Principles of Marketing

Lesson 3: Market Opportunity Analysis and

Consumer Analysis

Presented by: Leonides B. Suing

 Market Opportunity Analysis and Consumer Analysis

Strategic Marketing and Tactical Marketing
Market Opportunity Analysis and Consumer Analysis


Strategic marketing
①  It is the base for the long term planning
of the firm.
②  The firm starts defining the company’s
mission.
③  T h e m a n a g e m e n t m u s t p l a n
the business portfolio.
④  Identifying the strategic business units
(SBU) that are vital to the company.
Market Opportunity Analysis and Consumer Analysis


The Boston Consulting Group Matrix (BCG
model)
According to this matrix, business could be
classified as high or low according to their
industry growth rate and relative market share.
 
•  Relative Market Share = SBU Sales this year/
leading competitors sales this year x100
•  Market Growth Rate  = Industry sales this
year – Industry Sales last year/Industry
sales last year x 100
Market Opportunity Analysis and Consumer Analysis


Market Opportunity Analysis and Consumer Analysis


The Boston Consulting Group Matrix (BCG
model)
①  Stars represent business units having large
market share in a fast growing industry.
②  Cash Cows represent business units having a
large market share in a mature, slow growing
industry.
③  Question marks represent business units having
low relative market share and located in a high
growth industry.
④  Dogs represent businesses having weak market
shares in low-growth markets.
Market Opportunity Analysis and Consumer Analysis


Designing the business portfolio also means looking
at future businesses. The product/market expansion
grid  is a portfolio-planning tool for identifying
company growth opportunities
 Market Opportunity Analysis and Consumer Analysis

The Marketing Environment
Macro-environment analysis tool 1: PESTEL
Trends
 Market Opportunity Analysis and Consumer Analysis

The Marketing Environment
2: Industry Analysis
Macro-environment analysis tool

Porter’s Five Forces of Competitive Position Analysis

 Market Opportunity Analysis and Consumer Analysis


The Marketing Environment
Macro-environment analysis tool 3: Key Factors
for Success and SWOT

Market Opportunity Analysis and Consumer Analysis


Microenvironment analysis
 Market Opportunity Analysis and Consumer Analysis

Customer Insights
Marketing relies on good customer information,
Therefore, companies must design  marketing
information systems (MIS). 
Market Research

Market Research

Market Research

Market Research

Market Research

Consumer Buyer Behavior
Consumer Buyer Behavior