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Market Analysis Toolkit

Strategy consultants are often engaged to analyze the market for a product line, business unit or entire company. Charts play a critical role in communicating market size, growth and segmentation. Marimekko charts are especially helpful for resenting information on differences in market segmentation by region by competitor and by product line. This toolkit presents a set of charts that
map markets by competitor, product line, and geography, assess the full potential of a market, and provide an overview of market segmentation, growth and profitability.

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Market Analysis Toolkit

  1. 1. MARKET ANALYSIS David Goldstein President, Mekko Graphics david@mekkographics.com
  2. 2. Introduction • Strategy consultants are often engaged to analyze the market for a company or business unit. • This slide deck (presentation) contains data-driven charts that help to explain a market, focusing on the market’s segments, its competition, its growth potential and its profitability. • The slides in this solution toolkit will provide charting and data presentation ideas you can adopt for your own work. • Each chart is presented on two slides • The first contains an example of how the chart is used • The second contains an explanation of the chart and information on how to create it • All charts are created using Mekko Graphics; and you can copy, edit, and reuse them in your own 2
  3. 3. Market Maps • The first few slides in this deck contain market maps. • These are Marimekko charts that examine the market along two dimensions. • These charts answer questions about market fragmentation, market competition, and regional differences in market penetration. • The market maps can be a powerful tool. • They capture in one slide some key market dynamics. • Using colors to highlight key segments, action titles and tag lines help focus your audience on the most important insights to be gained from these charts. • At first glance, these maps can be confusing, but with some guidance they can add significant value to your analyses. 3
  4. 4. Market Map Shows Segment Size and Degree of Fragmentation 4 Our market is highly fragmented. None of the large players compete across multiple segments.
  5. 5. Market Map by Competitor and Segment 5 • The market map can provide an overall picture of the segments in which you compete and who competes against you in each. • You can determine how fragmented each segment and the overall market is. • The data needed for the chart is revenue for each competitor in each segment. • Use colors to highlight key competitors and group smaller competitors in
  6. 6. Regional Market Map Highlights New Opportunities 6 We compete in only three European markets. Each market has a different set of competitors, with some overlap in competition between Spain and France.
  7. 7. Market Map by Competitor and Region 7 • The market map by region shows the degree of market fragmentation in each region and the mix of competitors that are in one and multiple regions. • Use the analysis to consider regional expansion or regional acquisitions. • Combine this analysis with a chart that shows growth of the market by region or add regional growth as a data row to this chart.
  8. 8. Map of Regional Differences in Product Penetration 8 Product use varies significantly by region with Product Line 2 dominating Europe and Product Line 1 accounting for a large share of other regions.
  9. 9. Market Map by Product Line and Region 9 • The market map by product line and region shows the relative product penetration in different parts of the world (or country). • They could be accounted for by regional differences in customer product preferences or by regional differences in competition. • Regional variations could point out growth opportunities to introduce your product into other regions or could highlight potential competitive threats in different regions.
  10. 10. Assessing the Market’s Full Potential 10 • The next few slides illustrate a full potential market analysis. • This is a top-down approach to assess the size of the overall market. • Use it to estimate the potential for market growth and to break down this growth potential by market segment. • Contrast this approach to the bottom-up or as-is analysis in the preceding market maps.
  11. 11. Assessing the Market’s Full Potential 11 Taking a top-down approach, the market’s full potential is about $5B with the majority of potential revenue coming from smaller companies.
  12. 12. 100% Stacked Bar to Estimate the Market’s Full Potential 12 • Take a top-down approach to estimate overall market size by splitting the potential market into segments and estimating the potential of each. • The 100% stacked bar outlines the size of each segment in terms of number of customers and total revenue. • Based on an estimation of spend per company per segment, calculate the market potential of each segment and place it in the last bar.
  13. 13. Market Potential by Industry Vertical and Customer Size 13 Between 60 and 70% of the potential of each vertical is in smaller customers with under $50MM in revenue
  14. 14. Marimekko Chart for Market Size by Industry Vertical and Company Size 14 • Drill down into the potential market by showing the potential market by both industry vertical and customer size. • Marimekko shows the two dimensions on a single chart, allowing you to compare opportunities within each industry vertical and to determine which size companies in which vertical to target.
  15. 15. Market Penetration by Industry Vertical 15 The largest competitor has under 20% of the potential market and all competitors have only 45%. The automotive segment has the highest penetration.
  16. 16. Marimekko Chart for Market Penetration for Competitors by Industry Vertical 16 • Examine the market opportunity by industry vertical by combining the current competitors’ market share with the unpenetrated market. • Use an average line to show the overall level of market penetration and an axis break to reduce the size of the unpenetrated segments, if needed. • Choose the number of competitors to show on the chart to focus the message.
  17. 17. Market Overview 17 • The last set of slides provide approaches to give your audience an overview of the market. • They contain: • A market segmentation breakdown • An analysis of market growth by segment • A market profitability analysis
  18. 18. Market Segmentation Overview Our software sells into 6 major verticals. Manufacturing can be divided into 4 key markets, with high tech as a small but significant market.
  19. 19. 100% Stacked Bar Charts Segment the Market 19 • If your audience is not familiar with the key market segments, use a 100% stacked bar as an alternative to a pie chart to divide a market into mutually exclusive and completely exhaustive (MECE) segments. • The relative segment sizes are related to segment height, making it easier to compare them. • Use a second bar to ‘explode’ a key market into its sub-markets and color to highlight a key market (or sub-market).
  20. 20. Market Segment Growth 20 Overall market growth was 4.7% with the medical segment seeing significantly higher growth than the other segments.
  21. 21. Stacked Bar Chart Show Growth by Market Segment 21 • Tracking segment growth helps to identify those segments that you might consider targeting. • Use a stacked bar to show growth for a relatively small number of time periods (under 12) and an area chart for a greater number of time periods. • Add a CAGR column and a growth line to show segment and overall growth, respectively. • Add multiple CAGR columns to show past and projected growth.
  22. 22. Market Segment Profitability 22 Automotive is lagging with respect to contribution, while medical is above average.
  23. 23. Bar Mekko for Segment Profit Contribution 23 • This Bar Mekko summarizes profit margin for each market segment in which you compete. • The width of the segment is proportional to segment size and the height to profit margin. • Use colors to highlight key segments. • Use a similar bar-mekko to compare segment size versus segment growth.