Marketing Analysis

Topics: Marketing, Financial markets, Competitor analysis Pages: 4 (847 words) Published: January 15, 2014
Market segmentation is the basis for a differentiated market analysis. Differentiation is important. One main reason is the saturation of consumption, which exists due to the increasing competition in offered products. Consumers ask for more individual products and services and are better informed about the range of products than before. As a consequence, market segmentation is indispensable.[2] Segmentation includes a lot of market research, since a lot of market knowledge is required to segment the market. Market research about market structures and processes must be done to define the “relevant market”. The relevant market is an integral part of the whole market, on which the company focuses its activities. To identify and classify the relevant market, a market classification or segmentation has to be done.[3] Dimensions of market analysis[edit]

David A. Aaker outlined the following dimensions of a market analysis:[4] Market size (current and future)
Market Trend
Market growth rate
Market profitability
Industry cost structure
Distribution channels
Key success factors
Key success Details
The goal of a market analysis is to determine the attractiveness of a market, both now and in the future. Organizations evaluate the future attractiveness of a market by gaining an understanding of evolving opportunities and threats as they relate to that organization's own strengths and weaknesses. Organizations use the finding to guide the investment decisions they make to advance their success. The findings of a market analysis may motivate an organization to change various aspects of its investment strategy. Affected areas may include inventory levels, a work force expansion/contraction, facility expansion, purchases of capital equipment, and promotional activities. Elements[edit]

Market size[edit]
The market size is defined through the market volume and the market potential. The market volume exhibits the totality of all realized sales volume of a special...
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