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Marketing Analysis
Marketing Analysis
This relationship between price changes and the size of the resulting change in demand
is known as price elasticity of demand (PED).
PED= % change in quantity demanded / % change in price
% change in quantity demand
QN= 270
QI=300
270-300/300*100=-10
% Change in Price
PN= 5
PI=4
5-4/4*100=25
• Nature of industry
• R&D plans of competitors
• Business expectations
• Risk profile/culture of the business
• Government policies towards R&D
R&D – EVALUATION
• New ideas fail due to design defects/manufacturing errors
• Products may fail due to:
• Inadequate market research
• Poor marketing mix
• Changes in technology
• Competitor’s product is more suited
• Firms still continue as they take the long term view
• Long run benefits > short run costs
SALES FORECASTING –
POTENTIAL BENEFITS
• Reduced risks
• The production department is aware of the number of units required
• The marketing department is aware of the number of units to be distributed
• Accurate workforce planning
• Accurate cash flow forecasts and planning
• Forecasts may not be completely accurate due to the dynamic business
environment.
• Based on market research – primary and secondary
• Existing products – ask expert opinion/use past sales to forecast future
SALES-FORCE COMPOSITE
• Add individual predictions of future sales of all sales representatives in the business
• Sales force representativeness are required to keep close contact with consumers –
retails, wholesalers
• Allows them to understand market trends and estimate future demand
• Quick
• Cheap
• Ignores macro-economic changes/developments
• Sales maybe overestimated
DELPHI METHOD
• Long range of qualitative forecasting which obtains forecasts from a
panel of experts
• They are anonymous
• Facilitator collects and coordinates with experts
• Several questionnaires round maybe done
• Delphi method increases chances of accuracy
CONSUMER SURVEYS
• Questions maybe quantitative or qualitative
• Better accuracy – sample must be large, represent the target market
• Time-taking
• Can use an agency, expensive but accurate
JURY OF EXPERTS