3 - Chapter Four Market/Submarket Analysis 11/30/09 Chapter...

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11/30/09 Chapter 4 - Market Market/Submarket Analysis Chapter Four
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11/30/09 Chapter 4 - Market “Having great products is not enough. You need to make what customers want to buy.” - David Aaker
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11/30/09 Chapter 4 - Market Brand Preference Brand Relevance § SUV Determine Brands to Consider § Mercedes Select Brand to Buy § Lexus § BMW § Mercedes Select Product Category or Subcategory Customer Decision Process
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11/30/09 Chapter 4 - Market Questions to Help Structure a Market Analysis Submarkets Are augmented products, emerging niches, trend toward systems, new applications, repositioned product classes, customer trends, or new technologies creating worthwhile submarkets? How should they be defined? Size and Growth Potentially important submarkets? Size and growth characteristics? Submarkets declining? How fast? Driving forces behind the trends ? Figure
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11/30/09 Chapter 4 - Market Questions to Help Structure a Market Analysis Profitability How intense is the competition among existing
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3 - Chapter Four Market/Submarket Analysis 11/30/09 Chapter...

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