Before planning the production capacity and the volume of products, the management of the enterprise needs to know how, where and how many products will be sold. To obtain this data, a marketing analysis is carried out.
Instructions
Step 1
In the process of conducting marketing analysis, two main factors are studied: the state of the external environment of the enterprise and the life cycle of the product.
The study of the external environment is an analysis of factors, the most significant of which is economic. It is a set of inflation rates, employment levels, and other indicators that can be used to determine new opportunities for production. Another significant factor is the market one; in its analysis, the level of income of the population is taken into account, competitors in this industry are assessed and the possibility of easy penetration of goods into the market.
Step 2
The environmental factors also include technological - the management of the enterprise must analyze possible changes in technology, the use of computer design methods and the provision of goods or services. The study of competitors is carried out especially thoroughly. Their strategy is assessed, their strengths and weaknesses are examined, and their future goals are projected. All of this together provides an estimate of the potential market share for a new product.
The study and analysis of environmental factors gives managers a complete picture of the risks and opportunities that will be faced when manufacturing and marketing new products.
Step 3
Analysis of the life cycle of a product is a forecast of the time of its existence on the market. Any of the goods is in demand until a more advanced product or one with the same characteristics, but cheaper, comes on the market.
In the life cycle of most goods, there are several periods: introduction, growth in production and sales, maturity - "plateau", saturation and decline. Marketing analysis and the development of appropriate strategies depends on the period in which the product is at the time of the analysis.
The use of marketing analysis allows an organization to increase its competitiveness, gain a larger market share and increase its profitability.
