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Market Analysis
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Market Analysis
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Market Position
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Market Position
• Market Niche – small part of an
existing market
• Market Leader – maintain dominant
position in the market?
• Market Follower – Follow the lead of
the market leader – pricing, product
development, etc.
• Market Challenger – Seek to adopt
strategies to challenge market leader’s
position
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Market Objectives
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Market Objectives
• Will involve/determine
some or all of the
following:
– Market Penetration
– New Product
Development
– Branding
– Diversification
– SWOT Analysis
– Product Portfolio –
Product Life Cycle,
Boston Matrix
How can football clubs market
themselves in new markets like China?
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Market Segments
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Social Class
• Registrar General's Grouping:
• Class 1 – Higher managerial and professional
• Class 2 – Lower Managerial and professional
• Class 3 – Intermediate Occupations
• Class 4 – Small employers, self employed
• Class 5 – Lower Supervisory
• Class 6 – Semi Routine
• Class 7 – Routine
• Class 8 – Long term unemployed/never employed

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Social Class
• Institute of Practitioners in Advertising (IPA)
Grouping
– A – Higher managerial, professional and
administrative
– B – Middle management, professional and
administrative
– C1 – Supervisory, clerical and junior
management
– C2 – Skilled Manual Workers
– D – Semi and unskilled manual workers
– E – Pensioners, casual workers,
unemployed
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Social Class – New Groupings
• The National Statistics Socio-economic
Classification Analytic Classes (NS-SEC)
• 1. Higher managerial and professional occupations
– 1.1 Large employers and higher managerial occupations
– 1.2 Higher professional occupations
• 2.Lower managerial and professional occupations
• 3. Intermediate occupations
• 4. Small employers and own account workers
• 5. Lower supervisory and technical occupations
• 6. Semi-routine occupations
• 7. Routine occupations
• 8. Never worked and long-term unemployed
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Which Segment?
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Which Segment?
• Mass Markets – high volume, low
margin goods – confectionary, cars,
clothing, food stuffs
• Multiple Segments – appealing to
wider range of groups – e.g. 4x4
vehicles – town, country, gender,
lifestyle, social class?
• Single Segment – often a specialised
product, e.g. machinery, exclusive
goods


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Market Structure
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Market Structure
• Nature of the market structure
determines marketing strategy:
– Pricing strategy
– Branding?
– Product Differentiation?
– Market Penetration?
– Market Skimming?
– Direct Selling?