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"...This is an excellent program. I'm so glad that I stumbled on to this when researching for task management programs. Very low learning curv, quite flexible, and the price is right. Tried at least 20 other programs, either too complicated, too expensive, or poor documentation..."
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Market Study Checklist

 

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Market Study Checklist This Market Study Checklist will be helpful to corporate marketers who need to study the situation on the market. Using this checklist you will learn what items a Market Study includes and market areas you will need to study the most likely.


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1. The attributes of Market Study:

  • Customer and performer of the market study;
  • Objectives of the market study;
  • Business problems to be addressed with a help of results of the market study;
  • Types of recommendations and solutions to be delivered after the study;
  • The benefits to be obtained by learning results of the study;
  • Methods of data collection and methods of data interpretation;
  • Procedure for data analysis and decision-making;
  • A template or document to summarize and deliver results of the study;

2. Areas to be studied:

  • The Structure of the Market:
    • Market size and key market sectors;
    • Branding (market brand shares);
    • Seasonality of market;
    • Level of competition (a fair one or somehow regulated);
    • Presence of tariff barriers or other regulations;
    • Shares by channels of distribution;
  • Industry Profile:
    • Current size of industry and its growth potential;
    • Seasonal industry trends;
    • Economic trends and government policies;
    • Preferred distribution channels;
    • International relations;
    • Norms on profitability;
    • Taxation (stimulant or suppressing);
    • Level and share of innovative technologies;
  • Marketing Environment:
    • Balance of trade, imports, exports;
    • Number of present sellers;
    • Competitors;
    • Demographics;
    • Trends in pricing;
    • Governing;
    • Inflation;
    • Logistics;
    • Corruption;
    • GDP per capita;
    • GDP growth;
    • Saturation;
  • Customer Profile:
    • Shares by age and gender;
    • Income levels;
    • Motivational patterns;
    • Lifestyle, ambitions and life expectations;
    • Social problems;
    • Spending habits and patterns;
    • Housing and transport;
    • Education levels;
    • Marital status;
    • Bulk or seasonal buying;
    • Preferred source of obtaining new information;
    • Buying methods preferred (in person, by catalog, by phone, or on the Web);
  • Competitive Profile:
    • Main brands and suppliers;
    • Strengths and weaknesses;
    • Market niche;
    • Time in business;
    • Pricing;
    • Level of service;
    • Advertising and marketing approaches;
    • Annual sales;
    • Revenue history;
    • Strategies used;
    • Images of brands and products;
    • Consumer awareness;
    • Sources of materials, inventory and services;
  • Distribution:
    • Preferred payments types (cash/credit);
    • Preferred payments methods (bills, bank transfers, electronic methods, etc);
    • Distribution network (type, branching, spread, structure);
    • Distribution marketing;
    • Ordering and stocking;
    • Distribution levels;
  • Products and Services (their level of competitiveness):
    • Packaging standards;
    • Customer satisfaction;
    • Product life cycle;
    • Availability and accessibility ...


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