test 4- final

test 4- final - Medeiros 1 Final Exam Sofia Medeiros Dr....

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Medeiros 1 Final Exam Sofia Medeiros Dr. Mbah BUS 370 April 22 nd , 2009
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Medeiros 2 Final Exam: Write a three pages conceptual paper on the following topic: “International Business Success: The challenges and benefits of market analysis.” Market Analysis The goal of a market analysis is to determine the attractiveness of a market and to understand its evolving opportunities and threats as they relate to the strengths and weaknesses of the firm. And for that, the analyst has to accomplish some challenges in order to understand and put together all those information and conclude the analysis. David A. Aaker, a brand consultant who is the E. T. Grether Professor of Marketing and Public Policy at the University of California, Berkeley ( www.haas.berkeley.edu ), outlined the following dimensions of a market analysis: -Market size (current and future) -Market growth rate; -Market profitability; -Industry cost structure; -Distribution channels; -Market trends; -Key success factors; which can be analyzed deeper in the following: Market size: The size of the market can be evaluated based on present sales and on potential sales if the use of the product were expanded. The following are some information sources for determining market size: -Government data -Trade associations -Financial data from major players -Customer surveys Market Growth Rate A simple means of forecasting the market growth rate is to extrapolate historical data into future. While this method may provide a first-order estimate, it does not predict important turning points. A better method is to study growth drivers such as demographic information and sales growth in complementary products. Such drivers serve as leading indicators that are more accurate than simply extrapolating historical data. Important inflection points in the market growth rate sometimes can be predicted by constructing a product diffusion curve. The shape of the curve can be estimated by studying the characteristics of the adoption rate of a similar product in the past.
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Medeiros 3 Ultimately, the maturity and decline stages of the product life cycle will be reached. Some leading indicators of the decline phase include price pressure caused by
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test 4- final - Medeiros 1 Final Exam Sofia Medeiros Dr....

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