ANALYZING

MARKETING
OPPORTUNIT
IES
Market Opportunity Analysis-

a tool to identify and assess the attractiveness of

business activity
Customer- analysis of customer environment uncovers
unmeet or underserved customer needs. Key Environments
Technology- reveals the readiness of the particular for Market
technology, as well as alternative technologies on which Opportunity
the manager anticipates deploying the firms offering.

Company- provides the current states of the company’s

resources.

Competition- reveals the structure of the industry and

market, key competitors in the marketplace and the
firm’s relative advantage to each of the key players.
Managing Marketing Information and Measuring
Market Demands
Marketing Information System (MIS)-
Consist of people, equipment and procedures to gather, sort, analyze, evaluate, and
distribute needed, timely, and accurate information to marketing decision makers.

MIS is a set of procedures and methods for regular, planned collection, analysis and
presentation of information for use in marketing decisions. (AMA)

MIS components:
-Internal Records System
-Marketing Intelligence System
-Marketing Research System
-Marketing Decision Support System
Internal Records System- information is stored and retrieved

• Order-to-payment cycle
• Need to determine info needs

Marketing Intelligence System- everyday information

A set of procedures and sources used by managers to obtain everyday info about developments in
the mktg environment.
Marketing Research System- specific questions

The systematic design, collection, analysis, and reporting of data and findings relevant to a
specific marketing situation (i.e. to answer a specific marketing question - not day-to-day
marketing information).

Marketing Decision Support System

A coordinated collection of data, systems, tools, and techniques with supporting software and
hardware by which an organization gathers and interprets relevant information from business
and environment and turns it into a basis for marketing action.
Five Basic Steps
1. Define the problem and research objectives. STEPS IN
Key step because if misdefine the problem the other steps are
useless. The research can be exploratory, descriptive, or MARKETING
causal based on nature of defining the problem. RESEARCH
2. Develop the research plan
PROCESS
3. Collect the information

4. Analyze the information

5. Present the findings

MIS supplies three types of information:

• Recurrent Information

• Monitoring Information

• Requested Information
Baseline methods. Baseline demand is the percentage of
a company's demand derived from continuing contracts Forecasting
and existing customers. Models
Time series. Time series is a technique that projects
historical data patterns by looking at past forecasts and
forecast errors..

Trend. Trend is the general upward or downward

movement of demand over time.
Overview of Forecasting and Demand Management

Demand management and forecasting is recognizing all demand for goods and services to
support the marketplace.

Demand Management-is the process of forecasting demand for a product (or service) and
executing an operational strategy across supply chain in order to meet it. Demand
management is a critical business planning function

Forecasting – the art of anticipating what buyers are likely to do under a given set of
conditions.
Market Demand - the total volume that would be bought by a
defined customer group in a defined geographical area and time
period in a defined marketing environment under a defined
marketing program.
Estimating Current
Market Potential -  is the entire size of the market for a Demand and
product at a specific time.
Future Demand
Company Demand - the company’s estimated share of market
demand at alternative levels of company marketing effort in a
given time period.

Company Sales Forecast - the expected level of company

sales based on a chosen marketing plan and an assumed
marketing environment
Estimating Current Demand

Total Market Potential = potential number of buyers x average

quantity purchased x price

Area Market Potential - estimate territories

• Market-Buildup Method (business markets)

Identify buyers in different markets and estimate their

potential purchases

• Multiple-Factor Index method (consumer markets) 

Determine factors that impact purchase and weight them. (ex.
population size & income level)
Estimating Future Demand

 Look at what people say, what people do, or what

people have done.

 Survey of Buyers’ Intentions

 Composite of Sales Force Opinions

 Expert Opinion

 Market-Test Method
THANK
YOU