Chapter 4 - Market/submarket analysis. This chapter presents the following content: Dimensions of a market/submarket analysis, emerging submarkets, actual and potential market or submarket size, market and submarket growth, market and submarket profitability analysis, cost structure, distribution systems, market trends, key success factors, risks in high-growth markets. | Chapter 4 - Market and Submarket Analysis PPT 4- Market/Submarket Analysis Chapter Four Chapter 4 - Market and Submarket Analysis PPT 4- Dimensions of a Market Analysis Emerging submarkets Actual and potential market and submarket size Market and submarket growth Market and submarket profitability Cost structure Distribution systems Trends and developments Key success factors Emerging Submarkets Relevance! Chapter 4 - Market and Submarket Analysis PPT 4- Chapter 4 - Market and Submarket Analysis PPT 4- SUV Hybrid Marketing the Wrong Product Chapter 4 - Market and Submarket Analysis PPT 4- “Having great products is not enough. You need to make what customers want to buy.” - David Aaker Chapter 4 - Market and Submarket Analysis PPT 4- Brand Preference Brand Relevance SUV Determine Brands to Consider Mercedes Select Brand to Buy Lexus BMW Mercedes Select Product Category or Subcategory Customer Decision Process Chapter 4 - Market and Submarket Analysis PPT 4- | Chapter 4 - Market and Submarket Analysis PPT 4- Market/Submarket Analysis Chapter Four Chapter 4 - Market and Submarket Analysis PPT 4- Dimensions of a Market Analysis Emerging submarkets Actual and potential market and submarket size Market and submarket growth Market and submarket profitability Cost structure Distribution systems Trends and developments Key success factors Emerging Submarkets Relevance! Chapter 4 - Market and Submarket Analysis PPT 4- Chapter 4 - Market and Submarket Analysis PPT 4- SUV Hybrid Marketing the Wrong Product Chapter 4 - Market and Submarket Analysis PPT 4- “Having great products is not enough. You need to make what customers want to buy.” - David Aaker Chapter 4 - Market and Submarket Analysis PPT 4- Brand Preference Brand Relevance SUV Determine Brands to Consider Mercedes Select Brand to Buy Lexus BMW Mercedes Select Product Category or Subcategory Customer Decision Process Chapter 4 - Market and Submarket Analysis PPT 4- Questions to Help Structure a Market Analysis Submarkets Are augmented products, emerging niches, trend toward systems, new applications, repositioned product classes, customer trends, or new technologies creating worthwhile submarkets? How should they be defined? Size and Growth Potentially important submarkets? Size and growth characteristics? Submarkets declining? How fast? Driving forces behind the trends? Figure Chapter 4 - Market and Submarket Analysis PPT 4- Questions to Help Structure a Market Analysis Profitability How intense is the competition among existing firms? Threats from potential entrants and substitute products? Bargaining power of suppliers and customers? Attractive/profitable markets or submarkets? Cost Structure Major cost and value-added components for various types of competitors? Figure Chapter 4 - Market and Submarket Analysis PPT 4- Questions to Help Structure a Market Analysis Distribution Systems Alternative channels of distribution? How .
