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Marketing analysis of the market: types, stages, methods. Marketing research How to do a product market analysis

Market Research- one of the varieties of marketing research, studies all aspects of the company's business environment.

Purpose of market research– ensuring maximum accuracy of subsequent management marketing decisions, reducing the level of uncertainty associated with the adoption of such marketing decisions.

The result of market research in marketing is an understanding of the activities of competitors, market structure, government decisions in the field of regulation and promotion of the market, economic trends in the market, the study of technological advances and many other factors that make up the business environment, which allows you to be closer to the consumer, understand and feel his needs and mood.

Tasks of marketing research:

confirmation or refutation of hypotheses;
verification of the conformity of the facts to the planned;
verification of the current state of the object under study.

For example, the following tasks are solved by marketing research methods:

Market capacity is determined. Understanding the market capacity helps to correctly assess the chances in this market, plan actions and avoid unnecessary risks and losses.
The market share is determined. The share is already a reality, and it is quite possible to build on it, forming future plans, and then increase it in the future. Market share is an indicator of success and a measure of a company's opportunity.
Analyze consumer behavior.
Conducted competitor analysis. Knowledge of competitors' products and marketing policies is necessary to better target the market and adjust your individual pricing and promotion policies to help you win the competition.
Marketing channels are being explored. That will allow you to determine the most effective of them and form a ready-made chain of optimal movement of the product to the end consumer.

Knowing the capacity of the market and the trends of its change, the company gets the opportunity to assess the prospects of a particular market for itself. It makes no sense to work in a market whose capacity is insignificant compared to the capabilities of the enterprise: the costs of entering the market and working on it may not pay off.

Marketing research market is carried out in two sections:

assessment of the actual data of the past time in order to adjust certain market parameters;
obtaining values and opinions to build a forecast of events in the future.

Depending on the object of observation distinguish between studies:

Research of the market subject, in conjunction with the marketing object;
Study marketing object in a market environment;
Research of a marketing object outside the market (desk research, experiments, simulations);
Study of the internal, market-related, environment of the company;

By venue, research in marketing can be classified according to the place of their conduct:

desk research;
Field studies

By market coverage distinguish:

Continuous marketing research;
Selective marketing research;

By type of target audience:

marketing research of a random sample - attracting randomly selected respondents from among the studied audience;
access panel - a stable base of respondents from among target audience participating in marketing surveys on a regular basis.

From the point of view of the organization of the process there are at least three alternative approaches to data collection:

by marketing staff
by a specially created group or with the involvement of companies,
specialized in data collection.

Market Research Methods. There are many market research methods. All these methods are applied about a certain situation, to solve certain marketing tasks. Data collection methods in marketing research can be classified into two groups: quantitative and qualitative.

Quantitative market research usually identified with the conduct of various surveys based on the use of structured closed questions, which are answered by a large number of respondents. Characteristic features such studies are: a well-defined format of the collected data and sources of their receipt, the processing of the collected data is carried out using ordered procedures, mostly quantitative in nature.

Qualitative market research include collecting, analyzing and interpreting data by observing what people do and say. Observation and conclusions are of a qualitative nature and are carried out in a non-standardized form.

Stages of marketing research

The first stage: setting the task and defining the objectives of the study.
Second stage: development of a research plan:

Definition of data sources.
Determination of information collection methods
Determination of methods of systematization, information and storage of information
Definition of research tools (questionnaires, psychological techniques, fixation devices)
Sample design and definition (sample composition, size)

Third Stage: Information Gathering

Fourth stage: Systematization, preparation for storage, transfer and analysis

Fifth stage: Transfer of collected information

The next step is to analyze the information and prepare for the adoption management decisions. The process of collecting information is usually the most expensive stage of the research. In addition, a fairly large number of errors may occur during its implementation.

Do not confuse marketing research and marketing analysis. Marketing Research e includes the collection, processing, storage and systematization of information. Marketing Analysis involves conclusions - assessment, explanation and forecast of the development of processes and phenomena.

Market research data analysis begins with the transformation of the original data (obtained as a result of marketing research). Then the analysis is carried out (averages, frequencies, regression and correlation coefficients are calculated, trends are analyzed, etc.).

⏱ reading time: 17 minutes

The goal of market analysis is to understand how to mitigate the negative elements of an industry while exploiting the positive ones to make a profit. The best marketing strategies take advantage of several possibilities:

search for a market niche with a low level of competition and change the positioning of the company
change of habitual place in the industry value chain
industry transformation to gain competitive advantage
prediction of changes in market development and actions in accordance with these predictions

Step No. 1. Accurately determine the time horizon of the analysis

Marketing analysis of the market includes the time of the full operating cycle of the industry. Usually this is a period of 3-5 years, but in some industries (shipbuilding, aviation industry etc.) can reach several tens of years. For the company, the average indicators over the selected time horizon are important, and not the data of individual periods.

Depending on the chosen time horizon, the results of the market analysis and the company's marketing strategy may differ dramatically.

Step #2: Pinpoint Market Boundaries

In order to analyze something, one must first define it. Each company operates within its own market. Rosstat, industry leaders, foreign players determine the market based on their own goals and objectives, so it is not recommended to take their vision of the industry boundaries.

The following are excluded from the boundaries of the analyzed market:

products whose market structure differs in at least one indicator (type of buyers, suppliers, competitors, barriers to entry, etc.)
geographic regions, the market structure of which differs in at least one indicator
other businesses that are part of the holding (belonging to one legal entity does not determine the market)

Important. If we exclude something from the marketing analysis of the market, this does not mean that we forget it. Elements that do not fit into the market structure are studied separately. Often the marketing analysis of an industry includes the study of a number of industries.

The boundaries of the analyzed market include:

potential competitors that may arise from companies in the industry through: geographical expansion, diversification of the product line, backward integration of buyer companies, further integration of manufacturers, etc.
startups operating on the technological frontier of the industry
technologies and products that meet similar customer needs. This point seems intuitively clear, but it is often forgotten. Sometimes deliberately - a broad look at substitute products increases the work of a marketer.

If you only focus on your product, it's easy to lose sight of real opportunities and threats. Market research on the cola market is not limited to similar drinks.

Step 3. Determine the profitability of the market in the structure of the economy

If the company is part of a diversified holding, it is a greenfield project or business diversification, then it is necessary to know the profitability of the industry in the structure of the economy. The goal is to avoid the trap of ordinary thinking and inflated expectations from investors, partners and owners. For example, juice production is usually more profitable than software development. But intuitively it seems to be the other way around.

Profitability varies between industries. The answer to the question “do we like this industry” is the difference between ROE and Cost of Equity.

ROIC after tax of industries, average for 42 years, McKinsey & Company

Step 4. Draw the value chain within the industry

A frequent takeaway from a marketing strategy is migration to other industry segments. To do this, we find out how profits are distributed between groups within the same industry.

Weighted ROIC of the aviation industry value chain, 10-year period, McKinsey & Company

Step 5. Mapping the Industry Multidimensionally

The easiest way to get a first look at the market is to draw a multidimensional industry map. Market players are divided into separate segments. An example is a marketing analysis of the jewelry retail industry in the Russian Federation (a map based on a marketing analysis of Internet sites).

The segments on the map are presented from the point of view of the consumer (therefore, their preliminary segmentation is important, how to do it: ""). If we analyze the competitive position, then other variables are included, for example, “number of outlets” and “geography of presence”.

The first thing that catches your eye (and this will apply to most industries) is that the differences between competitors are minimal. The presence or absence of silverware in the MJZ, with an assortment of more than 10,000 SKUs, will not lead to defeat in the competition, nor will it make Almaz Holding a leader. Subtle differences in the type of piercing products, ultrasonic cleaning services and jeweler also do not have a decisive influence. Competitive advantage is achieved due to secondary factors - location and quality of work of consultants.

An analysis of the multidimensional industry map suggests directions for searching for new market segments. For example, Pandora used the rising trend of individuality and customization when creating typesetting jewelry. The company opened a new category and distinguished itself from the industry of other manufacturers / retailers jewelry. In essence, Pandora has created its own blue ocean. Read more about the marketing strategy for finding new market niches "".

Another way to use a multidimensional market analysis map is to identify common trends across companies in an industry and try to play the opposite way.

An example is a marketing analysis of the Russian cashback services market. The specificity of the industry is that money is a commodity. It is easy for the buyer to compare two services on the simplest basis - where is the biggest savings. As a result, price becomes the basis of competition.

Companies are trying to claim a larger percentage of cashback and other monetary benefits. For example, the Megabonus step about 50% reward for users for referring friends, the idea of Boom25.com to return the full cost of every 25th purchase via PayPal, etc. But this direction of competition has a ceiling - the maximum cashback service can return to the buyer 100% of the funds transferred by the store. And in the Western market this ceiling has already been reached.

Go against the market - offer a quick withdrawal. This is the only advantage that can outperform the low interest rate plus acting as a guarantee of service reliability. It is difficult to implement the idea, but the winner will get the opportunity to win a significant market share.

Having received an idea with the help of a marketing analysis of the market, we work out practical ways to implement it. In the cashback example: a combination of insurance elements (preliminary deposit, risk insurance, fast payout ceiling, offer for loyal customers, document scans, linking to an FB account); the introduction of its own currency with the ability to spend "in controlled" places for goods with a long period; introduction of the practice of deposits (the service retains money, but accrues %).

Step 6. Evaluate the attractiveness of market segments

Each segment of the multidimensional industry map must be digitized. The more detailed data you can get, the better. Minimum required parameters:

market size
growth rate within the time horizon
profitability

Market size and growth rates set the range of earning opportunities in the industry.

Step 7. Identify promising market niches

The attractiveness of a market segment does not mean that the company should go there. Rather, he says that this is the market sector most saturated with competitors.

The prospects for a market niche are determined competitive analysis industries. How to conduct - it is written in detail in our articles: "", "".

We determine the competitive forces of the market. 5 Porter forces

Classics of the genre. Yes, the phrase “supplier analysis according to Porter” sounds much less cool than “agile adaptation of blockchain technology in the internet of things market”, but it is necessary to study the driving forces of the market.

In the short term, thousands of factors influence the development of the market. 5 market drivers work with long term analysis. Porter's model is important because it provides an opportunity to understand why the profitability of the market is the way it is, what explains the gap between the costs and revenues of industry players.

The strongest driving force in the market determines the profitability of the industry and it is this that forms the basis of the marketing strategy.

Step 8: Market Competitive Strength Analysis #1: The Threat of Entry of New Players

It is the responsibility of every incumbent player to raise barriers to entry into the market. The more attractive an industry becomes, the more likely it is that potential threat competition from newcomers will turn into real.

New players are taking market share and lowering prices. Market — marketing and management consulting. Entry barriers are low. Anyone can make a badge "business consultant" and go to advise how to run a company. And after all go and advise. Forming a negative image of the quality of consulting and reducing the price level.

The goal of market analysis is to get not just an answer to the question “can new players come”, but “can new players come and remain profitable”.

The probability of the emergence of new competitors depends on the height of entry barriers:

Possibility of economies of scale on the production side. Economies of scale can be anywhere from marketing research to manufacturing and training
Possibility of economies of scale on the demand side. Exploiting the effect of connections - the desire of the buyer to pay for the product increases with the number of other buyers. The reasons are trust or the importance of having a network of customers (the number of active players on EBay).
The cost of switching consumers to a new producer. The higher, the more difficult it is for a newcomer to attract customers.
capital requirements. The need to invest a significant amount of resources to attract buyers. The barrier becomes higher if entry costs are not directly recouped, i.e. are classified as fixed costs.
Market players have advantages that are not related to size. By cost, quality, geographic location, customer relations, etc. inaccessible to potential competitors. Beginners will have to look for workarounds.
Unequal access to distribution channels. The more limited warehouse or retail channels, the harder it is to get in. Sometimes the barrier is so high that newcomers have to create their own distribution channels.

Expected response to the arrival of newcomers. New players will be afraid to enter if:

earlier market players responded harshly
competitors are well prepared for a fight
existing players will prefer to cut prices to maintain market share as high fixed costs lead to full capacity utilization
market growth is low and newcomers will receive revenue only by taking it away from existing players

Step 9: Competitive Market Strength Analysis #2: Supplier Influence

Strong suppliers can limit quality, set prohibitive prices, pass their costs on to industry participants. Suppliers are strong if:

several major players in the market
sell in small quantities
capable of generating high switching costs
can be integrated forward along the industry value chain, i.e. start competing in the company's field or reasonably threaten to do so
more concentrated than the industry where the goods are sold
their revenue is not seriously dependent on this market

Suppliers will resist price cuts, if

the share of the buyer is a small % of total sales
offer a differentiated range of products
are guided by the prices and expenses of customer companies
work in conditions of low marginality
offer products that are critical to consumers
there are no similar substitute products

Step 9: Competitive Market Strength Analysis #3: Buyer Influence

Buyers are forced to reduce prices, improve quality, provide more services. Buyers are strong in negotiations, if:

there are a limited number of customers in the market who buy in large volumes
there is a wide range of alternative offers
industry products are standardized and unified
Switching to another supplier is associated with low costs
capable of producing the purchased product on their own

Buyers will aggressively seek to reduce prices if:

purchase costs make up a significant portion of their spending
aware of seller costs
unprofitable or short of cash
the quality of their activities is weakly dependent on the quality of the purchased product
the product purchased has little effect on other costs (buyers focus on price)

Step 10: Competitive Market Strength Analysis #4: Substitute Threat

The main question is whether it is possible at all? In theory, if you always have access to fresh food, you don't need a refrigerator. In practice, this threat can be neglected in the medium term.

Substitute products are always present, but sometimes it is difficult to catch them. The TV and the jacket belong to different markets, but they can compete with each other when choosing a gift for the New Year.

The threat of substitute products is high if

they offer an attractive price compared to the product of the players in the market in question
the cost of the buyer's expenses for switching to a substitute product is small

Marketing analysis of the market should include an assessment of the potential for changes in other industries that can become producers of attractive substitute products.

Step 11: Market Competitive Strength Analysis #5: Competitors

The degree to which competition among existing market players reduces the profitability of an industry depends on its intensity and basis.

Intensity of competition high if:

there are many players on the market, approximately equal in size and strength
market growth rates are low
it is difficult for market players to coordinate actions
there are high exit barriers
competitors misinterpret each other's signals
competitors strive to stay in the market no matter what
there are strong incentives for price wars

The main basis of competition is price competition. Price competition begins if:

products are almost identical and switching costs are low
high fixed and low variable costs
efficiency is directly correlated with high production volumes
products have a short lifespan

But you can compete in other areas as well: product features, services, delivery time, brand image, etc. Other directions corrode the profitability of the industry to a lesser extent.

Therefore, it is important whether the competition is in one or more directions. If one company wins at the cost of a competitor's loss, it is a zero-sum game. But you can compete within the framework of a win-win strategy - when competitors work on different consumer segments, services, etc.

Step 12. Re-analyze the competitive forces of the market

Unexpected, right?

It is advisable to do the analysis of the driving forces of the market twice. The state of affairs in the industry is not set forever. Instead of looking for trends that shape the future, it's better to paint a complete picture of that future.

It is important to understand the main directions of development and their impact on the attractiveness of the market. The analysis of the future also includes the search for new bases of competition. Competition always grows over time.

The purpose of market development analysis is to determine whether an industry will be more or less attractive over time.

Step 13. We take into account common misconceptions of market analysis

Possible mistakes

Fast growing industries are more profitable. No. Rapid market growth can also benefit suppliers, and the low barriers of young industries make it easier for new competitors to enter.
The first player earns more. No. According to research, the ROI of pioneers is lower than that of immediate followers.
Technology and innovation is an attractive area for development. No. Technologies by themselves will not be attractive (for more details, see "").
Main strength the position of the state. In Russia this is often the case, but on perfect market the government is not seen as an active force, as it is not something good or bad.
A long-term presence in the market leads to an increase in the company's capitalization. No. The maturation of the industry implies a decline in profits.
Additional products and services are good. Not always. Sometimes having a complimentary product is beneficial, and sometimes not.

(c) Molchanov Nikolai, graduate of Moscow State University, candidate of psychological sciences, Executive MBA INSEAD, partner of Eldey Consulting Group

Hello dear colleague! In today's article we will talk about marketing analysis. After all, such an analysis determines the success of absolutely any organization or individual entrepreneur. Marketing defines the relationship of an enterprise or individual entrepreneur with the external environment by studying and conducting a marketing analysis aimed at identifying the competitive position of an enterprise (IP) and its potential in the relevant market. Therefore, in this article we will consider in detail what marketing analysis is and how it is carried out.

7. Selection of the most effective methods and forms of product marketing, development of an enterprise marketing strategy

Thus, we have identified 7 main tasks of marketing analysis, by solving which, it will be possible to see a complete picture of the enterprise, both its internal and external sides.

3. Types of marketing analysis

Marketing analysis can be of several types, differ both in the methods and forms of implementation, and in the vastness of the analyzed information.

Marketing analysis of the market is the most common type of marketing analysis. Studying market trends and processes. An analysis of economic, geographical, legislative, demographic and other market factors allows you to make a market development forecast, develop a competitive strategy and carry out market segmentation, and identify the most appropriate market niche.

Marketing analysis of competitors reveals strengths and weak sides enterprises. Develop a smart marketing strategy.

Analysis of the marketing strategy of the enterprise . Analysis of the existing marketing activities of the enterprise allows you to make its adjustment, direct the organization's activities in a profitable direction. Often, an ineffective marketing strategy of an enterprise is one of the factors of its unprofitability.

Research of the internal environment of the enterprise aims to compare internal and external processes to bring their work to a single coherent mechanism.

Research of the target audience and target consumer . This type marketing analysis allows you to see a clear and understandable portrait of the consumer of your goods or services, and, therefore, to correctly think over the marketing strategy of the enterprise, select possible bonuses and think over the approach. If there are many varieties of consumers or the group is large enough, then they are divided into segments that combine characteristics.

Marketing analysis of intermediaries will allow you to see potential partners of your company and calculate affiliate program for further expansion.

Analysis of the internal marketing environment of the enterprise - this type is aimed at studying the real competitiveness of the enterprise.

So, we have examined the main types of marketing analysis, let's move on to the methods.

4. Methods of marketing analysis

Method for analyzing the marketing activities of an organization - this is a way of studying, measuring and generalizing the processes, phenomena and influences of external and internal factors on the organization's activities in the conditions of market economy.

The choice of a marketing analysis method is a very serious moment, depending directly on the purpose and objectives of the study as a whole.

In this paragraph of the article, we will consider the methods of marketing analysis, based on its types.

So, we have considered the main types of marketing analysis and the methods attached to them.

Since this article is more informational character rather than a practical one, we will not consider each method in detail.

5. Conclusions

At the end of this topic, I would like to say that such a science as marketing and marketing analysis tools play a key role in building a long-term and profitable business.

Marketing analysis is applicable both at the stage of business planning, and at any other stage of an already existing one.

And finally, I suggest you look short video about conducting marketing research:

This concludes my article. I hope that the material presented in it was useful to you. I wish you good luck and see you in the next articles.

The market is economic system relations between producers and .

It has the following indicators required for analysis:

Capacity - the volume of goods or services that a particular market segment offers.

Final result.

The purpose of market research is to identify the company's capabilities and assess the competitive environment.

To know what exactly needs to be investigated, it is necessary to divide the market into types.

Market types

Consumer market - consists of everyone who buys goods for personal use.

Producer market - this includes legal entities that purchase goods and services for use in production.

Market public institutions- is a collection state enterprises who buy goods and services to use at work.

The reseller market is people and companies that buy products and then resell them.

international market- includes all intermediaries, as well as legal and individuals who are abroad.

Why you need market research

Here are the tasks it performs:

Analyze consumer behavior to understand what products people are currently interested in. This will help to find out if the goods or services offered by the company are in demand.

Assess the level of competition, find the strengths and weaknesses of competitors. This is necessary to understand in which direction to move the business.

Define a profitable distribution channel.

Find unoccupied market niches.

Determine the market capacity and the company's share in it.

Assess the prospects of the market and the current distribution channel.

To form the basis of further company and products on the market.

For market analysis, we use different types research. Each of them has its own methods of collecting and processing information, but they are all divided into two main types.

quality

These are hypotheses that are based on the opinions of analysts and, as well as data on and consumers. The results of such studies are subjective, they do not have a clear structure.

With the help of qualitative research, the motives of consumer behavior, their perception of the company and specific products are determined. This allows us to find non-standard and creative solutions for the company's tasks.

quantitative

These include statistical data: numbers, indicators, calculations. They are visual and can be compared with each other.

Such information is considered more reliable. It allows you to track the performance of the company in different periods of time.

Also, market research will be divided into subspecies. Before you start searching for information, decide which of them the company needs in order to avoid unnecessary work.

Look at this list, the types of research are indicated here by subject and purpose.

Market structure research. An analysis of market trends, capacity and conjuncture is carried out.

Product research. The share of the company's products in a certain segment is studied.

Target segment research. To select the most suitable market segment for the enterprise, a general analysis is carried out.

Study of consumer behavior. It is required to find out the pains and interests, to understand how people feel about the company and its products.

Research of market prices. Comparison of company prices and .

Research of free niches. Search and selection of possible niches, selection of the most suitable and profitable ones.

Research of competitors. The goal is to find out the strengths and weaknesses of the opponents.

To understand what kind of analysis a company needs, ask a simple question: “What exactly do you need to know?”. Take a piece of paper and write in a column the areas where you feel there is a lack of information. Then, under each one, write the questions you want answered. Based on these data, a further research plan is drawn up.

It also happens that a company needs a complete analysis of the market on all counts. This is a very voluminous work, but quite feasible if you use proven methods and proceed in stages.

The overall plan will consist of just the types of research that the firm needs. For some this list will be short, for others it will be long.

The primary collection of information for analysis is carried out using several methods.

Observation

This method helps you gather information by observing an object. You don't need to act on it.

Observation takes place in field or laboratory conditions. The field is a natural environment. For example, observing the behavior of buyers and sellers in a store.

And laboratory are artificially created situations.

The efficiency of this method is quite high, although it is costly and can greatly depend on the opinion of the observer.

Interview

This is the name of obtaining information from specific respondents. This is a popular method used by up to 90% of marketers.

Surveys can be conducted orally (interviews) or in writing (questionnaires), depending on the situation.

This method allows you to find out the opinion of consumers about goods and services, the company and its service.

Experiment

With it, you can track some factors in order to understand how they affect the activities of the company. The experiment requires the active participation of the organizer. It can be carried out in laboratory and field conditions.

Panel

4. Market segmentation

The market is divided into segments - groups of people according to certain criteria. When we segment the market, we find that part of consumers who are most interested in the company's products.

This stage of the study will determine:

The most effective promotion methods.

Marketing tactics of the company in the market.

Profitable points of sale.

Properties of goods that need to be changed in order to interest buyers.

Now it's time to find out the wishes of the segments that are most loyal to the company. At the same stage, a portrait is drawn potential buyer. The analysis will include: the attitude of buyers to specific products, market behavior, habits, inclinations, preferences.

Polls - interviews and questionnaires will help to conduct research.

This will help to determine the weaknesses of the company and products, to predict the reaction of consumers.

6. Studying distribution channels

In order for the start of sales of goods or services to be successful, promotion is necessary. Without it, the process will stall. This point should be given special attention, it largely affects the sales and profits of the company, as well as the image.

The result of the work will be the definition:

The best promotion tools and methods.

10. Sales forecasting

To plan the further production and marketing work of the enterprise, you need a sales forecast. This is the total potential sales of a company's goods or services.

The forecast gives an understanding of what resources the company needs, what distribution channels to use, how to expand production and what innovations will be needed.

Of course, the forecast does not give exact results, only an approximate picture. However, the company cannot do without it.

Now let's look at where and how we can get the data we are interested in for research.

Here are the sources of information:
There are 3 ways to do market analysis.

On one's own

You can manage on your own if there is simply no money for professional research. Well, or if you need only one type of analysis.

This option is cheaper, but takes a lot of time and effort. Doing everything yourself is energy-intensive, it is better to delegate such tasks, if possible. Especially if you are not very good at doing market research. There is a high chance of being wrong here.

With the help of the marketing department

If the company has its own marketing department, it would be logical to entrust the collection of information and research to it. Just do not forget to agree on the plan in advance, this will help to avoid unnecessary work.

With the help of a marketing agency

Perhaps this is the most best option. Especially if a comprehensive study is required. Yes, you will have to allocate a budget to hire specialists. But in exchange you will receive quality work and download your own schedule. It is quite difficult to carry out such a voluminous work on your own, and in the agency several employees will work on the analysis at once, who will be able to assess the problem from all sides.
conclusions

Now let's summarize, briefly outline the most important thing to remember.
If you have any questions about the topic, write in the comments! Good luck!

Hello! In this article we will talk about such an important component of the marketing activities of an enterprise as marketing analysis.

Today you will learn:

What is a marketing analysis of an enterprise;
What are the stages of marketing analysis of the organization;
What are the methods and types of marketing analysis of the company;
How to apply marketing analysis by example.

What is marketing analysis

Any activity begins with planning. Planning, in turn, begins with analysis. The marketing activity of the enterprise is fully subject to these rules. Marketing analysis allows you to identify problems and find ways to solve them, provides basic information for making decisions regarding marketing complex.

Without a well-conducted marketing analysis, you run the risk of encountering the following problems:

Get a product that will not be in demand;
Meet insurmountable "barriers" when entering the market and when selling products;
Face overwhelming for you;
Choose the wrong market segment and product positioning;
Make wrong decisions on each of the elements.

This is only a small part of the problems that await you if you neglect the marketing analysis of the enterprise.

Marketing analysis of the company – analysis of information obtained as a result of a variety of marketing research to make decisions regarding the marketing mix and the company's behavior in a competitive market.

Marketing research - activities for the systematic collection of information necessary for making marketing decisions.

Marketing research is divided into "field" and "desk".

Field marketing research involves the collection of primary information using one of the following methods:

Observation of the object of study. You can observe consumers in retail outlets, you can evaluate the display of goods and much more;
Experiment. For example, changing the price of a product in only one point of sale in order to analyze the elasticity of demand. It is used to determine the influence of any factor on the purchase.
Interviewing. This includes various surveys (telephone, Internet, mail).

Desk research involves examining existing data. Sources can be both internal information (accounting data, databases, reports, plans) and external information (statistical data, data from marketing, production and trade associations, databases of independent organizations).

The main stages of the marketing analysis of the company

Marketing research and marketing analysis are inextricably linked.

It is possible to represent any analytical marketing activities enterprises in the form of four stages of marketing analysis:

Marketing research planning. This stage includes setting goals for marketing research, determining the type of research, determining the audience or sources of information, determining the place of research, preparing tools for conducting research, designating deadlines and budgeting;
Collection of information. At this stage, there is a direct collection of information;
Analysis of the collected information;
Interpreting the received data into a report.

When conducting a full marketing analysis of a company, it is necessary to obtain and process information about the internal environment of the organization, the external environment of the organization and the meso-environment of the organization. When analyzing each of the environments, the specialist must go through the stages of marketing analysis described above.

Let's look at what methods and marketing analysis tools are used in the marketing analysis of each environment.

Types and methods of marketing analysis

There are four types of marketing analysis:

Marketing Analysis external environment organizations;
Marketing analysis of the meso-environment of the company;
Analysis of the internal marketing environment of the enterprise;
Portfolio analysis.

We will consider the methods of marketing analysis in the context of the type of marketing analysis in which they are applied. Let's start with an analysis of the external environment of the organization.

Methods for analyzing the external environment of the organization

External environment of the organization - the realities in which the organization operates.

The organization cannot change the external environment (but there are exceptions, for example, oil enterprises).

When analyzing the external environment of the organization, it is necessary to assess the attractiveness of the market. To assess the attractiveness of the market, it is effective to use such a method of marketing analysis as PESTEL-analysis.

Each letter in the name of PESTEL analysis denotes an environmental factor that can either have a strong influence on the organization or not at all. Let's consider each factor.

P– Political factor. The influence of the political factor is assessed by answering the following questions:

Is the political situation in the country stable? How does the political situation affect?
What impact does the tax law have on your business?
How does social politics states on your business?
How does state regulation to your business?

E– Economic factor external environment. His assessment involves answering the following questions:

How does the level of development of the country's GDP affect your business?
How is the general economic situation affecting your business? ( the economic growth, stagnation, recession or economic crisis)
How does inflation affect your business?
How do exchange rates affect your business?
How does per capita income affect your business?

S– Sociocultural factor requires answers to the following questions:

How does demographics affect your business?
How does the lifestyle of citizens affect your business?
How does the attitude of citizens to leisure and work affect your business?
How does the social distribution of income between family members affect your business?

T – Technological factor and questions for its analysis:

What is the impact of government spending on research in your field?
How does technological development industry to your business?

E– Environmental factor requires answers to the following questions:

How protection legislation affects environment to your business?
How does the volume of extracted natural resources affect your business? (consider those Natural resources that are used in your business)
How does the quality of extracted natural resources affect your business? (consider the natural resources your business uses)

L- Legal factor and questions to analyze its impact on your business:

How does this or that law affect your business? (it is desirable to identify those laws that regulate activities in your market).

We recommend that you answer these questions using a scale of -3 to 3, where "-3" has a strong negative impact on the organization, "-2" has a moderate negative impact on the organization, and "-1" has a slight negative impact on the organization. organization, "0" - no impact, "1" - has a weak positive impact on the organization, "2" - has an average positive impact on the organization, "3" - has a strong positive impact on the organization.

As a result, you will get the total impact for each factor. Factors with a positive result have a favorable effect, with a negative – negative. If any factor has a very strong negative impact, you need to think about the feasibility of doing business in this area.

Methods for analyzing the mesoenvironment of an organization

The meso-environment of the organization is represented by external factors that have a direct impact on the activities of the organization. The analysis of the meso-environment is aimed at assessing the attractiveness of the market and the level of competition in the market, determining the overall consumer demand.

The tool that most fully reflects the factors influencing the mesoenvironment was invented by Mike Porter and is called the 5 Forces of Competition Model.

Porter's 5 forces model of competition consists of five blocks. Each block is a separate factor in the impact of a competitive market on your organization.

Central block - Competitive environment". This block contains all the current market players - you and your direct competitors.

You need to define the following competitive environment parameters:

Major players and their market shares;
Number of players;
Level of market development;
Strengths and weaknesses of your closest competitors;
Information about the costs of your competitors for various items of expenditure (production, marketing, and so on).

The second block is "The Threat of New Players."

It is represented by the following options:

Existing market entry barriers (patents, licenses, government regulation, and so on);
Required initial capital;
Necessary costs for product differentiation;
Access to distribution channels;
Experience of existing companies on the market (the more experience, the less the threat of new players);
Existing barriers to exit from the market (forfeit, liability to suppliers and consumers).

Third block - "Substitute Goods". Such companies are not your direct competitors, however, with high elasticity of demand, they can pose a big threat.

The parameters for assessing this factor are as follows:

Degree of consumer loyalty to your product;
The difference in price between your product and substitute products;
The level of professionalism of consumers (the more professional the consumer, the weaker the parameter affects);
The cost of switching to a substitute product.

The fourth block "The Power of Buyers in the Market" which lies in the ability of buyers to dictate their terms of cooperation.

This factor is represented by the following parameters:

The number of buyers in the market (the fewer buyers, the greater their strength);
The volume of product purchases by one consumer (the larger the purchase volume, the higher the impact);
The presence of buyers' unions;
The breadth of product selection (the greater the choice, the greater the power of influence).

The fifth block is presented the power of suppliers in the market.

The parameters for assessing this factor will be as follows:

The degree of complexity of the transition from one supplier to another;
The volume of purchases from one supplier;
Availability of companies to replace existing suppliers;
The degree to which the quality of raw materials affects your business.

Write down the data you have for each parameter, analyze the information and give points from "-3" to "3", depending on the degree of influence of each parameter. The extreme values "-3" and "3" indicate a strong threat and a positive impact of the parameter, respectively, "0" means that the parameter does not affect your business. The total value of the factor will allow you to see the most "dangerous" factors, the influence of which must be neutralized in the near future.

Analysis of the organization's microenvironment

Analysis of the microenvironment of the organization is carried out to identify the strengths and weaknesses of your business. For this purpose, such an analysis tool as "Chain of Values".

The value chain displays all business processes that are implemented in the organization. Business processes are divided into main (during which production and distribution of products take place) and auxiliary (which provide the main activity with everything necessary).

We will not dwell on this model in detail, since it is quite simple. Let's depict it in the form of a table, where we denote all the business processes that need to be evaluated. The rows indicate auxiliary business processes, the columns - the main ones.

Supply of auxiliary products and resources that are not related to the main production (for example, soap in the office)
Research and Development (R&D)
Organizational Structure Management
Human resource management
Incoming logistics (raw materials, materials, equipment)	Primary production	Outbound Logistics - Product Distribution System	Marketing and sales	After-sales service and maintenance

Assess every business process in your organization and you'll see where your product's key value is produced and what makes your product special. Those business processes that give your product more value are the most developed and have a positive impact on competitiveness - strengths your organization, the rest are weak.

Interim Analysis

SWOT -analysis represented by a combination of environmental factors of the organization (direct and indirect impact). SWOT-analysis is a matrix, the opportunities and threats of the external environment are displayed vertically, and the strengths and weaknesses of the organization itself are displayed horizontally. We will depict it for greater comfort.

		Strengths			Weak sides
		1	2	3	1	2
Capabilities	1
	2
	3
Threats	1
	2
	3
	4

We received opportunities and threats as a result of PESTEL analysis, and weaknesses and strengths - as a result of using the Porter's 5 Forces of Competition and Value Chain models, we write them out in columns and rows.

As a result, at the intersection of external and internal environment factors, we must write the following solutions:

Intersection of strengths with opportunities: how strengths can be used to achieve opportunities;
Intersection of strengths with threats: how can we use strengths to neutralize threats;
Intersection of weaknesses and opportunities: how to overcome weaknesses using opportunities;
The intersection of weaknesses and threats: how to minimize the impact of threats.

Business Portfolio Analysis

After we have researched the market and the company, we can evaluate various directions the organization's business or, more simply, the goods it produces.

At the moment, there are a fairly large number of various methods for analyzing portfolio analysis, but the simplest and most popular of them - matrix BCG . Let's immediately visualize this tool.

		Relative market share
		high	Low
Market Growth Rate	High	"Star"– products with high sales growth rates and a large market share. At the same time, it requires large investments, which makes the profit from the product negligible.	"A dark horse"– products with a small market share, but high sales growth rates. Strategy – investment or disposal
Market Growth Rate	Low	"Milch cow". Such products have a large market share and high profits, but have low sales growth rates. Strategy - redirect funds received from "cows" to other business units	"Dog"- products with low sales growth, small market share, low profits. The strategy is getting rid

Thus, we identified the most promising products in the range and chose a strategy for each of them.

The second component of portfolio analysis is staging life cycle each product range . This analysis allows you to choose a product marketing strategy and exclude unprofitable products.

Most often there are four stages:

Product birth or market entry. These products are new to the market, have consistently positive sales growth rates, but either have no profit or have negative profit. As a rule, such a product has few competitors;
Growth. Products at this stage of the life cycle have the highest sales growth rates, but almost no profit. The competition at this stage is quite high;
Maturity. The phase of the life cycle, when sales growth rates are falling, and profits and the level of competition in the market reach their maximum values;
recession. Sales growth rates are approaching zero, profits are declining, and there are practically no competitors.

Marketing analysis of the enterprise on the example of the company "Gruzovichkof"

Let's analyze the activity of one of the real Russian companies. On the example of the cargo transportation company "Gruzovichkof". At the same time, we will be able to see how to correctly understand and read the marketing analysis of the enterprise.

Stage 1. We start with a PESTEL analysis, that is, we describe only the influencing factors (by questions) and put points. At the same time, we reduced the number of influencing factors by excluding the economic one, since it does not have any influence at all, and by combining the political and legal ones, since they are closely interconnected in this industry.

Political and legal: -1

Restriction of entry into Moscow for cars with a carrying capacity of more than 1 ton (a special pass is required); +2

The need to confirm a license for cargo transportation; +1

The need for regular technical verification car; -one

Difficulty in purchasing technical support due to sanctions; -2

A ban on the use of motor fuels of low environmental classes in Russia. -one

Economic: -4

The economic crisis in the country; -one

Change in oil prices; -2

Volume industrial production, wholesale and retail(in the provision of cargo transportation services for legal entities). -1

Sociocultural: 0

A decrease in per capita income has a negative impact on demand; -2

The increase in the movement of the population within the country will cause an increase in demand for freight transportation services. +2

Technological: +4

The appearance of equipment that plots the route and calculates the cost of the trip; +2

Possibility of non-cash payment and ordering services via the Internet. +2

As we can see, the technological factor has the greatest positive impact, and the economic one has the negative one.

Stage 2. Conducting analysis using Porter's 5 Forces of Competition model.

We paint the parameters for each factor and put down points. Within a report, it's best to do this in a table.

2. Entry and exit barriers "+9"

Initial capital for the purchase of a vehicle fleet and auxiliary equipment; +2

Obtaining permission to enter the city; +3

Obtaining a license for cargo transportation; +2

Money loss. +2

3. Substitute products "0"

Railway transportation of goods. 0

1. Level of competition "0"

Highly competitive market, the most dangerous competitor is Gazelkin (38%); -2

A large number of companies with a small market share; 0

The market has not reached full saturation. +2

4. User power "-4"

The consumer has a fairly wide choice (high competition); -3

Consumers have their own cars, which increases the demands on the company, as in many cases it is easier for them to abandon services in favor of self-moving. -one

5.The strength of suppliers "-5"

Cooperation with the only automobile plant "GAZ" may cause difficulties in the transition; -3

Agreements with gas stations hinder the transition to the use of other fuels. -2

Thus, the strength of suppliers and the strength of consumers have the greatest negative impact.

Stage 3. Conducting analysis through the application of the "Value Chain" model.

For Gruzovichkof, it will look like this:

The infrastructure of the company includes a financial department, a planning department, an accounting department, a purchasing department, a logistics department (purchasing), a repair bureau
Personnel management includes the process of attracting, hiring, monitoring and motivating staff
Technological development: the use of the latest navigation systems in the work, the passage of daily technical inspection of cars
Logistics support of the main production: supply of cardboard packaging from the supplier, contract with gas stations, purchase of additional equipment from the supplier (navigation systems)
Buying cars from a dealer. Parking of cars in the company's fleet, storage of cardboard packaging in a warehouse	The main product is a freight forwarding service. The main elements of the product are: the technical component (car and complementary equipment) and contact personnel (driver, loaders)	Distribution of products takes place through telephone connection and online orders. The service is provided at the time and place specified by the customer	Promotion: paper advertising media (posters, flyers), billboards, TV advertising, radio advertising, Internet advertising	Service: additional service - movers; selection of the car of the required format

Stage 4. Conducting a SWOT analysis, as a result of which we will receive general results and conclusions for all three analyzes.

We write out the strongest threats and opportunities from the PEST analysis and highlight the strengths and weaknesses based on the analysis using the Porter's 5 Forces of Competition and Value Chain models. We get a small plate.

Strengths:

1. High speed machine feed

2. Large (diverse) fleet of vehicles

3. Low prices(compared to competitors)

4. Availability additional services(loading, packing)

5. Availability of permission to enter the city

Weak sides:

1. Old cars

2. Long wait for dispatcher response

3. Complicated online ordering process

Threats:

1. Difficulties in connection with the Federal Law "On transport and forwarding activities"

2. Economic crisis

3. Rising fuel prices

4. Lack of need for the service due to the presence of a car in almost every family

Capabilities:

1. Decrease in the level of competition in connection with the release of the law "On the restriction and control of the import of goods into the city"

2. Increased demand due to rising real estate prices, increased mobility of the population, fashion for holidays in the country

3. Emergence of new technologies

We build a matrix and write solutions at each intersection. In the future, from these decisions you will form an enterprise development strategy

On this, the general marketing analysis of the enterprise is over and we can summarize.

As a result of marketing analysis, we received:

Full assessment of the attractiveness of the industry (market);
Evaluation of the position of our company in this market;
Revealed competitive advantages our product (company);
Determined ways to apply our competitive strengths against competitors;
Identified the main competitors, their strengths and weaknesses;
Assessed the level of competition in the market;
We received an information base to determine the future strategy of the organization (marketing strategy).