational are highly conscious about the
product quality and price as such it difficult to tap the market by heavy
promotion and advertising
➢ Concentrated income source: Since most of the residents of the Makarpura
rely directly or indirectly on ONGC for their income even a slight change in
the policies of ONGC will affect the entire market

OPPERTUNITIES:
The opportunity for different types of products and services in Makarpura area can be judged
by the following parameters:
1. Opportunity matrix:

SUCCESS PROBABILITY
HIGH LOW

HIGH

A
T
T
RLOW
A
C
T
I
V
E
N
E
S
2. Competitors: S
The various S business opportunities can be measured by the amount of
existing competition in that category.

3. Market size:
Refers to the percentage of the total population that comprises the market for the
particular product or service.

4. Market implication:
The potential of the market for the product/service to exist and grow in the Makarpura
region can be measured in terms of potential market, over-saturated market, declining
market, or hidden or ignored market with potential
 OPPORTUNITY FOR DIFFERENT PRODUCTS AND SERVICES

Product / service Product/services Existing Market Market Opportunity

category competi size implications Matrix
tion point
ENTERTAINMENT Auditorium 1 Highly
Cinema hall 0 Potential
Pool parlor 0 81% 1
Bowling alley 0
Gaming station 1
HEALTHCARE Hospital 0 Potential
Clinic 6 100% market 3
Pathological lab 2
FINANCIAL Banks 5 Declining
SERVICES ATM 7 58% market 4
Insurance 0
Stock broking 1
EDUCATION College 2 Saturated
Coaching center 4 16% market 2
School 3
FOOD AND Dairy 1 Potential
BEVERAGES Restaurant 3 85% market 1
Fast-food joint 5
Bar 0
RETAIL Garment branded 0 Highly
Garment non brd. 6 potential
Stationary 4 market
Footwear 3
Convenience
store 4 92% 1
Supermarket 1
Personal care 3
Petrol pump 2
Electronics 0
Mall 0
TRANSPORTATION Bus service 5 Ignored
Taxi 0 15% market with 3
potential
THREATS:

➢ If in the future due to any political or economic reason if ONGC stops its
operations in Vadodara region then the entire market will be destroyed as
majority of the population won’t be there and those left won’t have a source of
income.

➢ Since the composition of the population in terms of regionalism does not

remains constant over a period of time it associates a lot of risk to focus any
product or service toward a particular ethnic segment.

➢ All the existing and potential market opportunities have threat a from
government policies as if the government decides to set up services for the
residents itself then it will be difficult to compete with them.
E.g.: ONGC maintains a Territorial Army battalion Makarpura and if the
government decides to allow the employees of ONGC also to avail the facility
of its CSD canteen then the retail FMCG will face a severe competition.

CONCLUTION
By studying the demographic and market characteristics of Makarpura it can be
identified that there is gap between the consumer wants and availability for the
following category of products and services:
• Entertainment
• Food and beverages
• Retail
• Healthcare
Hence different new business opportunities in the form of products and services can
be introduced in the above categories.

In can be also be observed that transport is a ignored but potential market which can
also be explored