YOUR MARKET

ANALYSIS AND
MARKETING PLAN
 WHATS THE DIFFERENCE?

Market Analysis
Describes Targets (Who & Marketing Plan
Why) Describes Tactics (How)
Customers Product Positioning
Competition Price
Competitive Advantage Placement
Critical Success Factors Promotion
Critical Risks Sales Process
Potential Sales/Market Share Partnerships
 WHY SEGMENT THE MARKET?

All firms have limited resources. They cant be all things

to all people. They must decide where to focus their
limited time, money and human capital so that they yield
the greatest return.
That means identifying right-sized pieces of the market
to go after.
 WHAT MAKES A MARKET
SEGMENT PROMISING?
Measurable: possible to determine size
Significant: large enough to be profitable
Recognizable: distinct enough so that you can identify its
members
Compatible: with your ventures mission, strengths,
ability
WAYS TO TARGET THE MARKET

Geographic
local, regional, national, international

Demographic
B2C: gender, age, income, education, ethnicity
B2B: revenues, # employees, industry

Psychographic
values, lifestyles, hobbies

Behavioral
benefits sought, usage rate
TIPS FOR IDENTIFYING MARKET
SEGMENTS
Secondary Research
Databases & Reports
Newspapers & Magazines
Trade publications and Trade shows

Ask
Industry players
Potential customers
Suppliers

Observe
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