Your Market Analysis and Marketing Plan

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Your Market Analysis and Marketing Plan
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Whats the Difference?

• Market AnalysisDescribes Targets (Who Why)

• Marketing PlanDescribes Tactics (How)

• Customers
• Competition
• Competitive Advantage
• Critical Success Factors
• Critical Risks
• Potential Sales/Market Share

• Product Positioning
• Price
• Placement
• Promotion
• Sales Process
• Partnerships

3
Why Segment the Market?

• All firms have limited resources. They cant be
  all things to all people. They must decide where
  to focus their limited time, money and human
  capital so that they yield the greatest return.
• That means identifying right-sized pieces of
  the market to go after.

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What Makes a Market Segment Promising?

• Measurable possible to determine size
• Significant large enough to be profitable
• Recognizable distinct enough so that you can
  identify its members
• Compatible with your ventures mission,
  strengths, ability

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Ways to Target the Market

• Geographic
• local, regional, national, international
• Demographic
• B2C gender, age, income, education, ethnicity
• B2B revenues, employees, industry
• Psychographic
• values, lifestyles, hobbies
• Behavioral
• benefits sought, usage rate

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Tips for Identifying Market Segments

• Secondary Research
• Databases Reports
• Newspapers Magazines
• Trade publications and Trade shows
• Ask
• Industry players
• Potential customers
• Suppliers
• Observe

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Partial Document

• Remaining pages are intentionally not presented.
  They are only available to subscription members
  in the members private download area