learnppt.com PowerPoint Diagram Pack Market Analysis Framework This detailed 7-phase Market Analysis framework distills the various analyses of the Market, including the Market Place, Supply Side, and Demand Side. Check out our site for all your PowerPoint needs! • http://learnppt.com – Find our ebook on creating effective and professional presentations. Covers basic to advanced concepts, including storyboarding, diagramming, and the Consulting Presentation Framework. • http://learnppt.com/powerpoint -- Shop our catalog of Diagram Packs. We try to add more Packs monthly. All of our diagrams are professionally designed by ex-management consultants from top firms. Problem understanding and definition Market environment Socio demo- graphic,cult ural Economic Political and legal Technologica l Market Market place: Goods & Services Supply side Demand side 4 5 3 Summary of trends and outlook Strategic options / Recommendations 1 2 6 7
This detailed 7-phase Market Analysis framework distills the various analyses of the Market, including the Market Place, Supply Side, and Demand Side.
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PowerPoint Diagram Pack
Market Analysis Framework
This detailed 7-phase Market Analysis
framework distills the various analyses of
the Market, including the Market Place,
Supply Side, and Demand Side.
Check out our site for all your PowerPoint needs!
• http://learnppt.com – Find our ebook on creating effective and professional presentations. Covers basic to advanced concepts, including storyboarding, diagramming, and the Consulting Presentation Framework.
• http://learnppt.com/powerpoint -- Shop our catalog of Diagram Packs. We try to add more Packs monthly. All of our diagrams are professionally designed by ex-management consultants from top firms.
Problem understanding and definition
Market environmentSocio demo-graphic,culturalEconomic Political and
legal Technological
MarketMarket place:Goods & Services
Supplyside
Demand side4 53
Summary of trends and outlook
Strategic options / Recommendations
1
2
6
7
2Questions & feedback? Email me – [email protected] diagrams in this pack are to be used by the original buyer only.
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Contents
• Market Analysis Framework 4
• Market Analyses 8
- Problem Understanding and Definition
- Market Environment Analysis
- Market Place Analysis
- Supply Side Analysis
- Demand Side Analysis
• Market Analysis Conclusions16
- Trends Summary and Outlook
- Strategic Options and Recommendations
3Questions & feedback? Email me – [email protected] diagrams in this pack are to be used by the original buyer only.
learnppt.com
Contents
• Market Analysis Framework
• Market Analyses
- Problem Understanding and Definition
- Market Environment Analysis
- Market Place Analysis
- Supply Side Analysis
- Demand Side Analysis
• Market Analysis Conclusions
- Trends Summary and Outlook
- Strategic Options and Recommendations
4Questions & feedback? Email me – [email protected] diagrams in this pack are to be used by the original buyer only.
learnppt.com
A market study typically consists of seven steps—the main focus is usually the analysis of the Market (market place, supply, and demand)
Framework Overview (1 of 3)
Preparations
Market analysis
Implications
Problem understanding and definition
Market environment
Socio demogra-phic and culturalEconomic Political and
legal Technological
Market
Market place:Goods & ServicesSupply side Demand side4 53
Trends Summary and Outlook
Strategic options / Recommendations
1
2
6
7
Main focus of a market analysis
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At each step, there are a number of objects that can be analyzed—these objects can be broadly divided into “Must haves” and “Nice to haves”
Framework Overview (2 of 3)
• Defining the market and the study scope
• Understanding the issues
• Planning effectively
• Socio-demographic
• Economic
• Political and legal
• Technological
• Trends
• Market size development
• Price development
• Product and Services
• Market place characteristics
• Market force structure
• Main drivers
• Trends
• Deal with the subject before kick-off
• Related markets
• Country specifics
Market environment analysis Market place analysisProblem understanding and
definition
Mu
st
ha
ve
Nic
e t
o h
av
e
1 2 3
The development of the analysed parameters are the core of a market analysis and the resulting trends are its essence.
Preparations
Market analysis
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Note there are no rules that are always applicable—whether an object is important for a specific study depends on the respective study focus
Framework Overview (3 of 3)
Supply structures / Value Chain
Integration (vertical/horizontal)
Market force structure
Players
– Characterisation
– Market shares (overall and per product group)
– Market positioning
Trends
Segment analysis
– Segment definition
– Segment volumes
– Segment characterization
Buying behaviour
– Purchase criteria
– Customer Value Chain
– Place of purchase
– Customer loyalty
Trends
Environmental trends
Market place trends
Supply trends
Demand trends
Development of strategic options
- Geographical
- Growth
- Integration
- Cooperation
- Behaviour vs. competitors
Recommendations
Stock market information
Company profiles
Benchmark analysis
Best practice
Buying behaviour
– Purchased goods per segment
– Time and frequency of purchase
– Price elasticity
Trends in comparable markets
Strategic options / recommendationsSupply analysis Demand analysis Summary of trends and
outlook
Mu
st h
ave
Nic
e to
hav
e
4 5 6 7
Preparations
Market analysis
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Contents
• Market Analysis Framework
• Market Analyses
- Problem Understanding and Definition
- Market Environment Analysis
- Market Place Analysis
- Supply Side Analysis
- Demand Side Analysis
• Market Analysis Conclusions
- Trends Summary and Outlook
- Strategic Options and Recommendations
8Questions & feedback? Email me – [email protected] diagrams in this pack are to be used by the original buyer only.
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Understanding the problem and asking the right questions are the most critical success factors when carrying out a market analysis
Problem Understanding and Definition
Success factors Questions to ask Benefits
Defining the market and the scope of the study
What: What Industry, what goods and services?
For whom: What customers?
When: What time horizon?
Where: What geographical region?
Clearly defined scope
Basis for effective and efficient information gathering
Understanding the issues
Why are we doing the study / what will the study be used for?1
Who is the client and what output is expected (qualitative vs. quantitative, graphs, charts, timeframe etc.)?
What is the problem and what are the relevant questions to be asked?
What are the critical business issues?
What are the relevant parameters to be analyzed?
Right approach
Right balance between being focused but covering all relevant aspects
Right level of depth
Planning effectively Is the assignment realistic and reasonable?
What data will be required?
What are the best sources of information?
Who are the relevant people to talk to and when is the right time to meet them?
What are the milestones and when will they be reached?
Effective management of client
Anticipation of critical issues
Understanding of required data
Effective time management
1Reasons for carrying out a market analysis: Support a strategy development project, Benchmark, Market entry decision, New product launch, Market trend adaptation, PR, project sale
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External factors can influence a market heavily – the analysis of the markets environment is therefore a crucial part of every market study
Market Environment Analyses
Object ofanalyses Questions to ask Parameters to analyse Output / benefit
Socio-demographic and cultural
How have the socio-demographic and cultural environments developed and how does this affect the analysed market?
What are socio-demographic key drivers relevant to analyzed market?
Socio-demographic data: Age, sex, nationality, household structure, mobility, etc.
Other parameters could be: Acceptance of new products, evolvement of new life styles, etc.
Key drivers
Developments of demography
Change of customer behaviour
Economic How has the economic environment developed and how does this affect the analysed market?
What are economic key drivers relevant to analyzed market?
Economic development
Per capita income
Work force potential and productivity
Exchange rates and inflation
Etc.
Key drivers
Developments of relevant economic factors
Political and legal How has the political environment deve-loped and how does this affect the analysed market?
What are political and legal key drivers relevant to analyzed market?
Taxes and subsidies
Labour contracts
Import / export restrictions
Environmental conditions
Other laws and regulations
Key drivers
Developments of political and legal factors relevant to analysed market
Technological How has the technological environment developed and how does this affect the analysed market?
What are technological key drivers relevant to analyzed market?
Technical maturity of industry and pro-ducts
Potential new materials and processes
New / disruptive technologies
Etc.
Key drivers
Developments of technological factors relevant to analysed market
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The available goods and services and the prices paid for them define a market place and are therefore the most important parameters to analyze
Market Place Analyses (1 of 2)
Must have
Object ofanalyses Questions to ask Parameters to analyse Output / benefit
Market size How was the development of the overall market size in Euros and amounts of sold units?
Why is the market growing / shrinking?
Quantities of sold goods
Prices
Development of market size
Prices How did prices develop and why? Prices
Reasons for price changes
Price developments and reasons
Goods and Services
How can goods and services be categorised?
What was the amount of sold goods and services (in Euros and units) in each category?
How has the product and services structure developed over time?
How did prices develop and why?
What are areas of product innovations?
Parameters of categorization: Dependent on market
Quantities of sold goods per category
Prices
Character of sold good
Price and quantity developments
Development of sold volumes per category
Be in a position to focus on the important categories
Market characteristics
What is the market’s history? Maturity of market
Degree of market innovation
Long-term market development
What makes the analysed market unique? Great number of possible parameters, for example: High degree of regulation (energy), very high fragmentation (medical devices), importance of R&D (pharma) etc.
Market framework
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The essence of a market analyses are recommendations based on strategic options
Strategic Options and Recommendations
Perspective / criteria Questions to ask Possible strategies
Geography Where do we want to play geographically?
Global
Global but adapt local
Regional
Local
Growth What is our growth perspective?
Expand
Hold
Consolidate
Shrink
Withdraw
Integration What is our approach towards integration?
Forward integration
Backward integration
Cooperation What is our approach towards cooperation?
Acquisition
Equity stake
Partnering
Independency
Behaviour vs. competitors
What is our behaviour towards competitors?
Aggressive
Neutral
Collaborative
Defensive
Recommendations
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