Analysis of marketing activities
Questions: Meaning and analysis tasks of marketing activities. Analysis of demand for products and a portfolio of orders. Risk assessment of unclaimed goods. Analysis of pricing policies. Analysis of competitiveness.
Meaning and analysis tasks of marketing activities
In a market production should be focused on consumers and competitors, enterprises must flexibly navigate, ie to adapt to changing market conditions. Prior to the planning of production, the formation of production capacity, the company should know what products, how much, where, when and at what price to sell. To do this, examine the demand for products, markets, capacity markets, actual and potential competitors, potential buyers the opportunity to organize production at a competitive price, the availability of the necessary material resources, the availability of personnel necessary qualifications. Depend on final financial results, the reproduction of capital, its structure, and, as a consequence, the financial stability of the enterprise. The main tasks of marketing analysis:
- The study of the demand for products, markets, study plans, production and sales of the corresponding volume and assortment;
- Analysis of the factors shaping the elasticity of demand for products;
- Risk assessment unclaimed goods;
- Assessment of the competitiveness of products and seeking to increase its level of reserves;
- Development of strategies, tactics, techniques, and tools to generate demand and sales promotion of products;
- Evaluation of the effectiveness of production and marketing.
With the help of market research is constantly searching for new markets, new customers, new applications of traditional products, the company can ensure the highest level of income.
Analysis of demand for products and a portfolio of orders
The main purpose of marketing analysis - the study of demand for products and a portfolio of orders. From the portfolio of orders dependent production capacity and the extent of its use. If demand for products falls, the order backlog is reduced accordingly, ie there is a decline in production, rising production costs, losses and the company may go bankrupt.
Demand - is an economic category, which characterizes the amount of goods that the consumer is willing and able to buy at a certain price for a certain period of time in a particular market.
The level of demand is influenced by:
- The price of the proposed product;
- The quality of the goods;
- Income buyers;
- Consumer preferences;
- Saturation of the market;
- Interest rates on deposits.
The sensitivity of demand to price changes is measured by the coefficient of price elasticity, which is calculated by dividing the percentage change in quantity demand a certain type of goods on the percentage change in the price of goods.
The sensitivity of demand for the product when changing consumer income ratio characterizes the income elasticity of demand, which is calculated by dividing the percentage change in quantity demand a certain type of goods on the percentage change in income buyers.
Demand is considered elastic, if the value of these coefficients greater than 1, and inelastic demand, if the coefficient is less than 1. If the elasticity coefficient is 0, the demand is considered absolutely inelastic, with no price change does not entail a change in demand for the products.
When the elasticity is equal to one, it means that the growth rate of demand is equal to rate of decline in prices. Price increase with a decrease in sales is effective as long as the value of additional income per unit of output exceeds the additional costs per unit of output. Using the method of correlation analysis can predict the degree of dependence of demand factors studied.
Risk assessment unclaimed goods
The risk of unclaimed goods arises due to the failure of consumers to buy it. He is determined by the potential for material and moral damage to the company. Every company needs to know the amount of loss, if any of the products will be unrealized.
To avoid the consequences of risk unclaimed goods, it is necessary to examine the factors of its occurrence to find ways to avoid or minimize losses.
- Properly compiled forecast demand for products serving businesses;
- Incorrect pricing in the markets;
- Reducing the competitiveness of products as a result of low-quality raw materials, equipment, backward technology, low-skilled personnel;
- Inefficient organization of the sales process and advertising products.
- Insolvency of buyers;
- An increase in interest rates on deposits;
The risk of unclaimed goods may be surmountable and insurmountable. If the additional cost of design, design changes, advertising and packaging exceed the amount of revenue to cover them, then they are economically impractical.
The risk can be detected on the pre-production, production and post-production stages.
Greater effect is attained if the risk is detected on the pre-production stage. Then the economic damage will include only the cost of market research, product development. When it is detected on the production and post-production stages, it can seriously undermine the financial condition of the company. In the amount of damages, in addition to the above costs include the costs of training, development, manufacture and marketing of products partially. Depending on the time of detection of risk management decisions may be different. In the first period can not begin to manufacture this product, replacing it with another. In the second period, you can make significant changes in the design, construction, price of the product and thus promote it to market. In the third period, you need to think about how you can avoid bankruptcy as unclaimed products are a direct loss to the enterprise. Each item should be made only when there is demand for them, supported by applications or contracts for its supply.
Analysis of pricing policy
One of the most significant areas of marketing analysis is the pricing policy of the enterprise in the commodity markets. Prices provide the company planned income, competitiveness of products and the demand for it. The pricing policy is that the company sets the prices at this level, and so changes them depending on the situation on the market to achieve short-term and long-term goals.
Important questions in the study of the pricing policy of the enterprise:
- Establishing the extent to which prices reflect the level of costs;
- What is the likely reaction of buyers to price changes?
- Whether the policy of supporting prices;
- Whether the prices are attractive enterprise in comparison with the prices of competitors;
- The different pricing policies in the enterprise on the pricing policy of competitors;
- How the company when changing the prices of competitors;
- What is the state policy in the pricing of similar products?
The analysis of the competitiveness of products
Competitiveness - a characteristic product, which shows its difference from competing products both in the extent to which specific public need and cost to its satisfaction. During the analysis examines the needs of the customer and market requirements. Goods to satisfy the needs of the buyer, it must meet certain criteria:
- Technical (by appointment);
- Ergonomic (conformity to the properties of the human body);
- Aesthetic (appearance);
- Regulations (compliance with certain standards);
- Economic (the price level of goods, sales of his service, the amount of funds available to the consumer).
An important way to improve the competitiveness of products - improving the process of movement of goods, trade organization, servicing customers, advertising products, which are powerful tools to stimulate demand.
Questions for self-control
1. What is the significance analysis of marketing activities?
2. What are the problems of the analysis of marketing activities.
3. What is the purpose of marketing analysis?
4. What is the demand?
5. The concept of elasticity of demand.
6. What are the factors that affect the level of demand.
7. Internal risk factors unclaimed goods
8. External causes risk of unclaimed goods.
9. Define and irresistible avoidable risk.
10. The essence of the pricing policy of the enterprise.
11. What is competitiveness?
12. What are the parameters that must be satisfied goods.
13. What is one of the most important ways of increasing the competitiveness of products?