Introduction to market Analysis & Tools.

1. Introduction to Market
Analysis and Tools
Presented By
Shahanaj Begum
Sr. Asst. Secretary R&D, BKMEA
Theoretical Part
Lecture : 13

2. Market analysis
A business that does not know its marketing
tools and path to expand, destined to fail in
future.

3. Goal of Practical Part
• To analyze potential product
• To analyze potential market

4. Why analysis the market?
The simple answer to this question is this: you cannot
make sound business decisions without first doing
marketing analysis.
This can also include all the reasons for doing market
research, as analysis can only be made once data is
collected and collated through research.
When you conduct market research, you stay updated
on the latest trends in the market, general buying
habits, changing technologies, and competitor activity.

5. What we want to see?
• What products and services your target market is
already using?
• Which businesses are using the best marketing mix
to provide these products and services?
• If there are any shortcomings in these products and
services that you can fix to gain the attention of
customers.
• What external factors apart from competition and
demand can affect the success or failure of your
business (e.g. government economic policies)?
N.B. Trainees are advised to take a look on lecture Five and Six

6. Thus we need solid data on our hands which we
can analyze to execute our product development
and marketing strategies.
• Secondary Source of Information

7. Secondary Source
• http://www.intracen.org/itc/market-info-
tools/market-analysis-tools/
• https://www.bb.org.bd/econdata/index.php
• http://epb.portal.gov.bd/site/files/9efa4995-
2501-4c9e-8ca6-8b8f7208c3a0/Statistic
• http://www.bbs.gov.bd/
• http://wits.worldbank.org/

8. International Trade Center
ITC focuses on the improvement of the ability of small
and medium enterprises to integrate them into the
world trading system. Trade Map was developed to
answer these and related questions with the objectives:
Facilitating strategic market research
Monitoring both national and product-specific trade
performance
Revealing comparative and competitive advantage
Identifying the potential for market or product
diversification
Designing and prioritizing trade development program
for both firms and trade support institutions

9. ITC …. Continued
The International Trade Centre has developed a
suite of online tools to make global trade more
transparent and facilitate access to new markets:
1. Trade Map
2. Market Access Map
3. Investment Map
4. Standards Map
5. Procurement Map and
6. Trade Competitiveness Map.

10. Collect your Own Market Data
There is always a limit to the kind of data that you
receive from these secondary sources, so you will
need solid data on of your own, which will let you
toward good estimation.
1. Observation
2. Survey
3. Focus groups and Testing

11. Situational Analysis
This is the analysis of all the factors that affect
your business. Several methods are involved in
situation analysis, the most common one being
SWOT and another is PESTEL.

12. SWOT Analysis
1. Strengths: The competitive advantage you have in the
marketplace (e.g. customer service, better access to raw
materials).
2. Weakness: All things with which your competitors are
able to grab your market share.
3. Opportunities: Unexplored market trends and
untapped market niches that waiting to be taken
advantage of.
4. Threats: Political, climatic, technological, and other
external factors that can cause a problem for your
business and get in the way of its long term goals.

13. • Politics
As governments intervene in the economy, businesses are bound to be
affected. Indeed, employment policies, tax laws, trade restrictions can impact
your business directly and indirectly, along with political stability and how
foreign markets operate.
• Economic
This is easy to understand. Macro and micro-economical economic factors
such as interest rates, exchanges rates, inflation, and disposable incomes
influence how you will manage your business at present and in the long run.
• Social
This has to do with the beliefs and culture of the society you are operating in.
Population trends, dietary considerations, ethics and media, and spend habits
are some of the factors that come under social considerations that you need
to observe in your business activity.

14. • Technological
Businesses also have to deal with production, distribution, and
communication changes imposed by new technology in order to stay
afloat in a competitive economic landscape.
• Environmental
These factors include all those that influence or are determined by the
surrounding environment.
• Legal
These factors have both external and internal sides. There are certain
laws that affect the business environment in a certain country while
there are certain policies that companies maintain for themselves.

15. An Exercise
• All trainees are requested to involve in group
work to discuss and to write the GroupWise
answer.
• Total time for the exercise is 25 minutes.
• After completing the exercise Each group has
to give a presentation before the others with
explaining the answer.

16. Any ?
Thank You