Market analysis

for the product/service…. on the Romanian market

1. Market capacity
 the number of potential consumers/users in 2019 (in order to determine the potential market)
 the number of effective consumers/users in 2019 (in order to determine the effective market)
 sales volume and sales value for the product/service … by geographical regions / administrative-territorial divisions
/ development regions (only one criteria will be used) in 2019
 structure of the sales volume and value in 2019, by territorial areas and interpretation of the situation

2. Market evolution
 the following indicator will be taken into consideration: the average variation rhythm of the sales of the
product(service) during the period 2015-2019; to determine it use the following formula:

 

Y
R  n1  1 * 100 , where:
 n
 Y 
 1 
Y n- the sales volume/value in the year 2019;

Y 1- the sales volume/value in 2015;

n - the number of years taken into consideration
 the evolution trend of the analyzed market (strong growth, growth, no change, decrease, strong decrease), taking
into consideration the average variation rhythm and the sales volume of the product(service) during the analyzed
period
 how can be explained the evolution of the market in the year 2019 over the previous year taking into consideration
the specific evolution of the number of consumers(users) of the product(service) and the intensity of the
consumption of the product(service)
 in 2019 the product(service) market have developed :
 extensively ( how much);
 intensively (how much);
 crossed ( extensively and intensively, how much).

3. Market structure
 Main customer segments of the product/service market
 Segments will be defined based on the following criteria: socio-demographic, economic, psychographic
and behavioral. These segmentation criteria are for orientation purposes only. If other criteria apply,
please specify them.
 The use of all the above mentioned criteria is not compulsory.
 Main characteristics of the buying and consumption behavior of each customer segment

4. Product/service supply
 The main suppliers (producers and distributors) of the product(services) on the analyzed market
- who are they, what are their sales and the market shares for 2019, short presentation of marketing strategy
 Marketing channels for the product/service …..
 types of channels (in terms of length, width), main types of operators within each channel
  share of each type of channel in the overall sales volume and value

5. Imports and exports

 the following indicators will be taken into consideration:
 total volume of imports for the product(service) in 2019
 dynamics of imports during the period 2015-2019 (same formula used before)
 major 5 import markets for the product (service) in 2019
 total volume of exports for the product(service) in 2019
 dynamics of exports during the period 2015-2019 (same formula used before)’;
 major 5 export markets for the product (service) in 2019
 if there were no imports or exports for the market you have chosen please specify

6. Prices and tariffs

- the following indicators will be taken into consideration:
o the average selling price in 2019;
o the interval of variation of the average selling price, minimal and maximal price in 2019;
o average price dynamics during 2015-2019 in comparable prices
7. Conclusions

Deadline: 19th of May, 23:59.

Team: 3- 4 members. Upload the document only once.
Maximum 10 pages (of content, without cover page, bibliography etc.)
Observation: the project will be presented online in the last 2 weeks of the semester

Possible info sources:

 Tempo online http://statistici.insse.ro:8077/tempo-online/#/pages/tables/insse-table
 Top firme https://www.topfirme.com/
 KeysFin https://www.keysfin.com/EN#!/Pages/KeysFin-Analysis
 Euromonitor Passport
 (https://ase.ro/ase_responsive/biblioteca/Acces%20resurse%20electronice%20Euromonitor%20Passport,%20Jstor
%20Business,%20IFRSbox.pdf )
 trademap.org
 Regulation agencies (e.g. ANCOM, ANRE, etc) and industry associations (e.g. Asociatia Berarii Romaniei, European
Automobile Manufacturers Associaton)
Attention! You must analyze a product market (e.g smartphone market) not a brand market (e.g. Samsung).