http://www.bized.co.

uk

Market Analysis

Copyright 2006 Biz/ed

http://www.bized.co.uk

Market Analysis

Copyright 2006 Biz/ed

http://www.bized.co.uk

Market Position

Copyright 2006 Biz/ed

http://www.bized.co.uk

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
Copyright 2006 Biz/ed

http://www.bized.co.uk

Market Objectives

Copyright 2006 Biz/ed

http://www.bized.co.uk

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?
Copyright: Stock.Xchng

Copyright 2006 Biz/ed

http://www.bized.co.uk

Market Segments

Copyright 2006 Biz/ed

http://www.bized.co.uk

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

Copyright 2006 Biz/ed

http://www.bized.co.uk

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

Copyright 2006 Biz/ed

http://www.bized.co.uk

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

Copyright 2006 Biz/ed

http://www.bized.co.uk

Which Segment?

Copyright 2006 Biz/ed

http://www.bized.co.uk

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

Copyright 2006 Biz/ed

http://www.bized.co.uk

Market Structure

Copyright 2006 Biz/ed

http://www.bized.co.uk

Market Structure
Nature of the market structure
determines marketing strategy:

Pricing strategy
Branding?
Product Differentiation?
Market Penetration?
Market Skimming?
Direct Selling?

Copyright 2006 Biz/ed