Learning Objectives:

1.To understand the concept of market opportunity and the

framework of market opportunity analysis
2.To Interpret the product market fit
3.To demonstrate the approaches to marketing planning
MARKET OPPORTUNITY
Demand Analysis
Market consists of existing and potential buyers
Market refers only to ultimate buyers
Mere existence of an unfulfilled want among a group of people does not
necessarily constitute a market for a product

Segmentation Analysis
Segmentation is the process of dividing the market into homogeneous
subunits
Basis of segmentation, demographic, geographic and psychographic
Industry Analysis

 Elements of Industry Structure

 Competitor Analysis

 Extent and Quality of Services Rendered by

Competitors
PRODUCT-MARKET SELECTION
Some of the key issues that need to be addressed:
What markets should be served?
What form should the product take?
What should the product offer?
For whom is the product most important?

Making Product-Market Choices

Horizontal Diversification
Vertical Product Market Choice

Horizontal Markets or Horizontal Diversification

Vertical Product-Market Choice
 MARKETING PLANNING PROCESS

Strategic
Planning Process
Portfolio Methods

a. The Boston
Consulting
Group
Approach
(BCG)
b. The General Electric Approach (GE)
STRUCTURE OF MARKETING PLAN

Executive Summary
Situation Analysis
Statement of Objectives
Outlining Marketing Strategy
Implementation Programme
Projected Profit and Loss Statement
Control Systems
PROCESS OF MARKETING PLANNING

Participation
Scheduling
Review
Monitoring