demand analysis meaning, objectives, steps in market demand analysis,collection of information. characterization of market, methods of demand forecasting, market planning

2. DEMAND ANALYSIS
 Demand is the amount of goods that customers
are willing and capable to buy at a specific price in
specific time period.
 Demand analysis is used to identify who wants to
buy a given product, how much they are likely to
pay for it, how many units they might purchase.

3. Demand analysis is
concerned with two broad
issues:-
 What would be the aggregate demand for the
product/service?
 What share of market would the proposed product
enjoy?

4. Objectives of Demand Analysis

5. Steps in market demand analysis
Specification of
objectives
Collection of
market
information
Conducting
market survey
Characterization
of the market
Demand
forecasting
Market planning

6. Objectives may be:

7. Collection of market
information

8. Characterization of market

9. Methods of demand forecasting
Qualitative
methods
• Jury of executive opinion method
• Consumer survey method
Time series
projection
methods
• Trend projection method
• Moving average method
Casual methods
• End use method
• Consumption level methods

10. Market planning
• mission
• Corporate objectivesDefining the business
• Marketing audit
• SWOT analysis
Analysing the current
situation
• Marketing objectives and strategies
• Forecast the expected results and create alternate
plans
Strategy formulation
• Marketing budget
• Implementation and evaluation
Resource allocation and
monitoring

11. THANK