Market and Demand analysis

Market and Demand Analysis is concerned with two broad issues:-  What is the likely aggregate demand for the product / services?  What share of the market will the proposed project enjoy? .

Steps In Demand Analysis ‡ Situational Analysis & Specification of objectives ‡ Collection Of Secondary Information ‡ Conduct Of Market Survey ‡ Characterisation Of Market ‡ Demand Forecasting ‡ Market Planning .

Situational Analysis And Objective Specification: ‡ Who are the buyers? ‡ What is the total current demand of the product? ‡ How is demand distributed temporally(pattern of sales per year) and geographically? ‡ What is the break up of demand? ‡ What price customer is willing to pay? ‡ How can potential customers be convinced to buy the product? ‡ What are the prospects of immediate sale? .

Secondary Data Collection: ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Census of India National survey reports Plan reports Indian year book Statistical year book Annual surveys of industries The stock exchange directory The monthly bulletin of RBI .

Steps in market survey: ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Defining the target population Selecting sample schemes and sample size Developing the questionnaire Recruiting & training the field investigators Obtaining information questionnaire Scrutinizing the information collected Analysis of the data Interpretation of the data .

Characteristics of market: ‡ ‡ ‡ ‡ ‡ ‡ ‡ Effective Demand in the past & present Breakdown of demand Price Methods of distribution & sales promotion Consumers Supply & competition Government policies .

Demand Forcasting ‡ Survey method ‡ Statistical methods ‡ Other methods .

Market planning ‡ ‡ ‡ ‡ Pricing Distribution Promotion service .

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