MarketingWayStandardWork500强市场部培训材料(1)
合集下载
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
• Investigate & assess market based on five forces: 1. Competitive Rivalry 2. Immediate Buyers 3. End-Users 4. Suppliers 5. Substitutes/Risk of Entrants
Addressable Viable
Winnable
50% of all detergent containers use labels: $50M (= 100M * 50%)
Product portfolio meets 30% of customers product specs: $15M (= 50M * 30%)
Due to market factors (eg. geography, sales coverage, long-term competitive contracts), Avery Dennison is able to attain 15% of the market: $2.25M (= 15M * 15%)
For Internal Use Only
Avery Dennison Way 1.0
Market Assessment Definition
1A
• What is market assessment?
An evaluation of the business environment including industry, competitive, and customer trends to identify potential business growth,
Food
Beverage
Beer
Wine
Nonalcoholic
5
AVERY DENNISON WAY 1.0 2010
For Internal Use Only
Avery Dennison Way 1.0
Market Assessment Learning Objectives
1A
• How to define a market • How to scope and size a market • How to assess a market using the five forces analytical tool • How to identify and prioritize key market trends
Dimension #1: Understanding the Marketplace
1A
Understanding the Marketplace
Market Assessment
Segmentation & Targeting
Insights Development
2
AVERY DENNISON WAY 1.0 2010
• Classify market trends and understand indicated actions: • Act • Investigate • Monitor
Avery Dennison Implications
Avery Dennison Way 1.0
Market Definition
• Classify market trends and understand indicated actions: • Act • Investigate • Monitor
Avery Dennison Implications
Avery Dennison Way 1.0
Market Assessment Process
opportunities and threats
3
AVERY DENNISON WAY 1.0 2010
For Internal Use Only
Avery Dennison Way 1.0
Why Market Assessment is Important
1A
• Provides insights from which to formulate business strategy
How to Define a Market
1A
• Consider expanding the market definition • Make sure to identify customers’ competitors within the market definition
Range of Market Definitions
• Assess Avery Dennison’s market performance
Overall Market
7
AVERY DENNISON WAY 1.0 2010
For Internal Use Only
3 Prioritize
Market Trends
• Evaluate market trends on two criteria: 1. Significance 2. Impact on Avery Dennison
10
AVERY DENNISON WAY 1.0 2010
Performance Tape Solutions
Retail Branding and Information Solutions
Industrial Bonding
Logistics & Productivity Enhancement
The market definition is also known as the ‘Frame of Reference’ (Where do we compete?)
9
AVERY DENNISON WAY 1.0 2010
For Internal Use Only
Avery Dennison Way 1.0
• Helps employees understand the boundaries around the market we are in and where we compete
• Provides a complete picture of trends that are or may impact the business
Examples:
Narrow
Products we sell
Prime Paper
Division
Labeling & Packaging Materials
Broad
Customer needs we serve
Brand Enhancement
HVAC Tapes
Bar Code Tags
10
• Select market definition
• Determine market size
• Summarize market attributes
• Define the value chain
• Investigate & assess market based on five forces: 1. Competitive Rivalry 2. Immediate Buyers 3. End-Users 4. Suppliers 5. Substitutes/Risk of Entrants
6
AVERY DENNISON WAY 1.0 2010
For Internal Use Only
Avery Dennison Way 1.0
Market Assessment Process
1A
1
Define the Market
2
Assess Market and Fit
with Avery Dennison
• Broadens the knowledge base and expands ability to see opportunities and risks
• Allows you to stay ahead of the game and better compete
• Gives an opportunity to step back and think deeply about the growth of the business
Narrower definition of the market where customers / consumers reside and considering their buying behavior / criteria
The market where we have the strongest fit with needs and the highest likelihood of sustainable success
Avery Dennison Way 1.0
Avery Dennison Way Guide to Strategic Marketing
December 17, 2010
AVERY DENNISON WAY 1.0 2010
For Internal Use Only
Avery Dennison Way 1.0
4
AVERY DENNISON WAY 1.0 2010
For Internal Use Only
Avery Dennison Way 1.0
Market Assessment is Necessary at All Levels of the Organization
1A
• Market assessments should be done at all levels in the organization • The principles, process, tools, and outputs are the same
1A
1
Define the Market
2
Assess Market and Fit
with Avery Dennison
• Select market definition
• Determine market size
• Summarize market attributes
• Define the value chain
Explanation
Illustrative Example
The broadest definition of the market
Total
Laundry detergent market: $100M
The market we could the oretically address, filtered for target market segments
1A
Market Definition: A group of existing and prospective customers that needs a specific solution or product and has the ability and willingness to purchase that solution or product
For Internal Use Only
Avery Dennison Way 1.0
Determining the Right Market Definition
1A
How to select which definition to use?
• Assess Avery Dennison’s market performance
Overall Market
8
AVERY DENNISON WAY 1.0 2010
For Internal Use Only
3 Prioritize
Market Trends
• Evaluate market trends on two criteria: 1. Significance 2. Impact on Avery Dennison
Business
Segment
Segment
SubSegment
SubSegment
SubSegment
SubSegment
SubSegment
Illustrative Example
Consumer Packaged Goods
Could further break down sub-segment by product level
Addressable Viable
Winnable
50% of all detergent containers use labels: $50M (= 100M * 50%)
Product portfolio meets 30% of customers product specs: $15M (= 50M * 30%)
Due to market factors (eg. geography, sales coverage, long-term competitive contracts), Avery Dennison is able to attain 15% of the market: $2.25M (= 15M * 15%)
For Internal Use Only
Avery Dennison Way 1.0
Market Assessment Definition
1A
• What is market assessment?
An evaluation of the business environment including industry, competitive, and customer trends to identify potential business growth,
Food
Beverage
Beer
Wine
Nonalcoholic
5
AVERY DENNISON WAY 1.0 2010
For Internal Use Only
Avery Dennison Way 1.0
Market Assessment Learning Objectives
1A
• How to define a market • How to scope and size a market • How to assess a market using the five forces analytical tool • How to identify and prioritize key market trends
Dimension #1: Understanding the Marketplace
1A
Understanding the Marketplace
Market Assessment
Segmentation & Targeting
Insights Development
2
AVERY DENNISON WAY 1.0 2010
• Classify market trends and understand indicated actions: • Act • Investigate • Monitor
Avery Dennison Implications
Avery Dennison Way 1.0
Market Definition
• Classify market trends and understand indicated actions: • Act • Investigate • Monitor
Avery Dennison Implications
Avery Dennison Way 1.0
Market Assessment Process
opportunities and threats
3
AVERY DENNISON WAY 1.0 2010
For Internal Use Only
Avery Dennison Way 1.0
Why Market Assessment is Important
1A
• Provides insights from which to formulate business strategy
How to Define a Market
1A
• Consider expanding the market definition • Make sure to identify customers’ competitors within the market definition
Range of Market Definitions
• Assess Avery Dennison’s market performance
Overall Market
7
AVERY DENNISON WAY 1.0 2010
For Internal Use Only
3 Prioritize
Market Trends
• Evaluate market trends on two criteria: 1. Significance 2. Impact on Avery Dennison
10
AVERY DENNISON WAY 1.0 2010
Performance Tape Solutions
Retail Branding and Information Solutions
Industrial Bonding
Logistics & Productivity Enhancement
The market definition is also known as the ‘Frame of Reference’ (Where do we compete?)
9
AVERY DENNISON WAY 1.0 2010
For Internal Use Only
Avery Dennison Way 1.0
• Helps employees understand the boundaries around the market we are in and where we compete
• Provides a complete picture of trends that are or may impact the business
Examples:
Narrow
Products we sell
Prime Paper
Division
Labeling & Packaging Materials
Broad
Customer needs we serve
Brand Enhancement
HVAC Tapes
Bar Code Tags
10
• Select market definition
• Determine market size
• Summarize market attributes
• Define the value chain
• Investigate & assess market based on five forces: 1. Competitive Rivalry 2. Immediate Buyers 3. End-Users 4. Suppliers 5. Substitutes/Risk of Entrants
6
AVERY DENNISON WAY 1.0 2010
For Internal Use Only
Avery Dennison Way 1.0
Market Assessment Process
1A
1
Define the Market
2
Assess Market and Fit
with Avery Dennison
• Broadens the knowledge base and expands ability to see opportunities and risks
• Allows you to stay ahead of the game and better compete
• Gives an opportunity to step back and think deeply about the growth of the business
Narrower definition of the market where customers / consumers reside and considering their buying behavior / criteria
The market where we have the strongest fit with needs and the highest likelihood of sustainable success
Avery Dennison Way 1.0
Avery Dennison Way Guide to Strategic Marketing
December 17, 2010
AVERY DENNISON WAY 1.0 2010
For Internal Use Only
Avery Dennison Way 1.0
4
AVERY DENNISON WAY 1.0 2010
For Internal Use Only
Avery Dennison Way 1.0
Market Assessment is Necessary at All Levels of the Organization
1A
• Market assessments should be done at all levels in the organization • The principles, process, tools, and outputs are the same
1A
1
Define the Market
2
Assess Market and Fit
with Avery Dennison
• Select market definition
• Determine market size
• Summarize market attributes
• Define the value chain
Explanation
Illustrative Example
The broadest definition of the market
Total
Laundry detergent market: $100M
The market we could the oretically address, filtered for target market segments
1A
Market Definition: A group of existing and prospective customers that needs a specific solution or product and has the ability and willingness to purchase that solution or product
For Internal Use Only
Avery Dennison Way 1.0
Determining the Right Market Definition
1A
How to select which definition to use?
• Assess Avery Dennison’s market performance
Overall Market
8
AVERY DENNISON WAY 1.0 2010
For Internal Use Only
3 Prioritize
Market Trends
• Evaluate market trends on two criteria: 1. Significance 2. Impact on Avery Dennison
Business
Segment
Segment
SubSegment
SubSegment
SubSegment
SubSegment
SubSegment
Illustrative Example
Consumer Packaged Goods
Could further break down sub-segment by product level