Market Analysis Framework: A Step-by-Step Approach

Content based on Deliverable D5.1:

Report on framework for judging market potential of information products

Product Developer: Relience jio

Jio super sim
Product Name:

Contact Information:

The purpose of the SWITCH-ON Market Analysis Framework (MAF) is to provide developers with guidelines and
supplementary resources to support the analysis of new and existing markets for SWITCH-ON products and services. The
framework will equip developers with the necessary tools to critically evaluate the potential of identified markets for
their products and services and will set the foundations for the development of an appropriate market entry strategy.

This project has received funding from the European Union's Seventh Programme
for research, technological development and demonstration under grant
agreement No 603587.
1. MARKET SEGMENTATION:
Segmentation is the first key step of the product-specific approach to be adopted in the MAF and it is
the basis to study the needs and behaviour of potential end-users. In this exercise, developers are asked
to make a shortlist of several potential target groups from the list of stakeholder groups below to
analyse using the Group Attractiveness Scorecord in the next tab.

A non-exhaustive list of customer groups identified within the water information products and services
market is presented below. While the current list is limited to the main stakeholder groups for the three
sub-markets as identified in the literature, it can easily be expanded to account for new developments in
the arena of water information products and services. Depending on their capabilities, product
developers are encouraged to include new groups to the list.

Stakeholder Group Description

Local authorities Shareholders are the owners of company as they hold the voting right in AGM
of the company. They play very important role in the relience jio company and
promoters ofrelience jio hold 51% shareholding in company.

Employee Sources said Jio has 15,000-20,000 employees on its payrolls. However, there
is a much larger number that works for the operator but are third-party
employees.
DIRECTORS An inside director is a member who has the interest of major shareholders,
officers, and employees in mind, and whose experience within the company
adds value.Akash mukesh ambani is a director of relience jio.

suppliers Suppliers play an important role in the distribution channel of the product. If
the supply of the product is regular than it will increase the demand of the
product and there is less chance of the threat of new entrants.
DISTRIBUTOR Wholesalers supplies the product to various retail distribution center from
where the products are sold to various retails outlets
Local communities Relience jio are trusted by millions around the globe to care for their families
and homes. Each day relience jio gives commitment to bringing you safe,
provide effective ervices, as well as programs to enrich communities around
the world.
customers Customers are the final user of the product. Currently there are 348 million
users across the world.
Business Partners Reliance Jio Infocomm has partnered with US social media giant, Facebook
Inc, to launch a countrywide digital literacy drive, christened, Digital Udaan,
for its growing base of JioPhone users and other first-time internet users.

PRIMARY TARGET GROUP:

Location Number of Market Potential Price Potential Comments/
Customers Penetration Market Size (P) Monetary Assumptions
(C) Rate (R) (Sp) Value of the
Market Sp€
Delhi NCR 10000000 15% 1500000 46 69000000

SECONDARY TARGET GROUP:

Location Number of Market Potential Price Potential Comments/
Customers Penetration Market Size (P) Monetary Assumptions
(C) Rate (R) (Sp) Value of the
Market Sp€
Haryana 250000 17% 4250000% 46 1955000
Market Size in Reference Market Size in the Year of Market Growth Comments/
Year (Sy0) Interest (Sy1) Rate (%G) Assumptions
20 30 50% we have assumed
that after applying
various marketing
techniques we will
achieve an
increase in our
market share from
20 to 30 with a
market growth
rate of 50%

Marketing/ Communication Strategy

Target Audience The target market is young adult, single, roughly 18 thru 32, affluent.

Goal of Goal is to create awareness about different product or services which is

Communication provided by relience industry like spectrum, tower, fibre optic and other
telecom infrastructure assets

Message We have appointed Shah Rukh Khan as the brand ambassador which will provide
information through advertisement to all the targeted audience.

Communication Communication is the core activity for launching the new product. An effective
Channels communication tells the success of the product. For communication we will use
Print media (publish an add about the new product), Advertisement on T.V. ,
radio social media platforms.

Estimated Budget Our estimated budget is 50% of the total estimated revenue which we will earn
after selling the product i.e 717600000*50%=358800000

Promotional Tools Promotional tool will be bonus pack of data services and free services which is
provide by the relience and 10% cashback using paytm.

How we will For measuring results we will conduct various exercises which include direct
measure results questions from the user of the product w.r.t to pros and cons of the product and
anything which we can implement in improving the performance of the product.
We can conduct the debate for the pros ad cons of the product.
8. GOAL SETTING:
Now that the initial steps in defining and studying your target market have been achieved, it is
important to get clear, actionable insights about its dynamics. In the context of the MAF, the first step is
to clearly define the product’s goal prior to conducting a SWOT analysis. Please answer the following
question using one sentence of no more than 30 words:

In what way will your product or service create value for the customer (i.e.,
what is the goal of your offering)?

Goal of the product Reliance Jio aims to cover 99% population by end of FY18
or service: "Our new-age consumer businesses achieved leadership positions nationally -
their growth rates outpacing the best in the world.

9. SWOT ANALYSIS
Once the objective has been reflected upon and concisely formulated, the next step is to identify the
factors that could obstruct or facilitate its achievement. The figure below shows a SWOT matrix. When
filling in the template, all entries must refer to actions (e.g., the product offers no capability for
processing and analysis), and they must be specific, clearly formulated and based on facts rather than
opinions.

The idea in this section is to expand on the identified potential drivers (e.g., changes in the regulatory
framework, demographics, lifestyle, technology) from the product’s perspective. A well-structured
group brainstorming exercise should result in a thorough list of strengths and weaknesses.

STRENGTHS WEAKNESSES
1.strongest customer aquistion strategy 1.Relience jio are only into india,need to expand
2 customer base their operation.
3. strong backing of parent company Reliance
Industries
1.attracting and retaining the best people and 1.Data connection poor
nurturing the interpreneriual skill 2.Network issues
3. Activation Issues

1.Launch of new product i.e jio fiber. 1.Late entry into the market
2.good reputation in the market. 2. Lack of VOLTE support in older phones

1.effective pricing policy

2.low production cost.

OPPORTUNITIES THREATS
1.Future driven technology 1.tapping the online market segment
2.5G and 6G technologies 2.expanding business in more emerging market.

1.number of people are switching due to network 1. new taxation policy can significantly impact the
issue and slow internet speed. way of doing business

1.competitive pricing strategy. 1.Risk of loss of customers

2.expension its operation to other country. 2.Poor code of ethics
1.Expansion to other countries

11. PORTER’S FIVE FORCES:

After evaluating the competitiveness of the most relevant products and services in the segment, the
next step is to widen the scope of the analysis to include other actors involved the business situation
(e.g., buyers and suppliers). The goal is to draw a blueprint of the state of competition that shows the
balance of power in a specific business situation. A widely used tool for this is the Porter’s Five Forces
model.

According to Michael Porter “the state of competition in an industry depends on five basic competitive
forces”. These are: rivalry among existing firms; threat of substitute products or services; bargaining
power of buyers; bargaining power of suppliers; and threat of new entrants (Porter 1980). The figure to
the right shows a graphic model of the five forces and sample drivers for each.

This exercise consists of assessing the drivers listed in the figure to the right and thinking of other
relevant ones in order to shed light on the balance of power and potential changes that could result in
the attainment or loss of competitive advantages. It is important to highlight that these exercises should
be conducted by a multidisciplinary, cross-functional team, which is well acquainted with the product
and its environment, in order to enhance their results.
Force Sample Drivers
Number and size of suppliers
Supplier Power Geographical coverage
Uniqueness of service
Relationships with customers
Costs of switching supplier
Buyer Power Number of buyers
Proportion of sales per buyer
Costs of switching products
Price sensitivity
Order size and frequency
New Market Entrants Size of barriers to entry
Economies of scale
Capital investment required
Special competences required
Technology protection
Substitutes Price/quality of alternatives
Changes in distribution channels
Costs of switching
Fashion and trends
Legislative effects
Competitive Rivalry Number and size of firms
Industry size and trends
Costs of leaving the market
Product/service ranges
Differentiation strategy
Product Assessment
1. Supplier industry is dominated by
a few firms 2. Suppliers’ products
have few substitutes
3. Buyer is not an important
customer to supplier
4. Suppliers’ product is an important
input to buyers’ product
1. Buyers are concentrated
2. Purchase accounts for a significant
fraction of supplier’s sales
3. Products are undifferentiated
4. Buyers face few switching costs
5. Products are undifferentiated
6.Buyers face few switching costs
1.Economies of Scale
2.Government Policy
3. Expected Retaliation
4. Product Differentiation
5.Capital Requirements
6. Customer Switching Cost
1. Products with improving
price/performance tradeoffs relative
to present industry products
Intense rivalry often plays out in the
following ways: 1. Using price
competition
2. Staging advertising battles
3. Making new product introductions
Increasing 4. consumer
warranties or service
Occurs when a firm is pressured or
sees an opportunity 1. Price
competition often leaves the entire
industry worse off
2. Advertising battles may increase
total industry demand, but may be
costly to smaller competitors
Key Partners Key Activities Value Provided Customer Customers
(who helps you) (what you do) (how you help) Relationships (who you help)
(how you
interact)
1. Retailers 1. marketing Providing 1. Excellent word 1.All age
2. Distributors 2. Advertising telecommunication of mouth groups
3. manufacturers 3. Manufacturing services to their at marketing. 2. Mass
4. Web partners 4. E- commerce nominal price. 2 Offers and customers
5. Employees operations The services are sample
6. Research and avaiable through 3. Survey
developmen various apps like jio 4. Customer
7. Customer services mobile,paytm etc. feedback
5. Discount
policy
Key Resources Channels
(who you are & what (how they know
you have) you and how you
deliver)
 1. Reliance Jio 1. Website
Infocomm Limited, 2. Recent Annual
Jio, is an Indian reports
telecommunications
company and wholly
owned subsidiary of
Reliance Industries,
headquartered in
Mumbai,
Maharashtra, India. It
operates a national
LTE network with
coverage across all 22
telecom circles. It
does not offer 2G or
3G service, and
instead uses only
voice over LTE to
provide voice service
on its 4G network.

Costs Revenue and Benefits

(what you give) (what you get)
1. Manufacturing 1. Retail sales
2. Research and development 2. Direct selling
3. Operations 3. Revenue subscription
4. Selling and distribution 4.revenue from various services provided.
5. Taxes
6 Compensation
 ASSIGNMENT:
BUSINESS SIMULATION AND
GAMES

SUBMITTED TO:

DR. ANURAG TIRUWA

ASSISTANT PROFESSOR,RDIAS

SUBMITTED BY:

SHUBHAM SALUJA

ENROLLMENT NO.-07680303918

MBA-B(EVENING)