Slides of my presentation during the event organized by foundation “Young Entrepreneurs Stichting, YES” at the Aruba Chamber of Commerce and Industry. January 28th, 2014.
2. Roadmap
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Why do Market Analysis?
Market Analysis Grid
Research Process
Low-Budget/DIY Market Analysis
Some Helpful Tips and Resources
Final Thoughts
3. Why do Market Analysis?
• A key part of developing your business
strategy
• Both first-time entrepreneurs and existing
companies need market information for
new products and services.
4. Why do Market Analysis?
Marketing Analysis can be used to:
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Identify & Assess Opportunities
Examine Market Segments
Select Target Markets
Plan & Implement Marketing Mixes
Evaluate Marketing Performance
7. Target Market and Customer
After first identifying your market, you will
then need to select a target market to be
the focus of your company’s efforts.
8. Target Market and Customer
• Consumer market segmentation is
based on geographics, demographics,
psychographics, and buying
characteristics.
• A business can select and serve multiple
market segments.
10. Target Market and Customer
The target market for your product or
service should be:
1 Measurable
2 Large enough to be profitable
3 Reachable
4 Responsive
12. Creating a Customer
Profile
Creating a customer profile (personas) is the
first step in targeting your marketing efforts.
• Age, gender, lifestyle
• Purchasing power
• Purchasing process
• Frequency of purchase, etc.
13. Evaluating Customers’
Needs
In order to provide what the customer wants,
you should prepare a customer needs analysis:
that is a list of features and benefits of your
good or service that the customers value
14. Forecasting Demand
Several methods can be used to forecast
demand:
Use historical analogy.
Interview prospective customers and
intermediaries.
Go into limited supply.
16. The Competition
• Usually, competing products and
services are already established in the
market.
• To succeed, you must be able to capture
market share by differentiating your
business.
18. The Competition
Create a profile of direct and indirect
competitors in the market:
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Who are they?
What makes them successful?
What are their weaknesses?
How will they react to new market entrants?
20. Analyzing the business
environment
Look at trends and patterns of change.
Understand industry forces that affect your business.
Study industry demographics.
24. Industry Forces
barriers to entry
threats from substitute products
sources of supply
buyers’ ability to bargain
technology
25. Industry Demographics
carrying capacity
the ability of industry to support
new growth
industry life cycle
the current stage of an industry
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Birth
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Growth
3
Maturity
4
Decline
uncertainty
the degree of stability or instability
in a given industry
complexity
the number and diversity of
contacts with which a business
must deal
27. Start the Research Process
The Five Steps of an Effective Research Plan
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Analyze the data.
Organize the data.
Collect primary data.
Obtain secondary resources.
Identify your information needs.
28. Start the Research Process
Research secondary data before
researching primary sources because it is
easily obtained and inexpensive.
29. Start the Research Process
The most common methods of gathering
primary data are:
• observation
• interviews
• surveys
31. Low-Budget Market Analysis
& Surveying
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Use social media
Talk to potential customers
Visit your (potential) competitor
Attend lectures and workshops (UA, KvK, etc.)
Make use of UA students to conduct research
Research and project reports database UA
32. Rule of Thumb
• The larger your investment,
the more extensive your
market analysis should be.
41. Sharing some wisdom
• Methodology: should be good enough,
not (scientifically) perfect;
• Make marketing research a habit;
• Don’t just rely on family and friends;
• Don’t just collect data…do something
with it!;
• Know your industry…inside and out…;
42. Always Remember
• Market Analysis & Surveying is a tool.
• It assists entrepreneurs in their
decision making.
• IT IS NOT A REPLACEMENT FOR
ENTREPRENEURIAL JUDGEMENT!!
43. Final thoughts…
“He who asks is a fool for five minutes.
He who does not ask is a fool forever.”
~ Chinese proverb