MARKET OPPORTUNITY

ANALYSIS &
CONSUMER ANALYSIS
 THE STRATEGIC MARKETING
PROCESS

• It seeks to establish a clear and

concerted direction for all marketing
activities of an organization.
 Mission Situation Objective
Identification Analysis Setting

Marketing Strategy and

Strategy Evaluation
Development Control
 MARKET STRATEGY
DEVELOPMENT
Cost Leadership
Differentiation
Focused
THE TACTICAL
MARKETING PROCESS
It determines the means or tactics to
implement the strategies.
Action plans/ Marketing Timetable
Tactics Activities Activity

Responsibility / Activity Budgets Monitoring and

Accountability Control
 SWOT
STRENGTH , WEAKNESS,
OPPORTUNITY , AND THREATS
 THE MARKETING
MICROENVIRONMENT
THE COMPANY MARKET
INTERMEDIARIES
THE SUPPLIERS

COSTUMER COMPETITION
PUBLICS
 MARKETING RESEARCH
• Function responsible for acquiring and
evaluating market and consumer-based
information for decision making and the
determination of marketing strategic direction.
11 STEPS IN MARKETING
RESEARCH
1. Research need determination
2. Problem/Opportunity Definition
3. Establishment of Research objectives
4. Research design determination
5. Information sources /Types identification
6. Determination of data access methods
7. Data collection forms design
8. Sample size and sampling plan determination
9. Data Collection
10. Data analysis
11. Report preparation and presentation
 CONSUMER &
ORGANIZATIONAL
MARKET
CONSUMER MARKET
Individuals and/ or household who
purchase products and services for
personal consumption
 MARKET
SEGMENTATION
 CONSUMER SEGMENTATION
VARIABLES
• Geographic
• Demographic
• Psychographic
• Behaviorgraphic
MARKET TARGETING
ELEMENTS OF AN IDEAL
TARGET MARKET
• Substantial
• Financially capable
• Reachable
• Homogeneous
POSITIONING
ELEMENTS OF A GOOD
BRAND POSITIONING
• Unique
• Beneficial
• Credible
SELECTING A GOOD
BRAND POSITION
• Perceptual Mapping
COMMUNICATING
BRAND POSITION
• Packaging
• Labelling
• Selling price
• Advertising
• Brand Endorser
• Tagline