Product analysis can take different forms but in general it means asking questions about a product and forming

answers. It can mean experts analysing a product or members of the general public or potential customers/groups of people. Product analysis can take place at almost any stage of the design process.

Product analysis can be carried out by:

1. An individual product being analysed.

2. Alternatively a number of similar products can be compared with each other using the same criteria. WHAT IS THE PURPOSE OF PRODUCT ANALYSIS?

A product may need analysing by a potential customer to help him/her decide whether it is worth buying.

A product may need analysing so that the design can be improved. Sometimes a prototype or model may be analysed. In this way improvements can be made before the full sized, costly product is manufactured. A market analysis studies the attractiveness and the dynamics of a special market within a special industry. It is part of the industry analysis and this in turn of the global environmental analysis. Through all these analyses the opportunities, strengths, weaknesses and threats of a company can be identified. Finally, with the help of a SWOT analysis, adequate business strategies of a company will be defined.[1] The market analysis is also known as a documented investigation of a market that is used to inform a firm's planning activities, particularly around decisions of inventory, purchase, work force expansion/contraction, facility expansion, purchases of capital equipment, promotional activities, and many other aspects of a company. Dimensions of market analysis

David A. Aaker outlined the following dimensions of a market analysis: http://www.netmba.com/marketing/market/analysis/ Market size (current and future) Market growth rate

Market profitability Industry cost structure Distribution channels Market trends Responsibilities and Duties

The responsibilities are mostly set according to the employment setting. However, there are some generic responsibilities that are to be carried out, no matter what the type of company or employment setting is.

Sales Resource Management One important responsibility is to recruit well-qualified resources for contributing to the company's sales development. He has to work with the human resource manager and arrange for interviews, conduct interviews of eligible candidates, and recruit efficient sales workforce.

Sales Training To Subordinates After the recruitment is done, he has to again work with the human resource department of the company to conduct training sessions for the newly recruited sales executives. The job description includes imparting sales training sessions to sales professionals regarding how the company business can be improved.

Managing Sales Executives A sales manager has to analyze the strengths and weaknesses of his team members for the purpose of assigning tasks to sales and marketing executives. He has to handle all administrative issues of his team members. He is also supposed to keep a record of the employee productivity of his team members.

Preparing Sales Policies and Marketing Strategies He has to consult with the top management of the company and the sales director, and draft sales policies and marketing strategies for approval from the management. After the strategies have been finalized, he has to explain them to the team members. Guiding sales executives and planning ways to go according to the sales strategies is also a very important responsibility of a sales manager.

Handling Important Sales Deals If there are deals which can get the company a substantial amount of business and profits; the company may require the sales manager to travel places, discuss with such clients, and attract more business. In such situations, the sales manager has to show off his full potential for finalizing the contract with the client. He also manages crucial aspects of the advertising and marketing processes.

Team Management Maintaining a good teamwork spirit in the sales team is also a crucial part of the job description. A sales manager has to motivate the team to give their best and be true resources for the company. He has to address the difficulties that are faced by the executives in achieving their targets.