Market Analysis and Strategies (B.2.3.)

Creating and Presenting Strategic Plans

Market Analysis

B.2.3. Markets Addressed

B.2.3.1. Markets Addressed

B.2.3.2.Product Niche

B.2.3.3. Customer Groups

Characteristic Comment

Market size (€) The larger the better

Vol growth rate (%) The higher the better (AOTBE)

Life cycle:Development, Growth, Maturity,Decline

Maturity and Decline great if RMS is high

Stability Stable or transform?

ConcentrationCusts for 50% of sales Good up to captivity

Competitor Concentration (%)Top 5 have 70% plus Great if you are in top 5

Purchase amount (€) The larger the better

Characteristics of Great Markets

Markets and their potential: Discussion

•Political

•Economic

•Social•Technologica

l•Environmenta

l

•Other influences

•Legal

Product Mkt. Size ($)

Vol Gr Rate (%)

Life cycle Stability Cust.

ConcentComp.

concent

Ave Purchase

Amt.Strategy

Markets and their potential

Comments from discussions in bullet points

Product 20X0 201Y 201Z % Change Strategy

Total

Sales Projections ($)

Comments from discussions in bullet points

Customer Size ($) Ann. Purchase ($) Gr Rate (%) Life cycle Main

PersonCust.

StrategyOur

Strategy

Customer Groups’ Characteristics

Comments

Characteristics of Great Territories

Characteristic Comment

Market size ($) The larger the better

Vol growth rate (%) The higher the better (AOTBE)

Life cycle:Development, Growth, Maturity,

DeclineMaturity and Decline great if high RMS

Stability Stable or transform?

ConcentrationCusts for 50% of sales Good up to captivity

Competitor Concentration (%)Top 5 have 70% plus Great if you are in top 5

Purchase amount ($) The larger the betterComments from discussions in bullet points

Territory Mkt. Size ($)

Vol Gr Rate (%)

Life cycle Stability Cust.

ConcentComp.

concent

Ave Purchase

Amt.Strategy

Territories and Their Potential

Comments from discussions in bullet points

The End