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1. Information
– Fire & Safety procedures
– Toilets
– Refreshments
– Mobile Phones
– WAG supported
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2. Aims of Module 2
• Provides an introduction to the marketing process.
• Outlines the key information you need to know about your customers.
• Describes how to determine market size, and identify trends in the market
place.
• Identifies external influences in the market place and how they can affect a
business.
• Outlines the key information you need to know about your competitors.
• Describes how to research your market using primary and secondary
research methods.
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3. Introductions
• Who am I?
• Who are you?
• What is the name of your business?
• How long have you been trading?
– If not trading yet, proposed start date?
• What do want to learn from today, what is
your objective for this session?
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4. 2.1 The Marketing Process
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5. 2.2 What You Need
To Research
Market Marketing
Research Strategy
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6. 2.3 Marketing Strategy
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7. 2.4 Contents of a
Marketing Plan
The Market Research Marketing Strategy
• Market Size & Trends • Marketing Objectives
• Market Environment – Product
• Customers – Price
• Competitors – Place
• SWOT – Promotion Marketing
Mix
• Sales Forecast
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8. 2.5 Market Size & Trends
Expressed in terms of
– Total amount spent annually
– Size of target markets
– Units sold in market place
– Market Gap
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9. Exercise 2.6
The Market
What is the size of your
market?
Refer to Page 8
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10. 2.7 Market Size & Trends
Examples
– Seasonal
– Fashion
– Increase/decrease in demand
– Change in attitudes
– Environmental concerns
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11. Exercise 2.8
The Market
What are your market
trends?
Refer to Page 9
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12. 2.9 Market Environment
SWOT Analysis
•Strengths •Weaknesses
Internal
•Opportunities •Threats
External
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13. 2.9 PEST Analysis
•Political/ Government
•Economic
•Social
•Technological
•Legal
•Environmental
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14. 2.10 Market Environment
Identify which PEST
factors will affect your
business
Refer to Page 11
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15. 2.11 Know Your Customers
1: Identify target market or customer groupings
2: Developing a customer profile by target
market/customer group
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16. 2.11 Or in other words
1: Who are they?
2: What are they?
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17. 2.12 Market Segmentation
Market Research Marketing Strategy
Customers
Market
Segmentation
Target
Market
Customer
Groupings
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18. 2.12 Market Segmentation
• Market as a whole
Divide the total
market into
distinctive groups
with common
characteristics or • Market subdivided
similar needs and
wants
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19. 2.12 How to segment a
market
Consumer Market Commercial Market
•Age/ Gender •Business type
•Location •Industry sector
•Occupations •Location
•Income •Number of employees
•Lifestyle •Company turnover
•Product use
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20. 2.12 What are they…
Factors
•Demographics
•Geographical
•Behavioural
•Psychological
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21. 2.13 Consumer (People) Market Profile
Demographics Behavioural Geographic Psychological
•Age •When and how •20 mile radius •Social class
•Gender often do they •District council •Lifestyle
•Occupation buy? •Wales/ UK •Attitudes
•Income levels •How much do Ireland •Interests
they spend? •Europe/ •Needs/ Wants
•Buying motives Worldwide
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22. 2.14 Commercial Market
Profile
Demographics Behavioural Geographic Psychological
•No. of ‘ees •When and how •Wales •Innovative
•Turnover often do they •UK •Socially
•Services/ buy? •Europe responsible
product offered •How much do •Worldwide •Financially
•Sector they spend prudent
•Buying motives •Expect credit
•Needs/ Wants
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23. 2.15 Customer Buying
Motives
•Quality
•Speed of service
•Guarantee
•24 hour service
•Price
•Choice
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24. Exercise 2.16
Your customer profile
What is your customer
profile?
Refer to Page 17
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25. 2.17 Competitors –
What you need to know
• Who?
COMPETITORS • How many?
• Where?
• Products offered?
• Strengths?
• Weaknesses?
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26. Exercise 2.18
Competitor’s Information
Who are your competitors
and what do you know
about them?
Refer to Page19
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27. 2.19 What You Need To
Research
Market Marketing
Research Strategy
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28. 2.20 Types of Market Research
What and How?
Market Size &
Trends
Primary
Market Research
Environment
Customers Secondary
Research
Competitors
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29. 2.20 Before You Start…
• What information is required
• Identify search methods
• Set a timeframe for the research
• Establish the research budget
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30. 2.21 Primary Research
(Examples)
Research Advantages Disadvantages
Technique
Personal •Greater flexibility •Time consuming
Survey •Can observe body •Expensive
language •Respondents
•High response rate have little time
to think
Internet •Total flexibility in •Must have PC
questions asked •Must be PC
•Good response literate
•Cheap/ free •No interaction
•Select (loss of personal
respondents rapport)
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31. 2.21 Primary Research
(Examples)
Research Advantages Disadvantages
Technique
Telephone •Flexible •Loss of personal
•Research those who wouldn’t rapport
give personal interviews •May give rise to
inappropriate
response
Postal •Cheap •Low response
•Respondents have more time •Limited
to think information
obtained
•Cannot clarify
answers
Observation •Real picture •Time consuming
•Sit and watch
•Own observation not others

32. 2.22 Questionnaires (Do’s and Don’ts)
Do Do Not
•Select respondents •Use jargon
carefully
•Ask double- barrelled
•Be precise questions
•Keep questions in a •Ask too many
logical order questions
•Put easy and •Ask leading, biased or
interesting questions emotive questions
at the beginning
•Ask questions beyond
•Test the the respondent
questionnaire memory span
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33. 2.23 Secondary Research
(Examples)
Consumer Market Commercial Market
•Census •Yellow pages-
www.yell.com
•Mintel reports
•Kompass & Kelly’s
•Key Note reports
directories
•Socio- economic
•Databases
audits
•Trade Associations
•Household
expenditure survey •Companies House-
Limited Companies
•Internet
•Dunn & Bradstreet
•ONS
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34. 2.24 Planning the research
• Ask yourself
• What info do you require?
• What methods are you going to use?
• Timeframe?
• Budget?
• How will you analyse the results?
• How will you use the results?
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35. 2.25 Market Information Sources
• Company and trade
• Statistics
• BOP
• Trade magazines
• Newspapers
• Government
Publications
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36. 2.26 Research Planner
Exercise Page 27
Information Research Method/ When Cost
Required Source
Market
Size/
Trends
Market
Environment
Customer
Information
Competition
Other
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37. Any Questions?
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