MARKET OPPORTUNITY

ANALYSIS AND
CONSUMER ANALYSIS
▫ Market Opportunity Analysis ( MOA) is a
kind of business planning that emphasizes on
discovering the future opportunities and evaluating
the company’s technological, financial and
competitive willingness to make use of them
▫  
 3

WANT BIG IMPACT?

USE BIG IMAGE.
WANT BIG IMPACT?
USE BIG IMAGE.
 Marke
ting's
done. job is
It's ab never
m o t io n out pe
. We m rpetua
c o n t in ust l
ue to i
every n n ov a
day." – te
Comst Beth
oc k

WANT BIG IMPACT?  

USE BIG IMAGE.

WANT BIG IMPACT?
USE BIG IMAGE.
WANT BIG IMPACT?
USE BIG IMAGE.
STRATEGIC MARKETING VS. TACTICAL MARKETING
STRATEGIC MARKETING OR MARKETING STRATEGY MARKETING PROCESS
(DETAILS TO BE DISCUSSED IN THE SUCCEEDING LECTURES)
IS ALSO REFERRED TO AS A CORE STRATEGY.

MARKETING ANALYSIS
IT IS COMPOSED OF MARKET SEGMENTATION,
TARGETING AND BRAND POSITIONING OR POPULARLY
KNOWN AS S T P MARKETING PLANNING

MARKETING TACTICS IS POPULARLY KNOWN AS THE MARKETING IMPLEMENTATION

4Ps.
MARKETING CONTROL

STPs AND 4Ps INFLUENCE CONSUMERS TO BUY THE

COMPANY’S BRAND RATHER THAN THE COMPETITIONS.
 9

MARKETING PROCESS
M.S. FORMULATION MUST BEGIN
BY ANALYZING EXTERNAL
FACTORS OF THE BUSINESS,
FOCUSING ON SEEKING
OPPORTUNITIES FIRST, RATHER
THAN ON THE MARKETING MIX
 COMPARISON OF SM AND TM
STRATEGIC MARKETING TACTICAL MARKETING
By: J.Go
TAKING ACTION NEAR TERM
CONCEPT BIG IDEA = BIG PICTURE
(HOW TO)

PURPOSE TO ATTAIN THE COMPANY'S OBJECTIVES TO EXECUTE THE STRATEGY

UNDERSTANDING THE FOLLOWING:

ENVIRONMENT
PROMOTING AND SELLING TO THE
ACTIVITIES INDUSTRY
CONSUMERS
CUSTOMERS
COMPETITION
BRAND
KEY CONCEPTS STP 4Ps AND 7Ps COMBINED
TIMETABLE TIMELESS TIMEBOUND

BLIND ACTION-DOING WITHOUT HAVING A

ABSENCE OF THE OTHER SIDE TOO MUCH TALKING -NOTHING GETS DONE
PLAN

IN SHORT-COMBI OF SM & ST IS NEEDED

 THE MARKETING ENVIRONMENT
▫ IT INCLUDES THE FORCES OUSIDE OF MARKETING CONSISTING OF :

MACRO-ENVIRONMENT (NATIONAL ISSUES) MICRO-ENVIRONMENT (COMPANY

ISSUES)
PESTLE TRENDS COMPANY

INDUSTRY ANALYSIS CUSTOMERS

KEY FACTORS FOR SUCCESS COMPETITION

CHANNEL, COMPLEMENTORS AND

COMMUNITIES
MACRO ANALYSIS TOOL (MAT) NO. 1 : P E S T L E

Political Black
Economic Is the color of coal, ebony, and of
Social outer space. It is the darkest color,
the result of the absence of or
Technology complete absorption of light.
Legal
Environment
 MAT NO. 2 - INDUSTRY ANALYSIS

THESE 5 INTERACTING FORCES

AFFECT THE PROFITABILITY OF AN
INDUSTRY.

THE FRAMEWORK IS UNIQUE

BECAUSE PROFIT IS AFFECTED NOT
JUST BY COMPETITIVE ACTIVITIES BUT
ALSO BY THE EXTENT OF BARGAINING
POWER OF SUPPLIERS AND
Bring the attention of your audience over a key concept CUSTOMERS.
using icons or illustrations
MAT NO. 3 – KEY FACTORS FOR SUCCESS (KFS) AND SWOT

IT IS ALSO KNOWN AS LOGIC OF

INDUSTRY (LOI) OR ECONOMICS OF
BUSINESS (EOB) – A BLUEPRINT
COMPOSED OF CONTROLLABLE AND
UNCONTROLLABLE VARIABLES CRITICAL
TO TE SUCCCESS OF A FIRM THAT
MUST BE MANAGED WELL, IN ORDER TO
ATTAIN ITS GOALS AND OUTPERFORM
COMPETITION.
 15
KFS OF SELECTED INDUSTRY (EXAMPLE :
BANKS)

CONTROLLABLE UNCONTROLLABLE Red

VARIABLES VARIABLES
Is the color of blood, and
because of this it has
IMAGE GOVERNMENT historically been
associated with sacrifice,
RESOURCES POLICIES danger and courage.
INVESTORS
EXTERNAL CRISIS
6 Cs OF MICRO ENVIRONMENTAL ANALYSIS

COMPANY CUSTOMERS

CHANNEL, COMPLEMENTORS
COMPETITION AND COMMUNITIES
 MARKETING RESEARCH PROCESS

DEFINE YOUR RESEARCH CHOOSE YOUR MARKET CREATE YOUR RESEARCH

PROBLEMS RESEARCH APPROACH DESIGN

COLLECT THE DATA INTERPRET THE DATA RECOMMEND SOLUTIONS

 18

MARKETING RESEARCH
It is an indispensable tool for marketers to
know what needs to be done.

TWO TYPES OF MARKET RESEARCH

1. Qualitative like Focus Group Discussion
Place your screenshot here

(FGD) and In-Depth Interview (IDI)

2. Quantitative Methods
 COMPARISON OF FGD’s AND IDIs 19

F G D’s IDI’s

No. of participants 7-9 per batch individual

Advantages Shared experiences Privacy: no need to be

conscious of the
Build from other in the presence of others.
room Not influenced by the
opinion of others in
FGDs Place your screenshot here

Ability to follow up
answers

Disadvantages Discussion with More time consuming

strangers in a room
Maybe influenced by Inability to share
opinions of others. experiences and build
Inability follow up from others.
replies.
 20
Quantitative research is a structured
way of collecting and analyzing data
obtained from different sources.

Quantitative research involves the use

of computational, statistical, and
mathematical tools to derive results. 
Place your screenshot here

The data collection tools for a

quantitative research are surveys and
experiments.
.
 21

Any questions?
Visit our GCs or email me at
cv.santiago0128@yahoo.com