managing marketing processes_seminar 3
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Third seminar for my Managing Marketing Processes course in the MGM program at the Stockholm School of Economics, http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspxTRANSCRIPT
Seminar 3
Managing Marketing Processes----Marketing Research Processes: Analyzing the Market and the Competition
Robin TeiglandMaster of General ManagementStockholm School of Economics
September 6, 2013
Seminar 3 Overview
Researching and Analyzing the Market
Guest Speaker, Peter Gavelin, SSE
3
5
Industry definition
Technology (GSM)
Buyer (Needs driven)
Geography (US, Sweden)
““A group of firms producing products A group of firms producing products that are close substitutes for each that are close substitutes for each
other”other”Porter
8
Porter’s five forces of competitionENTRANTS
SUPPLIERS BUYERS
SUBSTITUTES
INDUSTRYCOMPETITORS
Rivalry amongexisting firms
Threat of new entrants
Threat of substitutes
Bargaining
power of suppliers
Bargaining
power of buyers
http://www.youtube.com/watch?v=mYF2_FBCvXw&feature=channel
Porter, 2008
Threat of
Potential
Entrants
Bargaining Power of Buyers
Bargaining Power of Suppliers
Threat of Substitute
s
Rivalry Between Competitors
• Identify Competitors and intensity of Rivalry amongst competitors.
• Briefly explain.
•Identify Buyers and Bargaining Power of each. •Briefly explain.
What business segment or industry is being considered:
___________________________________________
•Identify Suppliers and Bargaining Power of each. •Briefly explain.
•Identify Substitutes and the threat level of each. •Briefly explain
•Identify Potential Entrants and the threat level of each. •Briefly explain.
Is this an attractive industry? Briefly explain, why or why
not?
Process steps:1. Identify industry or segment boundaries.2. Identify players in each Force using case facts.3. Assess level of threat, power, intensity of each
Force using case facts and course concepts.4. Make final assessment of whether it is an
attractive industry in which to compete using results of 5 Forces analysis to support your view.
Industry Level Analysis: Porter’s Five Forces
9
Group Assignment – Part A How powerful are suppliers in this industry? What
are the implications for the company’s business relationships?
How powerful are buyers in this industry? What are the implications for the company’s pricing strategy?
Can customers substitute other goods or services for the company’s offering? What are the implications in terms of customer loyalty for this company?
Can the company or competitors easily exit the industry? Can more rivals easily enter the industry? What are the implications for the company if environmental conditions threaten profitability?
10
Marketing Plan Teams
11
MGM MARKETING
FALL 2013
GROUPS PREFERENCES
DRAGON1. B2C (Fortune 500) Product
THE MOJITOS1. B2C (Fortune 500) Service
PEAK PERFORMANCE1. B2B SME Service
ORANGE1. B2C SME (<250) Product (ASSESSIO)
OPERATION BRAHMA1. B2B SME (<250) Product (VETROLIFE)
THE TRANSFORMERS1. B2C SME Services (LINAS MATKASSE)
What is Marketing Research?
Marketing research is the systematic design, collection, analysis, and
reporting of data and findings relevant to a specific marketing situation facing
the company.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
4-22
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
4-23
Research Approaches Observational and ethnographic Focus group Survey Behavioral Experimental
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
4-24
Research Instruments Questionnaires Qualitative Measures Technological Devices
Information on Space
Rising interest in ethnography“Ethnography or observational research has
drawn significant attention recently, not only in the market research and marketing fields but in the mass media as well …all
starts by doing something simple – keenly watching consumers, fact to face, knee to knee and listening, with ears, eyes, heart,
brain and your intuitive sixth sense.”
Procter & Gamble
ex-CEO A.G. LafleyTesco: http://www.youtube.com/watch?
v=fGaVFRzTTP4
Sampling Plan Sampling unit: Who is to be surveyed? Sample size: How many people should be
surveyed? Sampling procedure: How should the
respondents be chosen?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
4-26
Forecasting and Demand Measurement How can we measure market demand?
Potential market Available market Target market Penetrated market
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
3-27
A Vocabulary for Demand Measurement
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
3-28
Market DemandMarket ForecastMarket Potential
Company DemandCompany Sales ForecastCompany Sales Potential
Market Demand Functions
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
3-29
Estimating Current Demand: Total Market Potential
Calculations Multiple potential number of buyers by
average quantity each purchases times price Chain-ratio method
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
3-30
Estimating Future Demand Survey of Buyer Intentions Composite of Sales Force Opinions Expert Opinion Past-sales Analysis Market-test Method
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
3-31
Group Assignment – Part B How can this market be described broadly in terms of product,
geography, and demographics? If you are researching a consumer market,
approximately how many people, families, or households are in the market? what, specifically, are the main influences on buying behavior in this consumer market?
If you are researching a business market, approximately how many and what type of organizations are in the market for
the product? what characteristics such as turnover, number of employees, and other descriptions
relevant to the product apply to customers in this business market? What changes are currently affecting (or will soon affect) this consumer
or business market? What relationships and organizational considerations have the most
influence on buying in this business market? Prepare a 2-3 page ppt presentation summarizing your
comments. Be prepared to share your presentation with the rest of the class.
40
Marketing Plan Teams
41
MGM MARKETING
FALL 2013
GROUPS PREFERENCES
DRAGON1. B2C (Fortune 500) Product
THE MOJITOS1. B2C (Fortune 500) Service
PEAK PERFORMANCE1. B2B SME Service
ORANGE1. B2C SME (<250) Product (ASSESSIO)
OPERATION BRAHMA1. B2B SME (<250) Product (VETROLIFE)
THE TRANSFORMERS1. B2C SME Services (LINAS MATKASSE)