產(chǎn)業(yè)動(dòng)態(tài)與全球市場(chǎng)分析英文版-文庫吧資料
2025-01-17 16:50本頁面
【正文】 rticular product or service. Summary of Estimating Equations ? Industry Market Potential IMPt = Nt x Rt ? Industry Sales Forecast ISFt = IMPt x Iet ? Firm39。s actual sales forecast for time (t) ? ISFt being the industry sales forecast in time (t) ? MSt being your firm39。s maximum market share in time (t) based on management39。s sales potential ? SPt = ISFt x MMSt (3) ? where ? SPt is the firm39。 “munity of practices” ? anisational mindset ( “core capabilities” or “core rigidities” ? Explicit Tacit Knowledge ? codification of knowledge experienced based knowledge” Organisational Dissemination of Market Knowledge ? Problems of knowledge conversion ? Is facetoface interaction necessary? ? Problems of puter mediated dissemination ? Functional/Departmental knowledge preferences ? Individual knowledge preferences ? Culturebased preference in multicultured anisations ? Historybased preference ? Rulebased constraints Analysis Of New Market Opportunities ? TOYNE AND WALTER’S CLASSIFICATION ? incipient demand markets expected to exist in the future ? latent demand represents an untapped demand ? current demand. Analysis Of New Market Opportunities ? Classification of markets – Potential market – customers who have shown interest but lack purchasing power – Available market customers who have shown interest and have the purchasing power – Target market – the market segment that the vendor is prepared to serve ? perated (served) market ? unperated, (unserved) market Ansoff’s ProductMarket Framework ? Analysis of current market situations ? Changes in market segment configuration ? Changes in petitor situations ? Marketing mix gap analysis ? Customer value analysis ? Analysis of new market situations ? Industry changes ? Country economic, political, social changes ? Segmentation analysis ? Analysis of new product situations ? Benchmarking ? Potential customer needs/value analysis ? Analysis of opportunities for diversification Market Selection and Pruning Decisions ? Conventional Approaches ? Expansive Approach – Experimental and experiential knowledge acquisition ? Contractible Approach – Conventional analysis, screening model ? Globalised Marketing ? The Born globals – Shrinking market lag, global market segments – ConvergenceDivergence debate ? Conversion to Ebusiness – Problems of double track strategies ? selling global without global capacity ? peting with distributors Criteria for Market Selection ? Corporate objectives and goals for the market ? Profit? Market share? Long term presence? Product knowledge acquisition? Deterence of petitors/first mover advantage? ? Marketing requirements ? Existing marketing facilities in the country ? Corporate resources ? Potential petitor response ? What likely moves or strategy shifts will key petitors make? ? Where is the petitor vulnerable? Consideration Regarding Pruning ? Market growth rate and share of market ? Is market peration possible for us? ? Are marketing costs increasing more than revenue? ? Are there opportunities for our other products on the market? ? Share of key customers’ purchasing budget ? Are our customers’ businesses growing or declining? ? Are our customers loyal to us? Are we loyal to them? ? Can we supply our key customers with other products? ? Can we build relationship with them? ? Rate of technological change within the market Customer Value Analysis (CVA) ? What is ou
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