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Market Research and Competitive Analysis
Market Research and Competitive Analysis
Market Intelligence
Technologies
Products
Markets and Customers
Competitors
Channels
Buying Center and Buying Patterns
› Research Objectives
Determining the number of firms in those industries.
Estimating the present consumption of products similar
to X.
Estimating the competitive product market shares in
each of those industries.
Who in the market has the
information?
› Target respondents
Predictive Data
› Data that enable forecasting future events
Example (Regression Analysis, Time Series etc)
Apply information to decisions
X
sufficient market
interest?
X
No-go Market Test
X
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 20
“The collection and informed
interpretation of might appear at
first as a number of random,
unrelated events.”
Determinants
› Bought in large values of quantity
› Product or service is standard or
undifferentiated
› Buyer is large and supplier is
small
•Enterprise and its Business Environment © Goodfellow Publishers
2016
The suppliers have power to sell their
products at higher prices.
› Example: Fast Food Restaurants
Sources of supplier power over
competitors and buyers
› Economies of scale.
› Reputation effects.
› Buyer switching cost.
› Buyer search cost.
› Lack of substitutes
•Enterprise and its Business Environment © Goodfellow Publishers
2016
Competitive
Product Market
Current
Partners Substitutes
Direct Competitors –
Individually or as Downstream
Value Networks Customers
Upstream
Suppliers New
Entrants
The Internet
Trade shows
IBEX Flare