Week 6

Industry Analysis (Simplified)

An industry refers to a group of companies that produce similar products or services, like
airlines, beverages, or furniture. Industry analysis is business research that examines the
potential of an industry to help a company determine if entering or competing in that industry
is viable.

Key Components of Industry Analysis:

1. Market Overview: Understand the market size, growth, and trends within the industry.
2. Competitive Landscape: Identify existing competitors and their strengths, weaknesses,
and market share.
3. Regulatory Environment: Research laws and regulations that impact the industry.
4. Economic Conditions: Assess the impact of economic factors like inflation, consumer
spending, or interest rates.
5. Opportunities and Threats: Determine potential opportunities (new trends, emerging
markets) and threats (competition, regulations).

An industry analysis helps a company decide if the market is worth entering, the level of
competition, and how to position itself for success.

Marketing research for a new venture:

Marketing research for a new venture involves gathering data to understand the market,
customer needs, and competitors. It includes:

1. Primary Research: Surveys, interviews, and focus groups to gather direct feedback from
potential customers.
2. Secondary Research: Analyzing industry reports, competitor data, and public sources for
insights.
3. Customer Segmentation: Identifying key customer groups based on demographics or
behavior.
4. Market Trends: Understanding trends in consumer behavior and technology to identify
market gaps.

This research helps guide decisions and reduces risks for the new venture.
The marketing mix:

The marketing mix is a business model that involves the key elements (often referred to as the
4 Ps) that companies use to effectively market and sell a product or service. It includes:

1. Product: The item or service being offered, including its design, features, quality, and
branding.
2. Price: The amount customers pay for the product, reflecting its value, competitive
pricing, and profit goals.
3. Place: The distribution channels used to make the product available to customers, such
as retail, online stores, or direct sales.
4. Promotion: The activities used to communicate the product’s value to the target
audience, including advertising, public relations, and sales promotions.

The marketing mix helps businesses develop strategies to meet customer needs and achieve
their marketing objectives.

Marketing Plan:

Step in preparing the marking plan:

A good Marketing plan is the backbone of all Successful business enterprise.

A marketing plan aims at planning the marketing strategies for Company. Preparing a
marketing plan the involves task of analyzing market opportunities through market Research
identifying profitable segments and targeting marking them through compounded mix
Strategies (product. price, place, promotion).

Steps:

1. Market research
2. Market segmentation
3. Market Targeting
4. marked positioning
5. Developing marketing strategies
6. Budgeting the plan
7. Implementing Monitoring and Reviewing The plan

1. Market Research
 Definition: Market research involves gathering and analyzing data about the
market, customers, and competitors to make informed decisions.
a. Objective: Understand customer needs, industry trends, competitor
strategies, and market dynamics.
b. Methods: Primary research (e.g., surveys, focus groups, interviews) and
secondary research (e.g., industry reports, competitor analysis).
c. Goal: Identify market opportunities, consumer preferences, and potential
threats.

2. Market Segmentation
Definition: Market segmentation is the process of dividing a broad consumer or
business market into smaller, more defined groups of consumers with similar
needs, behaviors, or characteristics.
a. Objective: Categorize the market into distinct groups based on
characteristics like age, income, location, behavior, or needs.
b. Methods: Use research data to segment the market into actionable groups
(e.g., demographic, geographic, psychographic, or behavioral
segmentation).
c. Goal: Understand specific customer groups and their unique preferences for
targeting.

3. Market Targeting
Definition: Market targeting is the process of selecting one or more of the
segmented groups to serve based on their attractiveness and alignment with the
company’s capabilities.
a. Objective: Choose the most profitable and strategically viable market
segments to focus on.
b. Methods: Evaluate segments based on their size, growth potential, and how
well they fit with the company’s resources.
c. Goal: Focus marketing efforts on high-potential segments that align with the
business’s strengths.

4. Market Positioning
Definition: Market positioning refers to the way a company wants its brand,
product, or service to be perceived by its target market relative to competitors.
 a. Objective: Create a distinct and favorable image of the brand in the minds of
consumers.
b. Methods: Define your unique selling proposition (USP) and key benefits that
differentiate your offering from competitors.
c. Goal: Position your product as the best solution for the needs of your target
audience.

5. Developing Marketing Strategies

Definition: Marketing strategies are the plans or tactics a business uses to achieve
its marketing objectives, focusing on the 4 Ps (Product, Price, Place, Promotion).
a. Objective: Design strategies to promote and sell your product or service
effectively.
b. Methods: Use the marketing mix (Product, Price, Place, Promotion) to create
tailored strategies for product development, pricing, distribution, and
promotional activities.
c. Goal: Create a balanced and cohesive approach to reach and attract the
target market.

6. Budgeting the Plan

Definition: Budgeting the plan involves estimating the financial resources required
to implement the marketing strategies and allocating the budget accordingly.
a. Objective: Ensure the marketing activities are cost-effective and fit within
the company’s financial capacity.
b. Methods: Estimate costs for advertising, promotions, distribution, and other
marketing activities.
c. Goal: Optimize spending and ensure resources are used efficiently to
achieve marketing goals.

7. Implementing the Plan

Definition: Implementation involves putting the marketing plan into action by
executing the strategies and activities outlined in the plan.
a. Objective: Carry out marketing tactics as planned and ensure the required
resources are available.
b. Methods: Assign roles, create timelines, and provide resources to execute
the strategies.
 c. Goal: Execute the plan efficiently and ensure all marketing efforts align with
the established strategies.

8. Monitoring and Reviewing the Plan

Definition: Monitoring and reviewing the plan involves tracking the performance of
the marketing strategies and making necessary adjustments to improve outcomes.
a. Objective: Ensure the plan is achieving the desired results and make
improvements when necessary.
b. Methods: Use performance metrics like sales data, website traffic,
customer feedback, and ROI to assess effectiveness.
c. Goal: Continuously improve the marketing efforts by reviewing performance
and adjusting strategies as needed.

Summary

A marketing plan is a detailed blueprint for how a company will approach its marketing
efforts. The process involves understanding the market through research, selecting the
right target audience, positioning the product or service, and developing effective
strategies to achieve success. A budget is created, the plan is implemented, and
performance