Market Analysis Framework 1d1e26

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Market Analysis Framework This detailed 7-phase Market Analysis framework distills the various analyses of the Market, including the Market Place, Supply Side, and Demand Side.

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Problem understanding and definition

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Market environment Political and Socio demolegal graphic,cultural

Economic

4

Supply side

Market Market place: 3 Goods & Services

Technological

5

6

Summary of trends and outlook

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Strategic options / Recommendations

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Demand side

Contents • Market Analysis Framework

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• Market Analyses

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- Problem Understanding and Definition - Market Environment Analysis - Market Place Analysis - Supply Side Analysis - Demand Side Analysis • Market Analysis Conclusions

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- Trends Summary and Outlook - Strategic Options and Recommendations

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Contents • Market Analysis Framework • Market Analyses - Problem Understanding and Definition - Market Environment Analysis - Market Place Analysis - Supply Side Analysis - Demand Side Analysis • Market Analysis Conclusions - Trends Summary and Outlook - Strategic Options and Recommendations

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A market study typically consists of seven steps— the main focus is usually the analysis of the Market (market place, supply, and demand) Framework Overview (1 of 3) Preparations

1

Problem understanding and definition

2

Market environment

Economic

Socio demographic and cultural

Technological

Market

Market analysis 4 Supply side

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Implications

Political and legal

Market place: 3 Goods & Services

5Demand side

Trends Summary and Outlook

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You can preview the full PowerPoint document and 7 Strategic options / Recommendations it at http://learnppt.com/powerpoint/

Main focus of a market analysis

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At each step, there are a number of objects that can be analyzed—these objects can be broadly divided into “Must haves” and “Nice to haves” Framework Overview (2 of 3) 2

1 Problem understanding and definition • Defining the market and the study scope • Understanding the issues

Nice to have

Must have

• Planning effectively

3 Market environment analysis

Market place analysis

• Socio-demographic

• Market size development

• Economic

• Price development

• Political and legal • Technological

• Product and Services • Market place characteristics • Market force structure

• Trends

• Main drivers • Trends

• Deal with the subject before kick-off

• Related markets

THIS IS A PARTIAL PREVIEW

Preparations Market analysis

• Country specifics

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The development of the analysed parameters are the core of a market analysis and the resulting trends are its essence.

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Note there are no rules that are always applicable —whether an object is important for a specific study depends on the respective study focus Framework Overview (3 of 3) 4

5 Supply analysis

 Supply structures / Value Chain  Integration (vertical/horizontal)  Market force structure

Must have

 Players

Demand analysis

 Segment analysis

Summary of trends and outlook  Environmental trends  Supply trends

- Geographical

– Segment characterization

 Demand trends

- Growth

– Purchase criteria – Customer Value Chain

 Trends

 Development of strategic options

– Segment volumes

- Integration - Cooperation

 Buying behaviour

– Market positioning

Strategic options / recommendations

 Market place trends

– Market shares (overall and per product group)

- Behaviour vs. competitors  Recommendations

– Place of purchase – Customer loyalty  Trends

 Company profiles  Benchmark analysis  Best practice

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– Segment definition

– Characterisation

 Stock market information

Nice to have

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 Buying behaviour

 Trends in comparable markets

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– Purchased goods per segment

– Time and frequency of You can preview purchase the full PowerPoint document and – Price it elasticity at http://learnppt.com/powerpoint/

Preparations Market analysis

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Contents • Market Analysis Framework • Market Analyses - Problem Understanding and Definition - Market Environment Analysis - Market Place Analysis - Supply Side Analysis - Demand Side Analysis • Market Analysis Conclusions - Trends Summary and Outlook - Strategic Options and Recommendations

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Understanding the problem and asking the right questions are the most critical success factors when carrying out a market analysis Problem Understanding and Definition Success factors

Questions to ask

Benefits

Defining the market and  What: What Industry, what goods and services? the scope of the study  For whom: What customers?  When: What time horizon?  Where: What geographical region?

 Clearly defined scope  Basis for effective and efficient information gathering

Understanding the issues

 Right approach  Right balance between being focused but covering all relevant aspects  Right level of depth

 Why are we doing the study / what will the study be used for?1  Who is the client and what output is expected (qualitative vs. quantitative, graphs, charts, timeframe etc.)?  What is the problem and what are the relevant questions to be asked?  What are the critical business issues?  What are the relevant parameters to be analyzed?

Planning effectively

 Effective management of client Is the assignment realistic and reasonable?  Anticipation of critical issues What data will be required? THIS IS A PARTIAL PREVIEW  Understanding of required data What are the best sources of information?  Effective time Who the relevantthe people to talk to and when is the management canare preview full PowerPoint document and right time to meet them? it at http://learnppt.com/powerpoint/  What are the milestones and when will they be reached?

    You

1Reasons for carrying out a market analysis: a strategy development project, Benchmark, Market entry decision, New product launch, Market trend adaptation, PR, project sale

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External factors can influence a market heavily – the analysis of the markets environment is therefore a crucial part of every market study Market Environment Analyses Object of analyses

Questions to ask

Parameters to analyse

Socio-demographic and cultural

 How have the socio-demographic and cultural environments developed and how does this affect the analysed market?

 Socio-demographic data: Age, sex,  Key drivers nationality, household structure, mobility, etc.  Developments of demography  Other parameters could be: Acceptance of new products, evolvement of new life styles,  Change of customer behaviour etc.

 What are socio-demographic key drivers relevant to analyzed market?

Economic

Output / benefit

 How has the economic environment developed and how does this affect the analysed market?

 Economic development

 Key drivers

 Per capita income

 What are economic key drivers relevant to analyzed market?

 Work force potential and productivity

 Developments of relevant economic factors

 Exchange rates and inflation  Etc.

Political and legal

 How has the political environment deve-loped Taxes and subsidies and how does this affect the analysed  Labour contracts market?  Import / export restrictions  What are political and legal key drivers relevant to analyzed market?  Environmental conditions

 Key drivers  Developments of political and legal factors relevant to analysed market

Other laws and regulations THIS IS A PARTIAL PREVIEW Technological

 How has the technological environment developed and how does this affect the analysed market?

 Technical maturity of industry and pro-ducts  Key drivers

You can preview the full PowerPoint document and of technological factors  Potential  Developments new materials and processes relevant to analysed market  New / disruptive technologies it atrelevant http://learnppt.com/powerpoint/  What are technological key drivers to analyzed market?

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 Etc.

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paid for them define a market place and are therefore the most important parameters to analyze Market Place Analyses (1 of 2) Object of analyses

Questions to ask

Parameters to analyse

Output / benefit

Market size

 How was the development of the overall market size in Euros and amounts of sold units?

 Quantities of sold goods

 Development of market size

 Prices

 Why is the market growing / shrinking?  How did prices develop and why?

Prices

 Prices

 Price developments and reasons

 Reasons for price changes Goods and Services  How can goods and services be

categorised?

 What was the amount of sold goods and services (in Euros and units) in each category?

 Parameters of categorization: Dependent on  Price and quantity developments market  Development of sold volumes per  Quantities of sold goods per category category  Prices

 How has the product and services structure  Character of sold good developed over time?

 Be in a position to focus on the important categories

 How did prices develop and why?  What are areas of product innovations? Market characteristics

Maturity of market THIS IS A PARTIAL PREVIEW

 What is the market’s history?

 Long-term market development

 Degree of market innovation

 GreatPowerPoint  Market number of possible parameters, for framework You can preview the full document and example: High degree of regulation (energy), very high fragmentation (medical devices), it at http://learnppt.com/powerpoint/ importance of R&D (pharma) etc.

 What makes the analysed market unique?

Must have

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The essence of a market analyses are recommendations based on strategic options Strategic Options and Recommendations Perspective / criteria

Questions to ask

Possible strategies

Geography

 Where do we want to play geographically?

   

Global Global but adapt local Regional Local

Growth

 What is our growth perspective?

    

Expand Hold Consolidate Shrink Withdraw

Recommendations

Integration

 What is our approach towards integration?

 Forward integration  Backward integration

Cooperation

 What is our approach towards cooperation?

   

Acquisition Equity stake Partnering Independency

THIS IS A PARTIAL PREVIEW Behaviour vs. competitors

You can preview PowerPoint document and  What is our behaviour the full Aggressive towards competitors?  Neutral it at http://learnppt.com/powerpoint/  Collaborative  Defensive

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END OF PARTIAL PREVIEW You can preview the full PowerPoint document and it at http://learnppt.com/powerpoint/

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