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Market Analysis in Marketing Management

This lecture focuses on market analysis within the context of marketing management, covering key concepts such as willingness and ability, types of demand, and marketing research methods. It emphasizes the importance of defining the market through internal and external analysis, including SWOT analysis and competitor analysis. The lecture also prepares students for further study on consumer behavior and the buying decision process.

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Tùng Nguyên
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10 views9 pages

Market Analysis in Marketing Management

This lecture focuses on market analysis within the context of marketing management, covering key concepts such as willingness and ability, types of demand, and marketing research methods. It emphasizes the importance of defining the market through internal and external analysis, including SWOT analysis and competitor analysis. The lecture also prepares students for further study on consumer behavior and the buying decision process.

Uploaded by

Tùng Nguyên
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Lecture Two: Market Analysis

BMMK 5103: Marketing Management 2019

Key Concepts
 Willingness and Ability
 Types of Demand
 Marketing Information System
 Marketing Research
 Market Analysis

Lecture Two: Market Analysis BMMK 5103

1
Defining the Market

Lecture Two: Market Analysis BMMK 5103

Willingness & Ability


Willingness depends on:
1. Related products/services
2. Usage problems
3. Value/experience capability
4. Perceived risk

Ability depends on:


1. Cost factors
2. Package/size factors
3. Spatial availability

Lecture Two: Market Analysis BMMK 5103

2
Types of Demand

Lecture Two: Market Analysis BMMK 5103

Marketing Information System

Lecture Two: Market Analysis BMMK 5103

3
Marketing Research

Lecture Two: Market Analysis BMMK 5103

Marketing Research Methods

Lecture Two: Market Analysis BMMK 5103

4
Marketing Analysis
Market definition – Define your boundaries

Internal External
analysis analysis

Company
SWOT Customers

analysis Competitors

Collaborators Macro-environment

Target market (L4)

SWOT Analysis

Lecture Two: Market Analysis BMMK 5013

5
Competitive advantages

Lecture Two: Market Analysis BMMK 5013

Competitive advantages

Lecture Two: Market Analysis BMMK 5013

6
Environmental Scanning

Lecture Two: Market Analysis BMMK 5013

Competitor analysis

Lecture Two: Market Analysis BMMK 5013

7
Lecture Two: Market Analysis BMMK 5013

SWOT Analysis

BMMK 5013

8
Marketing Plan (5Cs)

Lecture Three Preparation:


1. Read the case Air Asia
2. Read the following pages of the text:
(i) pp 48-50 SWOT analysis
(ii) pp 151-159 What influences consumer behaviour?
(iii)pp 166-174 The buying decision process

Lecture Two: Market Analysis BMMK 5013

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