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Market Analysis Framework

Market Analysis Framework

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Published by Pratik Bahua
marketing strategy
marketing strategy

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Published by: Pratik Bahua on Sep 21, 2010
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08/16/2013

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Market Analysis FrameworkGlobal Marketing
This framework is designed as a source of reference for students. It includes broadcategories of data that will be useful for making market comparisons. The data should notbe looked as a mere fact, but should be interpreted in view of the exercise objective. Itmust be adapted for a particular company / product / country. Some of the data may needto be researched specifically and may not be available off-the-shelf. Students are advisedto add such desired data fields into their presentation.
Economic Analysis
There are two broad categories of information in this guideline: general economic datathat serve as a basis for an evaluation of the economic soundness of a country, andinformation on channels of distribution and media availability.
Guideline
I.
 
IntroductionInclude short profile of the company, the product to be exported, and the countrywith which you wish to trade.II. PopulationA. Total (Individuals, Families)1. Growth rates2. Number of live births3. BirthratesB. Distribution of population1. Age2. Sex3. Geographic areas (urban, suburban, and rural density and concentration)4. Migration rates and patterns5. Ethnic groupsIII. Economic statistics and activityA. Gross national product (GNP or GDP)1. Total2. Rate of growth (real GNP or GDP)B. Personal income per capitaC. Average family incomeD. Distribution of wealth1. Income classes2. Proportion of the population in each class3. Is the distribution distorted?E. Disposable Income by each income classF. Minerals and resources
 
G. Surface transportation1. Modes2. Availability3. Usage rates4. PortsH. Communication systems1. Types2. Availability3. Usage ratesI. Working conditions1. Employer-employee relations2. Employee participation3. Salaries and benefitsJ. Principal industries1. What proportion of the GNP does each industry contribute?2. Ratio of private to publicly owned industriesK. Foreign investment1. Opportunities?2. Which industries?L. International trade statistics1. Major exportsa. Dollar valueb. Trends2. Major importsa. Dollar valueb. Trends3. Balance-of-payments situationa. Surplus or deficit?b. Recent trends4. Exchange ratesa. Single or multiple exchange rates?b. Current rate of exchangec. TrendsM. Trade restrictions1. Embargoes2. Quotas3. Import taxes4. Tariffs5. Licensing6. Customs dutiesN. Extent of economic activity not included in cash income activities1. Countertradesa. Products generally offered for countertradingb. Types of countertrades requested (i.e., barter, counterpurchase, etc.)2. Foreign aid receivedO. Labor force
 
1. Size2. Unemployment ratesP. Inflation ratesIV. Developments in science and technologyA. Current technology available (computers, machinery, tools, etc.)B. Percentage of GNP invested in research and developmentC. Technological skills of the labor force and general populationV. Channels of distribution (macro analysis)This section reports data on all channel middlemen available within the market.Later, you will select a specific channel as part of your distribution strategy.A. Retailers1. Number of retailers2. Typical size of retail outlets3. Customary markup for various classes of goods4. Methods of operation (cash/credit)5. Scale of operation (large/small)6. Role of chain stores, department stores, and specialty shopsB. Wholesale middlemen1. Number and size2. Customary markup for various classes of goods3. Method of operation (cash/credit)C. Import/export agentsD. WarehousingE. Penetration of urban and rural marketsVI. MediaThis section reports data on all media available within the country or market.Later, you will select specific media as part of the promotional mix and strategy.A. Availability of mediaB. Costs and TRPs1. Television2. Radio3. Print4. Other media (cinema, outdoor, etc.)C. Agency assistanceD. Coverage of various mediaE. Percentage of population reached by each of the mediaVII. Executive summaryAfter completing the research for this report, prepare a one-page (maximum)summary of the major economic points and place it at the frontVIII. Sources of information

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