Lecture 3 Attractive Markets

Lecture 3 Attractive Markets - Haas School of Business...

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David Robinson faculty.haas.berkeley.edu/robinson/ugba106 Haas School of Business ugba  106 Marketing © D. Robinson, 2009 Lecture 3: Finding Marketing Opportunities, Segmenting & Targeting
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Lecture 3: Assessing Marketing Opportunities Marketing opportunities Estimating market size Segmenting Targeting “attractive segments” Ones to choose Ones to avoid How we “target”
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Part 1: Identifying Marketing Opportunities
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Marketing Opportunities 1. Identifying unmet needs (less useful these days) 2. Trend analysis Why ?
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Trend Analysis A&K Fig 3.2
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Trends (Summary) 1. Political and legal 2. Economic 3. Social or Cultural 4. Technological 5. Demographics 6. Natural environment 7. Competitive environment Mnemonic? “PEST-DNC”
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Trends Mnemonics You might see this referred to as Trend analysis, or An “environmental scan” PEST analysis or STEP analysis for: Political-Legal, Economic, Social-Cultural, & Technological Environment
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1. Political trends This is a good time for infrastructure investments
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1. Political trends . . . perhaps not so good for NASA funding
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1b: Legal environment Would you easily find a market for A system to verify SSN accuracy? Training in “enhanced interogation”?
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2. Economic Trends
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3.Social Trends Example: Later start to driving WSJ 4/27/2006 D1
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Cultural Trends: The baby boomers—will they ever go away?
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Cultural Trends: Gender Roles
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What movie stars used to look like
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Cultural Trend: Fashion Is “prep” dead? Does anyone actually dress like this ?
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Review, Cultural Trends More home schooling Why?
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Cultural Trend: Is it “cool” to be seen drinking Fiji water ?
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4. Technological development leads to opportunities
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5. Demographic trends 1. Low birth rate in Europe 2. “Squaring of the population” in Japan 3. Geographic shifts in population to the “sunshine states” in the US 4. Increase in multiple births 5. Household size has gone up
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Increase in multiple births . . .
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Demographic Trends Body weight is up
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[Household size has gone up (demographics)] Why? Opportunity!
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This note was uploaded on 12/15/2009 for the course UGBA 106 taught by Professor Robinson during the Fall '07 term at University of California, Berkeley.

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Lecture 3 Attractive Markets - Haas School of Business...

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