This website uses cookies to ensure you have the best experience. Learn more

Market Assessment Seminar Essay

978 words - 4 pages

Market Assessment

EXCEL Business Consulting

1

Market Plan Weakness
One of the most critical flaws when you “know all about” your technology, is that often you over look what you don’t know about your business. Market plans based on assumptions and secondary research do not give you enough information about your customers Consumers perceptions may differ from the reality, and are as important to understand.

?
2

Determining Your Market?
Your Business Plan should be based on market research to avoid pitfalls, including:

Too small or to broad a target market Lack of real product/service advantage Not knowing which features / benefits drive consumption Bad timing Not ...view middle of the document...

Get it right the first time. Tailor your product development to what consumers want Have your target customers “buy in” to product development by keeping them updated on how their input has shaped new features / benefits developed

8

Who to ask …
Are these technology based questions; and if so who in the company should you be talking to?
– Engineers, engineering consultants, operators, purchasing agents???

Are these business based questions; present costs, purchase practices etc; who in the company should you be talking to?
– CEO, CFO, Purchasing agent???

9

Internal / External Influencers
The client may rely on internal or external advisors to inform them: Staff External consultants Engineers Other professionals (research organization & institute staff) Ask how they stay aware of new trends, and who helps them in their evaluation of new technologies.
10

Other Analyses
Other areas that are analyzed through secondary research
Suppliers Distributors Competitors Other Stakeholders

11

Product Evolution
Based on the results of your market survey you need to assess your firm’s internal ability to:
Can you address the wants of your surveyed market and still be profitable Develop future technology versions Exploit competitors’ weaknesses by addressing them directly
12

Questions To Ask…
Survey example Let’s go through the Water Treatment Manufacturer survey? THE REMAINING SLIDES REFER TO HOW TO USE THE RESULTS OF A FEASABILITY STUDY… WE WILL COVER THEM IF TIME PERMITS
13

Marketing Plans Objectives
Communicate marketing philosophies Provide direction Serve as motivators Clarify thinking Provide a basis for control
14

Plan segmentation, targeting, positioning
The purpose of segmentation; group customers with similar needs, wants, behavior or attitudes. Targeting: The selection of specific segments for marketing. Can be to one segment, multiple segments or the entire market Positioning; using marketing to create a competitively distinctive place (positions) for the brand or product in the mind of the targeted customer
15

Direction, Objectives, and Marketing Support
Goals: Long-term performance targets. Objectives: Shorter-term targets that support the achievement of...

Other Papers Like Market Assessment Seminar

Eli Lilly Essay

1676 words - 7 pages MANAGEMENT OF TECHNOLOGY Case Brief on Eli Lilly: The Evista Project TIMELINE 4000-2000 BC – Ancient Egyptians developed compresses around Skull to stop migraines. 1876 – Eli Lilly founded in Indianapolis, Indiana by Colonel Eli Lilly. 1970s – Early research in Lilly on Serotonin. 1988 – Prozac launched to market 1991 – Serotonin “1f” receptor cloned by Lilly’s collaborator, Synaptic Pharmaceutical Corporation. CNS group starts

Resources Bus Essay

3566 words - 15 pages [pic] INTRODUCTION TO BUSINESS PROCESSES (BUSI 1333) [pic] ASSESSMENT GUIDE 2012-13 NB The assessment details contained in this document are the definitive details of your assessment for this course 2012-13. Please follow this guide and disregard information on assessment from any other document. Contents Page |Recommended texts

Money Plant Consulting

2388 words - 10 pages ) Consultation on income tax & fringe benefit tax b) Assessment and Appellate proceedings c) Transfer pricing 3. Employees’ Taxation and Investments a) Conducting seminar, orientation and induction program for the employees b) Preparation & Submission of income tax returns for corporate employees c) Tax & Financial planning Some of the Corporate Clients with whom Money plant Shares Professional

Mba for Melbourne

3238 words - 13 pages market your determination to be at the forefront of your field.” Associate Professor Patrick Butler Associate Dean, Executive MBA Programs exeCUtIve level stUDy For managers with the ambition to challenge for greater responsibility and more senior positions, the Melbourne Business School Executive MBA provides the right opportunity to take their career to the next stage. MBS recognises the difficulty of finding the time to gain the capabilities

Interclean

1612 words - 7 pages , how they are applied, including hands on training providing each salesperson the opportunity to use the lines of chemicals they will be selling. A certified chemical cleaning technician will teach the sales team how each chemical works in the real world. There will be opportunity for questions and coaching on Tuesday and Thursday. Friday there will be a written assessment; a passing grade of 80% is required and a presentation showing how one of

Human After All

4392 words - 18 pages PAGE Welcome message 1. INTRODUCTION 5 a. Background details b. Module aims 2. MODULE OUTLINE 6 c. Module learning outcomes d. Themes and topics e. Learning supports 3. MODULE DELIVERY SCHEDULE 10 f. Session arrangements g. Student engagement h. Office hours arrangements 4. ASSESSMENT

Poverty Alleviation in Pakistan

2300 words - 10 pages Title of the book, Poverty Alleviation in Pakistan, Present Scenario and Future Strategies By, Dr. Mohibul Haq Introduction This book is a collection of sixteen papers presented at a seminar on poverty alleviation organised by the Institute of Policy Studies, Islamabad in December 1995. The objectives of this seminar was to highlight the issues of poverty; to critically evaluate the public policies and strategies connected to it; and

Strategy Management

1724 words - 7 pages . COURSE CONTENT The course consists of nine sessions: (1) What is strategy? (2) The Market Positioning Approach (3) The Resource Based View of Strategy (4) The Institution Based View of Strategy (5) Diversifications and Acquisitions (6) Strategic Alliances and Networks (7) International Strategy (8) Globalisation and MNC organisation structures (9) Conclusion The course will be taught over nine sessions of 3hrs, namely a lecture of

Assignment

5265 words - 22 pages |Wk |Lecture Schedule |Outcome of session |Activity/seminar and formative assessment |Resources | |1 |Introduction to Managing Financial Resources & Decisions: identifying| Introduction to the module, mode of assessment, awareness of the awarding |Short-answer questions to assess learner’s

Plan E - Marketing

1974 words - 8 pages messages: this can be done in the website with flashing notice on the side-bar of website, also send email to our current clients and potential clients. Presentation to company HR departments: as presentation is a good method to give an impression in the heart of our customers even presenting presentation in a very high-end way like online seminar will create the impact that our company is up to date and best in market. This will also make easy

Learning and Development

4692 words - 19 pages 1. Introduction This seminar paper deals with the Learning and Development Strategy of Dashen bank vis-à-vis the best practices and best fits recommended by scholars in the field. Our assessment covers the literature review analysis on the best practices and best fits as provided by the tool kits. We have also reviewed the Dashen bank’s business as well as Human Resources Management Strategies, HR Training Policies and Procedures and the Bank’s

Related Essays

Ibm International Business Management Essay

1810 words - 8 pages | | | | | | | |Seminar | |Case study: Vietnam market entry

Bus101 Introduction To Marketing And Communications

1993 words - 8 pages bionic legs (motivations, etc); 3) the requirements of well defined market segments. 4) the need to position the product for each target market segment by manipulating the variables of the marketing mix (product, price, distribution and communication). A sustained counter example might be useful to illustrate your understanding of the marketing management concepts you have studied. Assessment criterial The assignments will be

Psychology Of Stress Essay

1932 words - 8 pages life. Table 1: guiding principle for the program Assessment of the stress | 1. Use the figures to understand the scope of stress, which is revealed by evaluating illness, absenteeism, performance and turnover rates. 2. Forming a stress management team, which assists in identifying the stressors 3. Surveying employees to identifying stressors at work and off work. 4. Offering a health risk assessment for the lifestyle factors and

Purina Poster Essay

2585 words - 11 pages /allevents/2014-nestl-investor-seminar. PHILLIPS-DONALDSON, D. 2014. Latest US petfood market data show bright spots and warning signs. Available from: http://www.petfoodindustry.com/blogs/7-adventures-in-pet-food/post/5004-latest-us-petfood-market-data-show-bright-spots-and-warning-signs [Accessed 17/11/2015 2015]. SPRINKLE, D. 2015. Pet food market opportunities in the US Hispanic population [Online]. Petfoodindustry. Available: http