MARKET IDENTIFICATION

AND
ANALYSIS

Group 3
 MARKET
IDENTIFICATIO
N
 MARKET
IDENTIFICATION
A STRATEGIC MARKETING APPROACH THAT IS INTENDED TO
DEFINE THE SPECIFIC CUSTOMER OF A PRODUCT

THREE STRATEGIC MARKETING APPROACHES

MARKET SEGMENTAION
MARKET TARGETING
MARKET POSITIONING

Entrepreneurship in the Philippine

Setting by Nick L. Aduana
MARKETING
STRATEGIES
 MARKETING Entrepreneurship in the Philippine
Setting by Nick L. Aduana

STRATEGIES
METHODS IN SEGMENTING THE MARKET
MARKET
SEGMENTATION 1. GEOGRAPGHIC
AN ENTREPRENEURIAL MARKETING STRATEGY USED
TO DIVIDE THE MARKET INTO SMALL SEGMENTS
DEPENDING ON THEIR DISTINCT NEEDS, 2. DEMOGRAPHIC
CHARACTERISTICS AND BEHAVIOURS.

3. PSYCHOLOGICAL

4. BEHAVIOURAL
 MARKETING Entrepreneurship in the Philippine
Setting by Nick L. Aduana

STRATEGIES
MARKET TARGETING
A STAGE IN MARKET IDENTIFICATION PROCESSTHAT AIMS TO DETERMINE THE SETS OF BUYERS
WITH COMMON NEEDS AND CHARATERISTICS.THEY ARE THE MARKET SEGMENT THAT THE
ENTREPRENEURIAL VENTURE INTENDS TO SERVE.

MARKET SEGMENT EVALUATION MARKET SEGMENT SELECTION

AFTER SEGMENTING THE MARKET, THE NUMBER OF SEGMENTS TO SERVE DETERMINES THE

THE ENTREPRENEUR DOES NOT SIMPLY SELECT ANY ENTREPRENEURIAL MARKETING STRATEGY TO USE.
MARKET SEGMENT TO SERVE. GENERALLY, ONE CAN SELECT A SEGMENT OR ALL OF
INSTEAD, HE/SHE MUST CONDUCT PROPER THEM FROM THE TOTAL MARKET, WITH DIFFERENT
EVALUATIONOF EACH SEGMENT. MARKETING STRATEGIES.
 MARKETING Entrepreneurship in the Philippine
Setting by Nick L. Aduana

STRATEGIES
MARKET POSITIONING
ARRANGING A PRODUCT TO OCCUPY A CLEAR,
DISTINCT AND DESIRABLE PLACE IN RELATION TO
THE OTHER COMPETING PRODUCTS IN THE
MINDSET OF TARGET CUSTOMERS.

BUSINESS POSITIONING
REFERS TO THE PROCESS OF DETERMINING
THE PLACE OF THE BUSINESS IN THE
INDUSTRY
MARKET
ANALYSIS
 Max Freedman 2023

MARKET
ANALYSIS
A MARKET ANALYSIS IS A THOROUGH
ASSESMENT OF A MARKET WITHIN
A SPECIFIC INDUSTRY
 MARKET ANALYSIS Max Freedman 2023

A thorough marketing analysis should

answer the following questions:

Who are my potential customers?

What are my customers’ buying habits?
How large is my target market?

How much are customers willing topay for my

product?
Who are my main competitors?
What are my competitor's weakness?
BENEFITS AND
DOWNSIDES
 BENEFITS AND DOWNSIDES

BENEFITS OF MARKET ANALYSIS OTHER MAJOR BENEFITS OF MARKET

ANALYSIS:
A DETAILED MARKET ANALYSIS GIVES THE
ENTREPRENEUR A GREATER UNDERSTANDING RISK REDUCTION
OF HIS AUDIENCE AND COMPETITIORS AND TARGETED PRODUCTS AND SERVICES
WILL HELPBUILD MORE MARKETING EMERGING TRENDS
STRATEGIES. REVENUE PROJECTIONS
EVALUATION BENCHMARKS
CONTEST FOR PAST MISTAKES
MARKETING OPTIMIZATION
 BENEFITS AND DOWNSIDES

DARWBACKS OF MARKET ANALYSIS DRAWBACKS OF MARKET ANALYSIS

RUNNING A MARKET ANALYSIS PERTAIN LESS MARKET ANALYSIS CAN BE EPENSIVE

TO THE METHOD ITSELF THAN THE TIME CONSUMING
RESOURCE IT REQUIRES REQUIRES EXTRA STAFF
CAN BE NARROW
HOW TO CONDUCT
A MARKET ANALYSIS
• DETERMINE YOUR PURPOSE
• RESEARCH THE STATE OF THE
INDUSTRY
• IDENTIFY YOUR TARGET
CUSTOMER
• UNDERSTAND YOUR
COMPETITION
• GATHER ADDITIONAL DATA
• ANALYZE YOUR DATA
• PUT YOUR ANALYSIS TO WORK
THANK YOU!