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Market Analysis

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Market Analysis

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Market Position

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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 leaders position
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Market Objectives

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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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Market Segments

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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

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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
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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

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Which Segment?

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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
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Market Structure

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Market Structure
Nature of the market structure determines marketing strategy:
Pricing strategy Branding? Product Differentiation? Market Penetration? Market Skimming? Direct Selling?

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