Note: Incomplete
Marketing Analytics
Market Opportunity Assessment
- Defining the reference market
- 3 factors
- Need
- Groups of consumer
- Technology
- Steps to Market Opportunity Assessment
- Quantify Market Potential
- Potential: Upper Limit
- Tools / Quantifications
- Market Buildup Method
- Get potential usage number
- base * char * quant * price
- Market Rating Index
- Region developed vs undeveloped - develop market or differnetiate product
- % Retail sales in region / % Population
- Market Development Index
- Market developed - awareness of market?
- Market demand / Market Potential
- Forecast: Expectations under conditions & time
- Judgement - experts or management input
- Analogy - historical data of similar markets
- Growth Rate → Penetration Rate → Apply to Target Base
- Models
- BASES Model
- Regression Model
- Estimate Penetration Growth Patterns
- Identify the impact of marketing-mix elements on market share
- When assessing opportunity, also check the fit
- Resonance with target market and fit with market strategy
- Concept Testing - Qualitative and Quantitative
- Market Potential - Growth
- Available Market - Penetration
- Competitive Intensity - Market Shares