Weitere ähnliche Inhalte Ähnlich wie Market Intelligence - Winfried Kempfle Marketing Services (20) Mehr von Winfried Kempfle Marketing Services (20) Kürzlich hochgeladen (20) Market Intelligence - Winfried Kempfle Marketing Services1. Market Analyses
In Industrial Practice
Strategic Management and Marketing Practices
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2. Main Tasks Of Market And Competitive
Analyses
Market Analyses Competitive Analyses
Customer Market Market
strategically tactically
Analyses Forecasts Positions
Buying Decision Market Trends Market Shares Competitor Product / Feature
Criteria M. Segments Dynamic of the Profiles Comparisons
Customer Satis- Market Volume Market Position C. Strategy Unique Selling
faction Market C. Position Propositions
Market Growth
Buying Behaviour Penetration Key Business Selling
M. Attractivity
Demand Analysis Competitive Data Arguments
M. Potential
Buying Power Advantages Portfolio Competitor News
Customer
Price Sensitivity Soft Facts Competitor
Structure
Weaknesses
Promotion Impact Sales Channels
Sales Support Support of Strategy Development Sales Support
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3. Market Definition –
Market Cascade
e.g., because
product approval not existing
publicly protected monopolies
Inaccessible inhouse supply of competitors
Market legal restrictions
e.g., because
missing products
Market Unserved prices not competitive
Potential lacking market penetration
Market
customer preferences for local suppliers
Total Market
Addressable
Market Currently
Addressed Served
Market
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4. Information Sources For Market Analyses
Customer surveys
Customer feedback
Customers Account information
Market reports Institutionalized
Service / feedback
Research on Industry process
order Analysts Sales
Regional data
Market models
Presentations
Commissioning Product information
Consul- Trade Shows/
Customer data from Contests
consulting projects tants Congresses
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5. Forecast Techniques Within Market Analyses
Evaluation of Market Parameters
Volumes
Prices
Distribution structure
Forecast Techniques Margins
Market Models Levels of Detail
Scenario Analysis
Varying by market segment
Trend Analysis Varying by customer / technology
Extrapolation segment
Top down / Bottom up Varying by size / performance
Expert Views class
Finding of Influencing Factors
Replacement cycles
Innovation cycles
Age of installed base
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6. Market Trends And Drivers
(Example)
Productivity increases in … Standards-based architectures …
Customer Requests
Cost optimization (ROI / TCO) … Service-oriented architectures (SOA) …
Technology
Increase of process efficiency … Integrated platforms …
Security … Open Source Software …
… …
Value added moves from hardware towards Competitor A. is integrating …
Business Models
software and services … Competitor B. is making use of its strong
Competition
Software and applikations „on demand“ … position in …
Increasing relevance of solution packages Competitor C. is specializing in core
… business segments …
Increasing relevance of vertical solutions … Competitor D. is expanding through M&A
Increasing partnering and cooperation activities in …
models … …
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7. Market Forecasts –
Development Of Market Volume (Example)
Total Market
bln. € CAGR 12 - 18
44,0 Total Market X,X%
40,0 5,0 Managed Services x,x%
36,0 4,5
5,0 Professional Services x,x%
32,0 4,0 4,5
Product-related
28,0 3,5 6,0 x,x%
4,0 Services
5,5
24,0 3,0 3,5
5,0 5,0 Segment E x,x%
2,5 3,0 4,5 4,5
20,0 4,0
2,5 4,0 5,0 Segment D x,x%
2,0 3,5 4,5
2,0 3,5 3,0 4,0
3,0 3,5 6,0 Segment C x,x%
2,5 3,0 5,5
2,0 2,5 5,0
4,5
2,0 4,0
3,5 5,5 6,0 Segment B x,x%
3,0 5,0
4,0 4,5
3,0 3,5
4,5 5,0 5,5 6,0 Segment A x,x%
3,0 3,5 4,0
2012 2013 2014 2015 2016 2017 2018
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8. Market Development –
Volumes And Technologies (Beispiel)
Technology Markets Technology Split in %
mill. units
100% 2
36 3 4 6
xx% p.a. 14
16
75% 19
22
24 25
27
28
50%
xx% p.a.
12 25
21
25% 18
16
14
11
8
xx% p.a.
0 0%
2012 2013 2014 2015 2016 2017 2018 2012 2013 2014 2015 2016 2017 2018
Old technology
Current technology
Innovative (future) technology
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9. Evaluation Of Market Attractivity
(Example)
Criteria Market A Market B Market C Market D
++ + 0 - -- ++ + 0 - -- ++ + 0 - -- ++ + 0 - --
Market Volume
Market Growth
Customer Structure
Sales Channels
Intensity of Competition
Level of Earnings
Entry Barriers
…
Summary + ++ 0 -
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10. A comprehensive market analysis
presentation with detailed explanations of
the practices and numerous practical
examples is available on request.
(currently available only in German)
Please use the contact form to order the
presentation
http://www.strategie-und-planung.de/kontakt.html
Note: This presentation is available only for a small charge because of the benefits of the huge amount of information and the
multitude of examples, etc. The current price list of the documentation can be seen at
http://www.strategie-und-planung.de/mediapool/92/922449/data/Preise/Preisliste_Doku-Tools-20110101.pdf
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