RECOGNIZE

A POTENTIAL
MARKET
MARKET ANALYSIS
is a quantitative and qualitative
assessment of a market ability to
respond positively.

1. DEMOGRAPHIC SEGMENTATION
2. TARGET MARKET
3. RECOGNIZING THE TARGET MARKET
4. RESEARCH THE COMPETITION
 DEMOGRAPHIC
SEGMENTATION
Dividing the total peo
ple in the market
based on the custom
er demographics.
Demographic segme
ntation portions the
market on paramete
rs like age of the
customer, gender, in
come, family life
cycle, educational qu
alification,
socioeconomic statu
s, religion, etc.
 TARGET MARKET
A target market is a group of customers
that a business has decided to aim its
marketing efforts towards. Target markets
can be divided into primary and secondary
target markets. Primary target markets are
those market segments to which marketing
efforts are primarily directed and
secondary markets are less important.
RECOGNIZING THE
TARGET MARKET
To build a solid foundation for a business,
the entrepreneur must identify first the
business’ target market. There is no such
thing as “one size fits all” when it comes to
recognizing a market niche. The clearer
the business can identify its target
customer, the more effective it could
become in tailor-fitting its strategies in
getting customers.
By knowing the competitor,
an entrepreneur will be able
to compare themselves to
see what things that are
effective and works for the RESEARCH THE
other companies in the
industry.
COMPETITION
BARRIERS TO
ENTRY
INVESTMENT
TECHNOLOGY
BRAND
REGULATION
ACCESS TO RESOURCES
LOCATION
PRODUCTS AND
SERVICES
 INTRODUCTION
Establishing branding and assuring the
market of the quality of the new product.
An initial low pricing policy to get into the
market, though with little competition, price
may be high initially to recoup development
costs.
MATURITY
Adding features that will make the
product differ from the inevitable
competitors that enter the market.
Cutting price to counter competition.

DECLINE
GROWTH
Keeping the product on the market
Maintaining the quality of the
but adding or removing features or
product and adding any extra
finding new uses for it.
services or support that becomes
Reducing costs and production and
obvious during introduction.
keeping it just for a niche segment
Keeping the price at a good level to
of the market.
maintain sales growth.
 TANGIBLE PRODUCT
LEVELS OF PRODUCT AUGMENTED PRODUCT
GENERIC PRODUCT

GOODS
DURABLE GOODS
NON-DURABLE GOODS
TYPES OF PRODUCT SERVICES
RENTED-GOODS SERVICES
OWNED-GOODS SERVICES
NON-GOODS SERVICE
 CONSUMER PRODUCTS

CONSUMER PRODUCTS
STAPLES
IMPULSE
SPECIALTY PRODUCTS

ACCESSORY EQUIPMENT
RAW MATERIALS

INDUSTRIAL PRODUCTS
INDUSTRIAL SUPPLIES
COMPONENT MATERIALS
NON-PORTABLE GOODS
FABRICATED PARTS
ACTIVITY
Please do the following
pages 85 & 97
REFERENCE
BOOK
ENTREPRENEURSHIP K TO 12 BASIC
EDUCATION CURRICULUM pg. 81-93