1. Market Analysis

2. Market Analysis

3. Market Position

4. Market Position Market Niche – small part of an existing market
Market Leader – maintain dominant position in the market?
Market Follower – Follow the lead of the market leader – pricing, product development etc
Market Challenger – Seek to adopt strategies to challenge market leader’s position

5. Market Objectives

6. Market Objectives Will involve/determine some or all of the following:
Market Penetration
New Product Development
Branding
Diversification
SWOT Analysis
Product Portfolio – Product Life Cycle, Boston Matrix
Marketing Objectives for Pepsi?
Title: Western goods sell well in China.
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7. Market Segments

8. Social Class Registrar General's Grouping:
Class 1 – Higher managerial and professional
Class 2 – Lower Managerial and professional
Class 3 – Intermediate Occupations
Class 4 – Small employers, self employed
Class 5 – Lower Supervisory
Class 6 – Semi Routine
Class 7 – Routine
Class 8 – Long term unemployed/never employed

9. Social Class A – Higher managerial, professional and administrative
Institute of Practitioners in Advertising (IPA) Grouping
A – Higher managerial, professional and administrative
B – Middle management, professional and administrative
C1 – Supervisory, clerical and junior management
C2 – Skilled Manual Workers
D – Semi and unskilled manual workers
E – Pensioners, casual workers, unemployed

10. Social Class – New Groupings
The National Statistics Socio-economic Classification Analytic Classes (NS-SEC)
1. Higher managerial and professional occupations
1.1 Large employers and higher managerial occupations
1.2 Higher professional occupations
2.Lower managerial and professional occupations
3. Intermediate occupations
4. Small employers and own account workers
5. Lower supervisory and technical occupations
6. Semi-routine occupations
7. Routine occupations
8. Never worked and long-term unemployed

11. Which Segment?

12. Which Segment?
Mass Markets – high volume, low margin goods – confectionary, cars, clothing, food stuffs
Multiple Segments – appealing to wider range of groups – e.g. 4x4 vehicles – town, country, gender, lifestyle, social class?
Single Segment – often a specialised product, e.g. machinery, exclusive goods

13. Market Structure

14. Market Structure
Nature of the market structure determines marketing strategy:
Pricing strategy
Branding?
Product Differentiation?
Market Penetration?
Market Skimming?
Direct Selling?