This presentation introduces the strategic topic of Market Analysis. It describes a 4-phase framework to conventional market analysis, the same approach used by many global consulting firms:
1. Define the Market
2. Identify Size and Growth
3. Analyze Trends
4. Determine Attractiveness
This document also introduces to 2 commonly used market analysis frameworks and includes templates for each:
• Porter's Five Forces
• Porter's Value Chain Analysis.
The PPT delves into critical questions that drive market analysis, such as evaluating company performance relative to competitors and assessing growth rates. It emphasizes the importance of understanding whether a company defines its market broadly or narrowly, which can significantly impact strategic decisions. This focus on practical, real-world questions ensures that the analysis is grounded in the realities of competitive business environments.
Interactive group activities are included to reinforce learning, such as defining the market for well-known companies like British Airways and McDonald's. These exercises are designed to help teams think critically about market boundaries and the implications of different market definitions. This hands-on approach facilitates a deeper understanding of market dynamics and strategic positioning.
The presentation also covers the quantification of market size and growth, addressing key questions about revenue, volume, and customer numbers. It provides a structured approach to measuring growth, incorporating both historical data and assumptions for future changes. This comprehensive coverage ensures that executives have the tools needed to make informed, data-driven decisions about market opportunities and threats.
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Source: Best Practices in Market Research, Market Analysis, Market Intelligence PowerPoint Slides: Introduction to Market Analysis PowerPoint (PPT) Presentation Slide Deck, LearnPPT Consulting
This PPT slide focuses on the critical distinction between "Industry" and "Market," emphasizing the importance of defining these terms accurately in the context of market analysis. The definition section clarifies that an industry is a broad category encompassing various sectors of trade or manufacture. It highlights that industries consist of multiple markets, which can include diverse products, geographies, and customer segments.
In contrast, the market is described as a more specific concept, representing a place or class where buying and selling occur. It can encompass an entire industry, but is often defined by narrower parameters such as product type, geographical location, or customer demographics. This distinction is crucial for understanding the scope of analysis and for making informed strategic decisions.
The comparison section underscores that while industries are composed of various markets, markets can also be subsets of industries. This nuanced understanding is vital for executives looking to navigate complex business environments. The examples provided illustrate this differentiation, with industries like Telecoms and Banking contrasted against specific markets such as Mobile Networks and Private Banking.
The concluding note stresses the necessity of validating definitions with management teams and subject matter experts. This validation process ensures clarity and alignment within the organization, which is essential for effective market analysis. Overall, the slide serves as a foundational element for executives aiming to grasp the intricacies of market dynamics and to apply this understanding in strategic planning.
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