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Market segmentation analysis.
Member rating: No Rating | Words: | Submitted: Wed Sep 10 2003
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BUSINESS STUDIES MODULE PAPER 5 Marketing Market analysis Segmentation analysis: analysing a market to identify the different types of consumer. By matching the consumer categories to the types of product on offer, unfilled market niches may emerge. The potential profitability of filling these gaps can then be assessed. The main ways in which a market can be segmented are: * Demographically, e.g. by age , social class or sex * Psychographically (by attitudes and tastes) e.g. trendy versus modest, or homeloving versus adventurous * Geographically, by region Market size The total sales of all the producers within a market-place, measured either by volume (units sold) or by value (revenue generated). This information is needed to: * Asses whether the market is big enough to be worth entering * Calculate the market share held by your own products and brands * Identify whether the market is expanding or contracting Market share The percentage of all the sales within a market that are held...
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