Market Study and Market Share of Johnson Company by gtw75969

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									Marketing – Segmentation
Marketing plan review
    Executive summary
    Situation analysis
        External  analysis
        Internal analysis
        Primary market
        SWOT analysis

      Objectives and goals
Primary market analysis
    Market
    Potential market
    Available market
    Qualified available market
    Served market
    Penetrated market
Total population

   Females 18-44

      Females 18-44
      Who want a baby

     Insured within
     10 miles

   Actual patients
Total market demand
 Total volume purchased
 Defined consumer group
 Defined geographic area
 Defined time period
 Defined marketing environment
 Defined marketing program
Estimating market demand
  Area analysis

             Suburb 1

  Suburb 2

              Canton
Suburb 3
                              Beechwood



                        Babylon
                                  Barrington


                        Coe
  Area analysis

             Suburb 1

  Suburb 2

              Canton
Suburb 3
                              Beechwood



                        Babylon
                                  Barrington


                        Coe
  Area analysis

             Suburb 1

  Suburb 2

              Canton
Suburb 3
                              Beechwood



                        Babylon
                                  Barrington


                        Coe
Estimate total market sales
Estimate organization market
           share
  Share of the total market
  Share of the served market
  Share relative to leading competitor(s)
Forecasting future demand
    Buyer intention surveys
    Middleman estimates
    Market tests
    Time series analysis
       An example…
 9,000 visits this year … wants next
  July’s numbers
 Long-term trend shows 5% growth
 Business recession is expected next
  year = 90% of expected
 July is a below-average month
  (80%)
Statistical Demand Analysis
  Q = f(X1, X2, .,Xn)
  Q = 350 + 40 S1 – 75 S2
  S1 = education level
  S2 = age of center
  Q = 350 + 40 (13) – 75 (4) = 570
       Segmentation

 Ways of segmenting the market …
 Criteria of a good segment
     Identifiable
     Accessible
     Inclined to buy
     Able to buy
         Segmentation
   Criteria of a good segment
     Profitable
     Desirability
     Consistency
     Availability
Approaches to segmentation
  Concentration or convergent
  Multi-segment or divergent
  User-oriented
  Product-usage
        Group activity
   Segment the classroom
Heuristics of segmentation


  Consumer
                                        Product lifestyle
  descriptive          Psychographics
                                        Product benefit
  characteristics

                                  Purchase &
                    Actual        intention
                    Purchase      Brand
                    decisions     preferences



            Accuracy of prediction
Case study: Georgia Medical Plan
Situation Analysis Review…
     Internal analysis
       Corporate goals and objectives
       General company/service history
       Organization chart
       Marketing experiences
       Marketing resources
       Management support
Situation Analysis Review…
    External analysis
      Service/product   usages
      Heavy users
      Primary/secondary market
      Market share
Situation Analysis Review…
    External analysis
      Awareness
      Market    demand
      Pricing
      Distribution/access
Situation Analysis Review…
    Comparative competitive analysis
      SWOT  analysis
      Opportunities

								
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