1. Market Analysis

3. Market Position

4. 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. 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 How can football clubs market themselves in new markets like China? Copyright: Stock.Xchng

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