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Market and Demand Analysis-Project Management-Lecture Slides, Slides of Project Management

This lecture is part of lecture series on subject of Project Management at Tezpur University Gate. Instructor name is Rajkumari Vishaka. It includes: Market, Demand, Analysis, Situational, Characteristics, Specification, Characterization, Survey, Secondary, Information

Typology: Slides

2011/2012

Uploaded on 07/11/2012

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Market and Demand Analysis
1. Situational analysis and specification
of objectives
2. Collection of secondary information
3. Conduct of market survey
4. Characteristics of the market
5. Demand forecasting
6. Market planning
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1

Market and Demand Analysis

1. Situational analysis and specification

of objectives

2. Collection of secondary information

3. Conduct of market survey

4. Characteristics of the market

5. Demand forecasting

6. Market planning

2

Market and Demand Analysis

Inter-relationships

Situational Analysis and Specification of Objectives

Characterization of the Market

Collection of Secondary Information

Conduct of Market Survey

Demand Forecasting

Market Planning

4

2. Collection of

Secondary Information

  • General sources of secondary

information

  • Industry specific sources of secondary

information

  • Evaluation of secondary information
    • Who gathered the information and for what objective
    • Target population, sample size, terms of study etc.,

5

3. Conducting Market Survey

  • What information to be obtained through

market survey?

  • Total demand and rate of growth of demand
  • Income and price elasticity of demand
  • Motives for buying
  • Purchasing plans and intentions
  • Views about existing products
  • Unsatisfied needs
  • Socio-economic characteristics of buyers

7

4. Characterization of the

Market

  • Effective demand at present and in the past
  • Breakdown of demand
  • Price range
  • Methods of distribution and promotion
  • Consumer profile
  • Supply and competition
  • Government policy

8

5. Demand Forecasting

• Qualitative Methods

  • Jury of executive method
  • Delphi method

10

Demand Forecasting

• Causal Methods

  • Chain ratio method
  • Consumption level method
  • End use method
  • Leading indicator method
  • Econometric method

11

6. Components of Marketing

Plan

  • Current marketing situation
    • Size,competition, distribution, industry situation
  • Opportunity and issue analysis (SWOT)
  • Objectives (clear, specific and achievable)
  • Marketing strategy
    • (target segment, positioning, product line, price, distribution, sales force, sales promotion)
  • Action program (target and time)