Market Analysis ICS

Market Analysis ICS - Market Analysis Market Analysis...

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Market Analysis
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Market Analysis Market Analysis  breaks the industry  into segments and  specifies a segment or  target market  that the  firm will tackle.
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Market Analysis Is not a marketing plan! Marketing Plan tells you how Market Analysis tells you who
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Market Segmentation Who are your customers, and how will you  appeal to them? You must first segment the industry that  the firm will participate in and then  identify the specific target market you  will tackle.
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Characteristics Demographic Geographic Lifestyle/business-style Psychographic/company culture Purchasing patterns Buying sensitivities
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Demographic Basic, objective aspects of customer base Specific, factual traits Examples: consumers: age, gender, income level,  ethnic group businesses: industry, revenues, number of  employees
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Geographic Area served Density/type (suburban, urban, rural, etc.) Nature of location (regional mall, industrial  park, near transportation, etc.)
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Market Analysis ICS - Market Analysis Market Analysis...

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