Market analysis in marketing. Market analysis: types, stages and methods

Table of contents:

Market analysis in marketing. Market analysis: types, stages and methods
Market analysis in marketing. Market analysis: types, stages and methods
Anonim

Everyone who takes part in financial interaction certainly works in one or another commodity market. The doctrine of the market is extremely significant in the field of marketing.

Marketing market is the total number of buyers of all products (both available and possible). The size of the market is determined by the number of buyers who need the product. They have the resources to share, and the desire to provide those resources for the products they feel the need for.

Research, analysis and market forecasting in marketing are very important elements for any company in the process of its functioning.

Market concept

The market is characterized by certain indicators used in market analysis, marketing analysis of the market and stages of implementation of activities:

  • customer needs driving demand;
  • capacity;
  • geographic location.

Market Types

According to the needs that form the demand for certain goods, the main types of market can be named:

  • producer marketform companies that buy products/services for their future use in an industrial process;
  • consumer market consists of people who buy products/services for personal use;
  • The municipal market is represented by companies buying products/services to do their own work;
  • the reseller marketing market is citizens and organizations who need goods/services for the next resale in order to generate income;
  • the international market contains all buyers of products that are located abroad.

There are the following types of marketing markets:

  • regional - occupies the entire territory of a certain state;
  • local - covers one or more areas;
  • world contains all the states of the world.

The fundamental parameter in the properties of the sales market is the combination of supply and demand for certain products. In this case, we can distinguish between a "customer's market" and a "seller's market".

On the seller's market, the leading figure is, respectively, the trader. In this case, he does not need to spend financial resources on marketing. In any case, his product will be bought. By organizing a marketing research, the merchant will only spend money.

In the customer market, the consumer sets the tone. Such a state inspires the merchant to spend extra energy on promoting their own products.

2. market analysis marketing strategy
2. market analysis marketing strategy

The Importance of Advertising Studymarket

Studying demand is a significant moment in the work of a marketing manager. Detailed research allows you to quickly find vacant market niches, select a more suitable target market and better understand the needs of buyers.

Before you start researching, you need to clarify the goals of market research. Examine the following parameters:

  • company products: study the development of the market and the share of the company's products in the sector;
  • market structure: studying market conditions and market potential, assessing trends;
  • user: study of demand, main needs in the market, marketing research of the behavior and expectations of the target audience;
  • motivated sector: study of promising parts of the market to select the scope of work;
  • free niches: marketing study of parts of the market to identify free market niches and new sources of sales;
  • opponents and competitors: study the work of rivals in order to identify the competitive advantages of products and find weaknesses in the company;
  • prices: Market research into competitors' price positions, as well as analysis of the current price structure in the industry.

Let's consider the main stages of market analysis and marketing analysis of the market.

Stage 1. Determining the objectives of market research

Before you start analyzing the market and evaluating indicators, you need to outline the objectives of the study. Specific points to consider:

  • company products;
  • market structure;
  • consumer;
  • target sector;
  • free niches;
  • competitors;
  • prices.

Stage 2. Product or service research

With the help of procedures that are associated with the marketing research of goods, the market needs for new types of products / services are determined. It also specifies the properties (multifunctional and technical) that should be changed in products already on the market. In the process of marketing analysis of the product market, the characteristics of products that best suit the needs and desires of buyers are determined. Such analytical work, on the one hand, shows the management of the company that the client wants to find out exactly which characteristics of the product are of great importance to him. On the other hand, in the process of marketing research, one can realize how to introduce new products to potential customers. Marketing research of the market of products and services provides data on what new opportunities for the client provide new products or changes in existing ones.

Product study is about comparing the features of the products supplied by the company with the parameters of competing products. For a marketing-oriented organization, the focus of research is to determine its comparative competitive advantage.

In the process of conducting product market research, one must constantly follow the rule: products must be where the client most expects them - and for this reason, most likely, he will buy. This process is called positioning the product in the market.

3. analysis of the labor market in the fieldmarketing
3. analysis of the labor market in the fieldmarketing

Step 3. Determination of market capacity

Research, analysis and forecasting of the market in marketing begins with an assessment of its capacity.

Possible market capacity is the total number of orders that a company and its rivals can expect from customers in a certain region within a set period of time (usually a year). The Market Capacity Study is calculated for a specific product for a specific sales region. First, the indicator is calculated in physical terms (the number of products sold for a certain period: quarter, month, year). The marketing assessment of the possible market capacity in terms of value is also fundamental for the company. This is especially important when studying the dynamics of market capacity. In this case, the management of the company will need to find out:

  • Is there an increase in demand for the company's products? Or demand is falling - and you need to think about repurposing work.
  • What are the opportunities in this local market.

In the process of conducting a marketing study of the possible market capacity, it is important to identify the causes of the impact that can push both a decrease in capacity and its increase.

Stage 4. Market segmentation

A market sector is a group of buyers characterized by strictly defined common features that determine their behavior in the market. As a result, the essence and purpose of market segmentation is to find that group (or a number of groups) of buyers who are more likely to buy certain products.

Marketingmarket segmentation allows:

  • find out the specifics of the likely customer of the product;
  • show aspects of consumer properties in various market sectors;
  • find which of the parameters of the group of buyers are stable and, as a result, more necessary to predict the needs and desires of buyers;
  • clarify (make changes) the likely market capacity, facilitate sales forecasting;
  • find out how to change advertising for outlets, what changes need to be made to the company's advertising strategy with the assistance of different customer groups;
  • understand how to change product characteristics (device, price, shipping, appearance, packaging, etc.).

The segmentation function is a function and a system of traits that unite all buyers into a certain group. They can be chosen by income and social activity, by demographic and geographical characteristics, by nationality, and even by a common historical path.

For a company in the field of sales, it is important which of the parameters of the buyer group are in first place at the moment or will be in the near future.

4. market research, analysis and forecasting in marketing
4. market research, analysis and forecasting in marketing

Stage 5. Research and study of buyers

At this step, it turns out who is the likely user of the product, what is the structure of the wishes of buyers.

Work in this direction will help, first of all, to find more vulnerable places. This applies to both the product and the variant of its implementation,the financial strategy of the company as a whole. At this step, the profile of the future buyer is being developed.

In the process of this analytical work, not only inclinations and customs, habits and preferences are taken into account. In addition, the prerequisites for the behavior of certain groups of buyers are explained. This makes it possible to predict the future structure of their interests. Currently, an arsenal of tools is used for marketing research of consumer behavior, their subconscious and conscious reactions to certain products and their advertising, to the current state of affairs in the market.

Methods of study include: questionnaires, surveys, testing. They all provide an opportunity to find out the opinion of buyers about the changes made to the product or service. With these tools, you can timely track the reaction of buyers to efforts to release and promote products on the market.

Stage 6: Explore Sales Methods

Marketing research of the sales market contains the search for a more effective combination of the methods and forms used to sell products / services, their strengths and weaknesses. It discusses the means needed for a product to compete in the marketplace. Marketing analytical work involves consideration of the functions and features of the work of different companies involved in wholesale and retail trade. Identifies their strengths and weaknesses, explores the nature of established relationships with producers.

As a result, to be specified:

  • who can act as an intermediary (autonomous trading company or own departmentcompany sales);
  • how to profitably sell a company's products in a particular market.

With all this, you need to calculate all kinds of costs for the sale of products. We need to consider ways to implement through intermediaries and through our own network.

In addition, you need to clarify the percentage of sales costs in the final price of the product, etc.

Stage 7. Study advertising performance and promotion techniques

This element of advertising market research is responsible for studying the productivity of different types and methods of advertising and promoting a product on the market. It also includes branding the company and promoting sales.

To master the market and start selling their own products, the company needs advertising. It requires searching and informing customers, shaping the style of the company, collecting orders.

Marketing advertising research contains methods for analyzing the marketing environment both in the Russian market and in the world:

  • selection of more suitable types and means of advertising;
  • trial testing of marketing tools;
  • finding out the priority sequence of using different marketing tools;
  • Estimating the duration of the advertising effect on customers.

The importance of advertising and the performance of a marketing campaign are measured against financial endpoints. This is first seen in the increase in sales. However, certain types of advertising are aimed at the long term. They cannot be quantified.

5. market analysis marketing strategy
5. market analysis marketing strategy

Stage 8. Development of pricing tactics

Pricing is one of the main reasons for successful competition in the market. In the process of working on the correct pricing policy, it will be necessary to comprehend not only the strategy, but also the system of discounts for customers. In addition, you need to find a range of prices in order to increase profits and improve implementation.

Stage 9. Research the level of competition

Rival research is one of the main components of marketing today. Its indicators make it possible not only to develop the correct financial strategy and market policy of the company. It becomes clear what has been implemented improperly in products, sales network, advertising and other elements of the company's work.

In the process of research, you first need to identify the company's main competitors in the market (direct and indirect), as well as identify their strengths and weaknesses. This is especially important when a company enters the market with a new product, develops an unfamiliar area of financial work, and tries to infiltrate a new market. To find the comparative advantages of rivals and evaluate your own resources, it is not enough just to study the products of rivals. We need to get data on other qualities of their work: goals in a particular market, aspects of production and management, pricing and financial position.

Need to know:

  • marketing costs and aspects of rival strategy;
  • price ratio between their products and those of rivals;
  • onwhat sales channels competitors rely on when selling;
  • what industries do they want to infiltrate in the future;
  • what types of benefits do rivals provide to customers;
  • who do they use as middlemen to sell products, etc.

Now, along with direct competition, the specialization of companies is deepening. Consumer demand, desires and needs of people are becoming more and more personalized. Therefore, you need to learn how to find any methods of competitive work with possible rivals. This is to protect yourself from the dangers of a price war.

Stage 10. Sales forecasting

The basis of planning in a company is a market analysis and a marketing plan, which refers to the possible size of sales of a certain type of product/service. The main task of marketing market research is to find out what can be sold and in what quantities.

With the help of forecasts, monetary and production work is planned. Decisions are made about where and how much to invest. Marketing work in this direction allows you to understand how to change the assortment in order to increase the overall profitability of the company, etc.

But a sales forecast is, first of all, a plan. It cannot account for all factors.

6. marketing analysis of the product market
6. marketing analysis of the product market

Methods of market analysis and marketing analysis of the market

There are many methods of market research. They are all used in certain situations to solve specific marketing problems. Ways to collect information in the process of advertisingResearch papers can be divided into two groups: qualitative and quantitative.

Quantitative market research is most often associated with the organization of various types of surveys. They are based on the use of structured closed questions. The answers are given by a huge number of respondents. The distinctive features of this study are: the study of the acquired information is carried out in the order of ordered procedures (quantitative nature prevails), the format of the collected information and the sources of its receipt are strictly defined.

Qualitative market research consists of collecting, researching and interpreting information by observing how people behave and what they say. Monitoring and its indicators are of a qualitative nature.

Marketing methods of market analysis are as follows:

  1. Focus groups. The target group of buyers takes part. At this event, there is a moderator who, according to a certain list of questions, conducts a conversation. This is a qualitative way of market research, which is useful for understanding the circumstances of behavior. Focus groups help to construct assumptions, to study the hidden motives of clients.
  2. Review. This is a survey of the target market using a complex questionnaire. This is a quantitative way of marketing. It is used when it is necessary to obtain testimonials on certain issues.
  3. Observation. Tracking the behavior of a representative of the target audience in an ordinary environment. Refers to qualitative marketing research methods.
  4. Experiments or field research. Appliesto quantitative marketing. Provides the ability to test any assumptions.
  5. Deep interviews. Conversation with one representative of the target audience on a specific list of open questions. They provide an opportunity to understand the topic in detail and construct assumptions. They refer to quality marketing methods.

Marketing strategies

Market analysis and marketing strategy are part of the company's overall strategy. With its help, the main directions of the company's work in the market are formed in relation to rivals and customers.

Market analysis and marketing strategies are influenced by:

  • main goals of the company;
  • current market position;
  • available resources;
  • assessment of market prospects and expected actions of rivals.

Because the market is constantly changing, advertising strategy is characterized by mobility and resilience. To raise the implementation of a particular company or promote a product, you need to develop your own business lines.

Market analysis and marketing strategies are divided into specific areas:

  • Integrated growth. The main task is to increase the structure of the company through "vertical development" - the launch of the production of new products.
  • Concentrated growth. It involves a change in the sales market for products or its improvement. Often such strategies are aimed at fighting rivals in order to gain a larger market share (horizontaldevelopment), finding markets for existing products and improving products.
  • Abbreviations. The goal is to increase the productivity of the company after a long development. In this case, this can be done both during the transformation of the company (for example, when reducing some departments), and when it is eliminated.
  • Diversified growth. It is used if the company does not have the opportunity to grow in the current market conditions with a certain type of product. A company can focus on launching a new product, but at the expense of existing resources.
7. market analysis and marketing plan
7. market analysis and marketing plan

Example of application of the market analysis technique for a company

Market analysis and marketing analysis of the market begin with a study of the company's sales markets using the example table below.

Analysis of the dynamics of sales markets of LLC "…" in 2018.

Indicator Moscow region (domestic market) Ural (domestic market) Siberia (domestic market) Kazakhstan (external market) Ukraine (external market) Other countries (external market) Total
PRODUCTS A
Sales volume, units 3062062 561378 510344 408275 306206 255172 5103436
Unit price, thousand rubles 1, 4 1, 39 1, 37 1, 36 1, 34 1, 33 1, 4
Cost of unit, thousand rubles. 1, 008 1, 008 1,008 1, 008 1, 008 1, 008 1, 008
Profit, RUB thousand 1200328 212201 185837 143067 103141 82519 1927093
Profitability, % 28 27, 3 26, 5 25, 8 25 24, 3 27
PRODUCTS IN
Sales volume, units 3562955 657776 438517 328888 274073 219259 5481469
Unit price, thousand rubles 1, 3 1, 26 1, 22 1, 19 1, 15 1, 12 1, 3
Cost of unit, thousand rubles. 0, 871 0, 871 0, 871 0, 871 0, 871 0, 871 0, 871
Profit, RUB thousand 1528508 256533 154433 103756 76708 53796 2173733
Profitability, % 33 30, 9 28, 8 26, 6 24, 3 22
PRODUCTS C
Sales volume, units 3742520 737163 510344 340229 226819 113410 5670485
Unit price, thousand rubles 1, 33 1, 3 1, 28 1, 25 1, 23 1, 2 1, 33
Cost of unit, thous.rub. 0, 9842 0, 9842 0, 9842 0, 9842 0, 9842 0, 9842 0, 9842
Profit, RUB thousand 1294163 235302 149598 91040 55015 24725 1849844
Profitability, % 26 24, 5 22, 9 21, 4 19, 8 18, 1 24, 5
PRODUCTS D
Sales volume, units 1720047 370472 185236 158774 132311 79387 2646226
Unit price, thousand rubles 1, 4 1, 39 1, 37 1, 36 1, 34 1, 33 1, 4
Cost of unit, thousand rubles. 1, 218 1, 218 1, 218 1, 218 1, 218 1, 218 1, 218
Profit, RUB thousand 313049 62239 28552 22295 16782 9001 451918
Profitability, % 13 12, 1 11, 2 10, 3 9, 4 8, 5 12, 2

The market analysis in the table is presented in a generalized form.

Analysis of the external market and marketing-assessment of profitability for LLC “…”.

Product type The value of the sale of sales markets, units. (domestic market) The value of the sale of sales markets, units. (externalmarket) Structure of the domestic market, % Structure of the foreign market, % Domestic market return, % External market return, %
Product A 4133783 969653 81 19 27, 3 25
Product B 4659248 822220 85 15 30, 9 24, 3
C Products 4990027 680458 88 12 24, 5 19, 8
Product D 2275755 370472 86 14 12, 1 9, 4
Total 16058813 2842803 85 15 23, 7 19, 6

Analysis of the data in the table shows that the share of the domestic market of “…” LLC in 2018 is maximum and is over 80%, and the share of the external market is minimal.

It should also be noted that the profitability of the domestic market for all types of products is maximum and varies from 12.1 to 27.3% for different types of products, and averages 23.7%, which is higher than the profitability of the external market which is 19.6%.

Let's consider the structure of the company's domestic market in 2018.

In 2018, the share of the Moscow Region in the structure of the domestic market is maximum and amounts to 75%, and the share of Siberia is minimal and amounts to 10%

In 2018, the share of Kazakhstan in the structure of the domestic market is maximum and amounts to 42%, and the share of other countriesis minimal and amounts to 26%.

8. marketing methods of market analysis
8. marketing methods of market analysis

Example of coffee market analysis

The table below shows the rate of development of the coffee market in Russia based on market research.

Analysis of the coffee market (marketing example) in 2012-2017.

Years Retail market turnover, billion rubles Share of coffee in turnover, % Retail sales of coffee, billion rubles Market rate, %
2012 19104 0, 53 101, 3 -
2013 21395 0, 61 130, 5 28, 89
2014 23686 0, 61 144, 5 10, 71
2015 26356 0, 65 171, 3 18, 57
2016 27526 0, 77 212 23, 72
2017 28317 0, 82 232, 2 9, 55

Data taken from Rosstat website.

In 2012-2017 coffee increased its structural share in retail turnovertrade by 0.29 pp. Prerequisites: the spread of fashion for coffee in the restaurant business, after which domestic consumption increases, as well as the marketing activities of coffee and coffee makers grow. In the category of hot drinks, coffee is confidently changing demand for itself.

Based on the data of the state statistics service, the monetary size of the coffee market parts was calculated in the table below.

The volume of coffee market segments in 2017-2018.

Segment Retail sales, billion rubles, 2017 Average prices, RUB/kg, June 2018 Sales volume, t, 2017
Instant 191, 2 2249, 3 84998, 9
Natural ground beans 41, 4 976, 4 42391, 7
Total 232, 6 - 127390, 5

Peculiarities of labor market analysis in marketing

The rise in demand for marketing professionals has been observed over the past few years.

There is a steady interest in this professional environment. The largest increase in demand is in the field of marketing management.

Analysis of the labor market in the field revealed major trends.

  • Demand for marketing professionals is on the rise. The demand for designers and brand managers has a similartrend.
  • Professions in marketing require the highest level of professional training, a broad outlook, the ability to communicate, initiative, and the ability to creatively solve difficult problems.
  • The salary of a marketing specialist in the capital of Russia at the current time (on average) is about 2,000 - 3,000 dollars. In the regions, this figure is lower.
  • Young professionals are increasingly choosing the profession of an advertiser.
  • At the highest level, a marketing career can reach the CEO.

The growing demand for advertisers is explained by the fact that there are not enough experts in the field who are focused on the result. People read promotional books, but they don't practice the tools or are focused only on cutting-edge tasks like ordering branded pens and sending out press releases. Therefore, while the field develops briskly, the demand for experienced professionals who are able to think strategically will grow. Therefore, the analysis of the labor market in the field of marketing for 218 shows positive trends.

9. analysis of foreign market marketing
9. analysis of foreign market marketing

Network market and its analysis

Network marketing is a method of promoting products from manufacturer to consumer through recommendations. This method of product distribution is characterized by the absence of intermediaries - wholesalers who overestimate the cost of the final product when reselling products. In network marketing, there is no advertising on the streets and in the press, which is common for a large number of products. This significantly reduces the cost ofpromotion of products of million-strong companies.

For example, 4 main rivals involved in direct sales through agents were selected: Herbalife, Faberlic, Oriflame, Amway.

Company competitiveness data and network marketing market analysis are presented in the table below.

Company

/Indicator

"Oriflame" "Faberlik" "Amway" "Avon" "Herbalife"
Country Sweden Russia USA USA USA
Year of creation 1967 1997 1959 1886 1980
Turnover 2.4 billion € More than €12 billion 11.3 billion € More than 10 billion € More than 10 billion €
Number of employees 7 500 - 20,000 42,000 5,000
Number of distributors 3.5 million 600,000 1.5 million 6 million 3 million
Qtyproducts, items About 1000 More than 1000 About 450 More than 1500 More than 1000
Works in countries 62 24 61 104 -
Starter kit cost 58 rubles 0 RUB 1 180 rubles + order 60 rubles 2 240 rubles (together with the order)
Distributor discount From 18% to 68% 30% 30% From 15% to 30% From 18% to 40%
Hand cream - cost 30 rubles 30 rubles 454 rubles 30 rubles 259 rubles
Cost of 1 point 13, 5 rubles 24 rubles 28 rubles - -

After conducting a study of the competitiveness of companies that sell cosmetics through network marketing, the following conclusions can be drawn:

  • The product range of the companies is quite similar. If one of them launches a unique line of products, others tryfill your own assortment with similar products.
  • Any company strives to show its own advertising plan for distributors in a good light so that potential sellers appreciate their merits and make a choice in favor of the company.
  • The target audience of each company can be divided into 2 layers: product users and its distributors.
  • The highest level of competition forces every company to stand out in new ways, both through product and belief in benefits and prizes for distributors.
  • There is a rather negative assessment of the network marketing business in society, so any company is forced to fight stereotypes with every possible new distributor.

All these findings impose certain requirements on the creation of different marketing and PR campaigns in this market area.

10. coffee market analysis marketing example
10. coffee market analysis marketing example

Conclusion

Market analysis and marketing analysis of the market, the study, study and processing of information about the state of affairs in the market in a certain area is called marketing research. Similar studies are conducted by the company's specialists, advertising services of large holdings. Both the fate of a small boutique in a shopping and entertainment complex and the productivity of multi-billion dollar investments depend on the correctness, completeness and impartiality of such work. No serious company in the world makes strategic decisions without studying the market, marketing a new product, or improving a technology.

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