Marketing analysis – Abstract

CONTENT.


Introduction………………………………………………………………………3



  1. Marketing
    research………………………………………….4


  2. Analysis
    situation…………………………………………………………4


  3. The subject
    analysis of the situation……………………………………………..5


  4. The company
    as the subject of analysis……………………………………6


  5. Market………………………………………………………………………6


  6. Competitors……………………………………………………………….9


  7. Other
    partners in the market……………………………………………10


  8. The macrosystem……………………………………………………………11


  9. Segmentation
    market………………………………………………..13


  10. Marketing
    segment…………………………………………………….13


  11. Marketing
    niche…………………………………………………………14


  12. Marketing
    region………………………………………………………15


  13. Individual
    marketing………………………………………….15


  14. Independent
    marketing………………………………………….16


  15. Conclusion……………………………………………………………….18


  16. List
    used literature……………………………………19



Introduction.



Any company aspiring to the conquest of
the market must realize that it is not
to serve all without exception
customers. Consumers too much
and their wants and needs sometimes
diametrically opposed. Not worth it
even to try to conquer all at once
the market, it makes more sense to allocate only that
the part that this company
it was at this time and in this place, able
to effectively serve.



To identify target markets and
win the trust of customers
refers to target marketing.
Using the techniques of targeted marketing,
the seller identifies the main segments of the
market, selects one or more and
only then, focusing on the specific
segment, developing specific
product and marketing mix
effects.



1. Marketing
research.



The basis of marketing are integrated
marketing research, including
explore how external marketing
environment, market and motivations of the consumer,
and external marketing environment, etc
E. evaluation value
possibilities the firm that is building
work on the principles of marketing. Such
marketing research allows
to choose the best market
planning, i.e. a reasonable
according to the results of marketing
research, foresight, trace
development of the market situation and to develop
the relevant measures of marketing
influencing the market in order
ensure the effectiveness of the business
and marketing activities of the company and
implementation of strategic directions
entrepreneurship.



Marketing research create
scientifically and practically grounded base
for making qualified decisions
management unit of the company and
its top leadership.



2. Analysis of the situation.



Analysis of the situation is in marketing
the basis for decision-making. Task
the study is in preparation
data on conditions that affect
the activities of the company and
the possible consequences of different
events marketing. The subject
analysis is the market situation in
the country and the world, as well as opportunities
enterprise.



For information about the internal
and external conditions of the enterprise
apply special methods of analysis.
Their results reflect the current situation
where is the entrepreneur.
For the preparation of solutions-oriented
for the future, one analysis of modern
conditions is not enough. You need
using the method of projections.






Fig. 1 Subject marketing
analysis.


3. The subject of analysis
situation.



The main subject of analysis of the situation in
marketing is a direct
the environment of the entrepreneur system in
which it operates. It is, first
place, customers, competitors,
trade intermediaries, as well as
suppliers (Fig. 1). Economic
the situation in the country, the rule of law,
the development of technology, demographic
situation affect the activity of many
enterprises.



4. The company
as the subject of analysis.



The functional approach is highlighted
three main areas of activity of the enterprise:
sourcing, manufacturing and sales. Also
needs to be studied and the scope of activities,
to ensure the normal operation
of the company, namely Finance, service
information and personnel policy. All of them
affect decision-making in marketing.
From the documentation for other departments
marketing Manager can get
data on sales, cost and other
the indicators that are needed
for example, to assess the effectiveness of
activities in marketing. In table 1
it is shown, that is the subject
research on the enterprise.



5. Market.



Central to the work of the marketing Manager
is the relationship with the partners
market, consumers, suppliers.
The importance of specific relationships depends on the
sectoral affiliation of the enterprise.



The market as a complex socio-economic
the category can be characterized
numerous indicators and
definitions depending on the purpose
research.



Market analysis allows предприятию1:




  • to determine the parameters of the market, identify
    the company’s position on the market



  • identifying competitors in the industry and
    to assess the level of competition,



  • to study the need and demand of consumers
    the product (service),



  • to study the product, its place in the market and
    the degree of satisfaction they need,




  • to predict (simulate) the prospects
    of the product



  • to determine the direction of activities
    enterprises to meet the
    the changing needs of consumers.



Table
1.



Enterprise as a subject of analysis.






























Object



Studied
potential



Production



Technological
level


Flexibility
production lines


Quality
produce planning



Research
and development



The intensity
and the results


Know-how


Cooperation
and communication with other departments



Sales



The organization
sales


Location
sales


Phases of the life
cycle products



Frames



Age
structure


Level
education


System
values guide



Finance



Private
capital


Financial
balance


Opportunities
obtaining loans




_____________________



1.Kotler F.
“Marketing, management” – Saint-PETERSBURG: Piterkom,
1999.


6.
Consumers
as the subject of analysis.



Buyers (individuals and legal
person) differ in many ways,
therefore, standard marketing programs
does not exist. Using sharding
market to consumer groups,
more or less uniform interest
characteristics. As criteria
sharding usually take the floor,
age, marital status, profession,
income, possession of any object
(car, TV, etc.). For
each group can choose the most
the optimal combination of marketing mix
(marketing mix – a set of tools
and activities practical marketing,
designed to achieve a certain
goal in context) figure
2.2






Fig. 2. Some criteria of segmentation.



When developing marketing programs
you must have an idea about
the behavior of buyers and
the factors that determine their behavior.
In the economic literature there is
a variety of models to explain
processes related to the purchase of goods.


__________________________________



1.Kotler F.
“Marketing, management” – Saint-PETERSBURG: Piterkom,
1999.



The behavior of buyers is influenced by:
commercial incentives (product, advertising
etc.), stimuli of social origin
(the family, belonging to a certain
social group,etc.)
socio-demographic characteristics
(age, gender, etc.), psychological
features (opinions, impressions). On
practice is necessary, for example, to know:
where to buy the product in any stores,
when (month, day, hour, season,
weather conditions, etc.), whether
any specific reasons for
purchasing the product, frequency of purchases,
in what quantities, in what package,
together with what products, etc
less important information about the place, the time
and other circumstances of consumption,
and habits, concerning
the use of the goods purchased.



Sociology explores the extent to which
and how human behavior varies
from society, finds out the factors that determine
education social strata, analyses
the structure and functions of the public
institutions and social groups. Social
knowledge widely used in the field
marketing and sales.



The behavior of the organization in the procurement
goods is significantly different from
behavior of individuals, primarily
the. Decisions to purchase are usually
collective and accept them professionals.
In addition, relationships with organizations
are characterized by greater stability.


7. Competitors.



The environment of competition is determined not only
direct competitors in the industry, but
producers of substitute products,
suppliers and consumers of products.



The concept of “competitiveness of company”
includes a large complex
economic characteristics that define
the position of the firm at the sectoral, national
and the global market. For the analysis of the environment
competition is divided into five components,
that affect the level of competition
(porter’s model), figure 3.



The first group includes enterprises
being direct competitors in
industry. To strengthen its position
compared to competitors of the company
use a variety of techniques,
the tools of competition.



With all the variety of methods and tools
competitive struggle for the position of the enterprise
the market determines the competitive
advantage.



As the analysis of the competition
Porter, competitive advantage
can be achieved or due to a more
low cost or by features
originality, uniqueness of the product.3





Fig.
3. Model competitive forces in society.


8.
Other partners in the market.



Manufacturer and trade perform
the challenges of ensuring consumers
goods. Success here depends largely on
from coordination partners. In
the last time it is impossible not to notice all the
increasing


_______________________________



3 Croft M.
John. “Market segmentation” – SPB:
Piterkom, 2001.


effect
trade on production, forcing
enterprises to consider the requirements of the
trade in the development and production of
goods.



The mediators are not included in the value chain,
establish contacts between different
links of this chain, thus contributing to the
the smooth promotion
of goods through distribution channels.
Mediation activities are engaged in
sales representatives, brokers,
commissioners, terminals, banks,
advertising agencies, etc.


9.
The macrosystem.



The development of the economic system in the country
impact on our ability
enterprise. Timely finding
the outlined changes, you can
using the resulting chances and
to avoid unnecessary risks. Here
to highlight the macroeconomic,
socio-cultural, technological,
physical-geographical, politico-legal
conditions.



Macroeconomic conditions
economic development in a country is influenced by
on possibility of sale of the goods produced
entrepreneur. Especially important
to accommodate the growth of the total social
product, national income, real
incomes, purchasing
ability, rate of inflation and the level
unemployment. On marketing has
the strong influence of the actions of the state
in the economic sphere, such as the establishment of
the level of Bank interest on deposits,
control of the money supply, taxes,
customs tariffs, etc.



Socio-cultural conditions.
The activities of the entrepreneur happens
the society has a certain structure,
is relatively stable. When
decision-making takes into account the following
factors:




  • the demographic situation, which
    influences the age structure of the population,
    income, education level, residence,
    fertility, the distribution of people on
    nationality, etc.



  • socio-organizational structure
    – the party, trade unions, enterprises
    consumers, youth organizations.
    Of particular interest are the principles
    build family, social division
    and influence the authoritative entities.



  • The system of social norms, including
    social values and accepted
    the principles of command (attitude to work,
    free time).




Technological conditions.Technical
development is understood in this case
as progress in the field of processes
the production of materials and goods.
Technological innovations are
the reason for the emergence of new industries
(computing), the disappearance of
preexisting or deep
changes in existing.



Physico-geographical conditions.
Climatic and geographical conditions,
the infrastructure of the region where there is
the activities of the entrepreneur should
be taken into account when making decisions. In
the growing movement to protect
environment this area is now
much more important for research
marketing than previously.



Political and legal conditions.Almost
any event marketing are
under the influence of numerous laws and
regulations. In addition to knowledge of specific
legal requirements marketing Manager
should take into account information about the total
the political atmosphere.


10.
Segmentation
market.



Market consists of buyers, each
of which differs from each other
different characteristics, depending
from which the company selects the method
division into segments.



The levels of segmentation of the target
market.
Segmentation –
marketing activities of the company,
aimed at the most accurate choice
target market.



The result of segmentation are identified
target markets four levels:




  • Segments;



  • Niche;



  • Regions;



  • Individuals.




11.
The marketing segment.



Market segment large,
identified for any
featured group of customers within
market. Companies using the techniques
marketing segment, recognize that not
it is advisable to develop a package
proposals of goods and services for each
individual customer based on
requirements, purchasing
ability, region of residence, habits
and priorities. They are trying to highlight
several large market segments,
to concentrate its attention on those.



For example, an automotive company may
there are four large segments:




  • Buyers for whom the car –
    first of all, a means of transportation.



  • Customers who need unique
    performance
    cars.



  • Buyers who want luxury
    limo.



  • Buyers, the main demand which
    – security guarantees.



When segmentation is assumed
all components of a certain
segment buyers have the same
desires and needs, although it
they are all different people and a
some of them want to
additional benefits and opportunities
not included in the proposal, and other
for some reason refuse.



12. Niche marketing.



Market segment – a large group
buyers that have some common
characteristics, for example:




  • Non-smokers.



  • Smokers from case to case.



  • Persistent smokers.



  • Heavy smokers.




Niche – more
a small group of customers, needs
which are satisfied by the competitors
enough. In order
to select a niche, enough to share
segment into smaller components
and define a group of customers, which
United by the desire to obtain special
the combination of benefits.



Because market segments
quite extensive, they are easy to recognize
and a competing company. In turn,
much smaller niche market
segments, and hence the intensity
competition on them below.


13. Marketing
region.



The development of special marketing
programs designed to meet
the needs of the group buyers
a specific region (trade zone
shopping for residents of remote areas,
the stores, designed for certain
buyers), targeted marketing
acquires the features of a regional.



The supporters of the idea of concentration
marketing impacts on regional
the market based on the obvious
demographic and social differences
people from different regions, it seems
the senseless conduct of the national
the advertising campaign that may not
find response local target market.
Here to meet the specific
the needs of the residents of the region the local
stores need your range
goods.



Opponents argue that regional
marketing leads to higher production
and marketing costs. In addition,
if the company is engaged in the supply
products to domestic markets
regions, sharply exacerbated the problem
associated with the transportation small
quantities of goods, and finally, if different
regions need different goods and
different is, “ dissolved”
the image of the brand.


13. Individual
marketing.



On the last level of segmentation
each buyer is considered as
a separate segment.



Mass marketing has become so
a widespread strategy,
what many people do not remember that at all times
consumers provided
personal service (tailors
and the shoemakers were only performed in the individual
orders). Today, the sectoral orientation
marketing to individual buyers
is becoming increasingly popular.
For example, when offering a product, the manufacturer
governs transportation
and payments separately for each
buyer. The development of new information
technology and modern means of communication:
e-mail, Fax
– refers to the appearance of unlimited
opportunities for improvement
methods of doing business and allows
companies to revisit the marketing,
– oriented individual
buyers. We can say that in
currently there is a mass
orientation to individual buyers
– use possibilities of mass
for production of goods
for individual orders.



Buyers with the purchase of
of their products want to emphasize their
personality. Opportunities
disclose new technologies
allow you to switch from marketing mode
monologue to marketing in a dialogue mode,
when buyers are active
participate in the development of their interest
product.



14.
Independent marketing.



Independent marketing
one of the forms of individual marketing
when the buyer assumes
responsibility for selection of products and
brand. The role of independent
marketing certainly increases. All
more customers prefer to engage
in the interactive dialogue, and less
consumers rely on advertising.
An increasing number of buyers who
carefully study trade magazines,
are computer a dialogue with the seller
and place orders by telephone or
by using computer networks. Along with
however, the role of the seller is not reduced, but
several modified. Seller
it is necessary to maintain free
to customers by phone or
Fax (their number must be specified in
ads) with potential
and regular consumers, to meet
questions relating to the proposed
or the desired product, to listen to them
the suggestions and comments. Buyers
will directly participate in
the development of the product and hence the product
will be created by joint efforts
producers and consumers,
represents the target market.


Conclusion.



Choosing and developing target markets,
sellers should realize the responsibility
to society. The question is not
so much in fact that will be sent
marketing efforts, as
exactly how and for what purpose.
In addition, you can track
the relationship between segments, seeking
opportunities to gain more profit
from expansion of product range and applications
different ways to supersegmental.
Need to develop a plan
consistent implementation in segments
and to do everything possible to save
it secret from competitors. Finally,
company executives responsible for
work with different market segments
should seek to cooperate in
the interests of the company as a whole.




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