260333252.

xlsx - MSA

Market Structure Analysis

source: Noel Capon

Circle
Universe
Circle 1
Circle 2
Circle 3
Circle 4
Add a row for new circle
Your Sales

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260333252.xlsx - MSA

ture Analysis
Description
Everyone (All age group & gender)

Customers who currently, actually, pay for your product

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260333252.xlsx - MSA

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260333252.xlsx - IF

Industry Forces
source: Noel Capon

Industry Force
Current Direct Competitors
CDC 1
CDC 2
CDC 3
New Direct Competitors
NDC 1
NDC 2
NDC 3
Indirect Competitors
IDC 1
IDC 2
IDC 3
Suppliers
S1
S2
S3

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260333252.xlsx - IF

Players

mpetitors
Fair and Lovely(HUL)
FairGlow(Godrej),
Vicco

titors
Fair and Handsome(Emami)
Himalaya
Garnier

rs
Fairness Face wash (Emami)
Fairness soap(HUL,P&G,Godrej Soaps and Nirma)
Sunscreen oils
Packaging suppliers
Ingredient suppliers
sunscreen suppliers

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260333252.xlsx - IF

Impact
Covers a large market share,will present difficulty in attaining market share
covers substantial market share
has brand loyal cutomers which are difficult to acquire
New product from established brand
Satisfies herbal aspirations
New players but bigger one.
Can affect sales in negative way as it provides effective substitute
Product which can provide hygiene and satisfy aspiration and affect sales negatively
cheap substitute and can affect sales slightly
Most important aspect,can improve sales in a positive way
Has to be choosen effectively as our product provide multibenefits
Importnat considering the diverse climatic rural condition

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260333252.xlsx - IF

ket share

t sales negatively

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260333252.xlsx - STEP

STEEPLE
Factor
Details
Socio - Cultural
Issue 1
Issue 2
Issue 3
Technological
Issue 1
Issue 2
Issue 3
Economic
Issue 1
Issue 2
Issue 3
Environmental (Physical)
Issue 1
Issue 2
Issue 3
Political
Issue 1
Issue 2
Issue 3
Legal
Issue 1
Issue 2
Issue 3
Ethical
Issue 1
Issue 2
Issue 3

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260333252.xlsx - STEP

Impact

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260333252.xlsx - STEP

Eagerness to buy:
by execution (samples)
by communication

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260333252.xlsx - LTV

Market Structure Analysis

source: Noel Capon

Term

Detail
Net Margin
Sales - Discounts - Costs
Annual maintenance expense
Cost to keep the customer
Adjusted Margim
The difference
Discount rate
firm's cost of capital
Probability or actual
Customer retention rate
customers who continued in
the following year
the factor by which retention
is brought down to NPV
for a group of customers

Margin Multiple
LTV
Term

Value

Net Margin
Annual maintenance expense
Adjusted Margim
Discount rate
Customer retention rate
Margin Multiple
LTV

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260333252.xlsx - LTV

Calculation
m
a
m-a
d
r
imp
r/(1+d-r)

imp

(m-a) * r/(1+d-r)

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Page 12