Note: Incomplete

Marketing Analytics

Market Opportunity Assessment

• Defining the reference market
  • 3 factors
    • Need
    • Groups of consumer
    • Technology
• Steps to Market Opportunity Assessment
  1. Quantify Market Potential
     1. Potential: Upper Limit
        • Tools / Quantifications
          • Market Buildup Method
            • Get potential usage number
            • base * char * quant * price
          • Market Rating Index
            • Region developed vs undeveloped - develop market or differnetiate product
            • % Retail sales in region / % Population
          • Market Development Index
            • Market developed - awareness of market?
            • Market demand / Market Potential
     2. Forecast: Expectations under conditions & time
        1. Judgement - experts or management input
        2. Analogy - historical data of similar markets
           1. Growth Rate → Penetration Rate → Apply to Target Base
        3. Models
           1. BASES Model
        4. Regression Model
  2. Estimate Penetration Growth Patterns
  3. Identify the impact of marketing-mix elements on market share
     • Market Share Index
• When assessing opportunity, also check the fit
  • Resonance with target market and fit with market strategy
  • Concept Testing - Qualitative and Quantitative
• Market Potential - Growth
• Available Market - Penetration
• Competitive Intensity - Market Shares