Associate professor,
Department of Economics
F. M. Dostoyevsky State University, Omsk
Market Analyses
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Business Planning for History-Related Projects
Содержание
- 1. Business Planning for History-Related Projects
- 2. Table of contents Executive Summary ………………………………………...Background and
- 3. 4. Market AnalysisTarget market The competitionIt’s easier
- 4. The market analysis breaks the industry into
- 5. Market analysis A market analysis differs from
- 6. Know Your Customers Who are
- 7. The definition of your target market must
- 8. 4.1 Target market The market segmentation
- 9. Demographic description age; gender; income; occupation;
- 10. Geographic Description Area served (city district, city,
- 11. Psychographic DescriptionPsychographic types of consumer:Conservative/ResponsibleEnvironmentally ConsciousFamily-OrientedFun-seekingGadget-happyGood HousekeeperHealth-conscious Smart Shopper Socially ResponsibleStatus SeekingTechnically Adept Trend-Setting
- 12. Psychographic DescriptionLifestyle of consumer:Family Stage:Vacation Choices: Favorite
- 13. Behavioral Description Reason/occasion for first purchase:Number of
- 14. Market Size and Trends
- 15. 4.2. The competitionA statement “We have no
- 16. Preparing the competitive analysisWho your major competitors
- 17. Market Share DistributionCompanies that generate a significant
- 18. Identification of competitors Who are your major
- 19. Market Share Distribution
- 20. Competitive analysis matrix: Customer Perception FactorsProduct/Service
- 21. Other Factors Affecting Your Ability to CompeteFirst
- 22. Do a little fortune-tellingWho are your new
- 23. Video https://www.youtube.com/watch?v=DUuirqtSqpgmarketing segmentation..Segmentation, Targeting, and Positioning - McDonald'shttps://www.youtube.com/watch?v=RcRFBVIvJHwBusiness plan competitive market analysis: know your competitionwww.youtube.com
- 24. Thank you for attention! E-mail: Fomina-u-a@yandex.ruhttps://vk.com/bp4hp
- 25. Скачать презентанцию
Table of contents Executive Summary ………………………………………...Background and History ……………………………………..Product or Service …………………………………………..Market Analyses …………………………………………….Marketing and Sales ………………………………………...Management and Organization ……………………………..Manufacturing Process ……………………………………...Implementation Plan ………………………………………...Risk assessment …………………………………………….. Financials …………………………………………………... Appendices …………………………………………………
Слайды и текст этой презентации
Слайд 1Business Planning for History-Related Projects
Omsk, 2016
Fomina Yulia,
PhD in Economics,
Associate professor,
Слайд 2Table of contents
Executive Summary ………………………………………...
Background and History ……………………………………..
Product or Service
…………………………………………..
Market Analyses …………………………………………….
Marketing and Sales ………………………………………...
Management and Organization ……………………………..
Manufacturing Process
……………………………………...Implementation Plan ………………………………………...
Risk assessment ……………………………………………..
Financials …………………………………………………...
Appendices …………………………………………………
Слайд 34. Market Analysis
Target market
The competition
It’s easier to get a
piece of an existing market than it is to create
a new one.
Слайд 4The market analysis
breaks the industry into segments and focuses
on the specific segment or segments that the firm will
serve.
Слайд 5Market analysis
A market analysis differs from a marketing plan.
An analysis enables you to identify and understand your customers;
a marketing plan tells how you are going to reach your customers.you need to identify the particular market segments you wish to reach.
Слайд 6
Know Your Customers
Who are your customers?
What do they want?
How do they behave?
What can they afford?
Слайд 7The definition of your target market must meet these criteria
Definable.
It should have specific characteristics identifying what the potential customers
have in common.Meaningful. The characteristics must meaningfully relate to the decision to purchase.
Sizable. It must be large enough to profitably sustain your business.
Reachable. Both the definition and size must lead to affordable and effective ways to market to your potential customers.
Слайд 84.1 Target market
The market segmentation is a process of
dividing a market into particular segments or parts that have
similar characteristics as demographic, geographic, psychographic, and behavioral.
Слайд 9Demographic description
age;
gender;
income;
occupation;
marital status;
family size;
ethnic group; l
level of education;
home ownership; etc.
Слайд 10Geographic Description
Area served (city district, city, region, nation, etc.);
Density (urban,
rural, suburban, etc.);
Location of customer business (mall, business district,
industrial area, etc.);Climate conditions;
Languages spoken;
Quality of infrastructure (e.g., roads, telecommunications, utilities).
Слайд 11Psychographic Description
Psychographic types of consumer:
Conservative/Responsible
Environmentally Conscious
Family-Oriented
Fun-seeking
Gadget-happy
Good Housekeeper
Health-conscious
Smart Shopper
Socially
Responsible
Status Seeking
Technically Adept
Trend-Setting
Слайд 12Psychographic Description
Lifestyle of consumer:
Family Stage:
Vacation Choices:
Favorite Websites:
Favorite TV
Shows
Favorite Music
Hobbies/Sports/Other Forms of Entertainment:
Organizations/Affiliations:
Political Affiliation:
Religion
Type of Car
Owned
Слайд 13Behavioral Description
Reason/occasion for first purchase:
Number of times they’ll purchase:
Interval between
purchases:
Amount of product/service purchased:
Motivation for continued use:
How long to make
decision to purchase:Where customer first learned about product/service:
Place where customer purchases product/service:
Where customer uses product:
How customer uses product:
Method of payment:
Слайд 154.2. The competition
A statement “We have no competition” indicates that
either:
1) you have not fully examined the realities of your
business; or 2) there is no market for your concept.
Слайд 16Preparing the competitive analysis
Who your major competitors are;
On what basis
you compete;
How you compare;
Potential future competitors; and
Barriers to entry for
new competitors.
Слайд 17Market Share Distribution
Companies that generate a significant portion of all
sales to the target market must be carefully considered because
they:Generally define the standard features of the product or service;
Substantially influence the perception of the product or service by customers; and
Usually devote considerable resources to maintaining their market share.
Слайд 18Identification of competitors
Who are your major competitors? Where are they?
On what basis do you compete? What is their size
and potential? What are their market shares?Direct competitors
Indirect competitors
Future competitors
Слайд 20Competitive analysis matrix:
Customer Perception Factors
Product/Service Features
Purchase Price
Indirect
Costs
Quality
Durability/Maintenance
Image/Style/Design
Perceived Value
Brand Recognition
Customer Relationships
Location
Delivery Time
Convenience of Use
Credit Policies
Customer Service
Social Consciousness
Слайд 21Other Factors Affecting Your Ability to Compete
First Mover Advantage
2) Barriers
to Entry
Patents
High start-up costs
Substantial expertise required
Market saturation
Слайд 22Do a little fortune-telling
Who are your new competitors likely to
be?
How long will you have the field to yourself
before other competitors jump in?
Слайд 23Video
https://www.youtube.com/watch?v=DUuirqtSqpg
marketing segmentation..
Segmentation, Targeting, and Positioning - McDonald's
https://www.youtube.com/watch?v=RcRFBVIvJHw
Business plan competitive
market analysis: know your competition
www.youtube.com
