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Der er er mange penge at hente ved at tage Kapacitetsregnskabet i fleksibilitetsstyringens tjeneste - fordi det giver sikker vejledning om, hvor de ikke udnyttede indtjeningsmuligheder befinder sig, og hvor de saneringsmodne tabskilder skjuler sig.

Få et fast greb om ledelse med resultatbudgetter opbygget efter Kapacitetsregnskabs modellen, hvor ansvaret lægges på de rette skuldre og fremmer det motiverende og kreative samarbejde i ledergruppen.


 
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Skriv en Markeds Analyse der glimter PDF Udskriv E-mail
Tuesday 28. October 2008

Når du har undersøgt markedet for din Business Plan, ønsker du at informere dine omgivelser om denne viden lil læseren af din plan. Tænk over hvem der skal læse planen når du skriver og forestil dig personen sidde overfor dig ved bordet. Brug et dagligdags sprog med klare og præcise forklaringer. Dybde og detaljeringsgrad bestemmes meget af hvilken type plan der er tale om. Du behøver ikke at supplere med et totalt dybdegående studie hvis rapporten er for internt brug og alle i dit team kender markedet ind og ud  i detaljer. Måske blot opremse typen af kunder, som du vil tiltrække og den del af byen som du betjener. Markeds Analyse afsnittet i en  Business Plan er det afsnit, der bruger flest externe data hvorimod de fleste andre afsnit bruger interne informationer fra din egen virksomhed.

Et godt vink vedrørende detaljerings grad. Husk at planlægning handler om støtte dig med at træffe gode og lønsomme beslutninger, at fokusere bedre på væsentligt og uvæsentligt og at støtte ved prioriteringer. En nyttig Business Plan behøver nødvendigvis ikke at indeholde en Markeds Analyse som kunne være udført af en Ph.D. kandidat i Market Research. Det handler ikke om at teste dine kundskaber og læseren ved godt, at din ekspertise ligger på andre steder. Hvis du ønsker at nogen skal financiere eller investere i din virksomhed - så er dette afsnit stedet, hvor du skal vise at du kender dine produkter og branchen - men husk ikke at overdrive.  Hvis det er en intern plan uden externt publikum men blot dit eget team, behøver du blot at foretage den nødvendige og tilstrækkelige analyse som tilfredsstiller, at du ikke mangler væsentlige nøgleområder.

Husk at værdien af information bestemmes af den virkning den har på beslutningstager - gør den det nemmere at forklare eller at forstå meningen eller betydningen. Hvis en information ikke hjælper til bedre beslutninger er den unødvendig og vil bare sløre billedet - så glem den og gå videre med næste punkt. 

Begynd med et Markeds resumé

Dit markedsafsnit skal begynde med et enkelt resume. Beskriv i generelle vendinger de forskellige målgrupper af kunder, som er omfattet af din markeds analyse. Beskriv kort hvorfor du netop har valgt at beskrive disse som målgrupper. Du skal også omtale den forventede bestand af kunder samt din forventning til fremtidig vækst, kildehenvisning til officielle vækstprognoser hvis det er tilgængeligt.

Forestil dig  at dette punkt skal vedlægges en låneansøgning til banken eller være et selvstændigt kort resume, som du behøver som et selvstændigt resume af resten af afsnittet. Hvilken information ville da være mest vigtig såfremt du kun måtte beskrive en enkelt egenskab vedrørende dit marked ?  En god idé er at vente med at skrive dette punkt indtil du er færdig med hele afsnittet. Gå så tilbage hertil og skriv alle hovedpunkterne.

Explain Your Segmentation

Make sure to explain and define the different segments, particularly since you refer to them and they are the basis of your strategy.

  • What distinguishes small business from large business, if this is part of your segmentation?
  • Do you classify them by sales, number of employees, or some other factor? I've seen segmentations that define customers by the channels they buy in, as in the retail customer compared to the wholesale or direct customer, also compared to the Internet download customer.
  • Have you defined which segment is which, and why ?

As you deal with segmentation, you should also introduce the strategy behind it and your choice of target markets. Explain why your business is focusing on these specific target market groups.

  • What makes these groups more interesting than the other groups that you've ruled out?
  • Why are the characteristics you specify important?

This is more important for some businesses than others. A clothing boutique, for example, might focus on one set of upper-income customers instead of another for strategic reasons. An office equipment store might focus on certain business types whose needs match the firm's expertise. Some fast-food restaurants focus on families with children under driving age. Strategy is focus; it is creative and it doesn't follow prewritten formulas.

Explain Market Needs, Growth, and Trends

All marketing should be based on underlying needs. For each market segment included in your strategy, explain the market needs that lead to this group's wanting to buy your service.

  • Did the need exist before the business was there?
  • Are there other products or services or stores that offer different ways to satisfy this same need?
  • Do you have market research related to this market need?

It is always a good idea to try to define your retail offering in terms of target market needs, so you focus not on what you have to sell, but rather on the buyer needs you satisfy. As a shoe store, for example,

  • are you selling shoes or are you satisfying the customer needs for covered feet?
  • Are there really underlying needs, such as style and prestige for fashion footwear, or padding for runners, or jumping for basketball players, that relate to selling shoes?
  • Are kids buying status with their basketball shoes?

Understand and explain market trends.

  • What factors seem to be changing the market or changing the business?
  • What developing trends can make a difference?

Market trends could be changes in demographics, changes in customer needs, a new sense of style or fashion, or something else. It depends on what business you are in.

For example, a building supply store might note the trend toward remodeling older homes instead of buying new homes, or a trend toward more rooms in larger houses, despite smaller families, because of home offices, dens, and exercise rooms.

A grocery store might note a trend toward Asian foods or spicier foods, or toward fresher, healthier foods, or development of a new shopping area in a different part of town.

A medical supplies store might note demographic trends, as baby boomers age, leading toward more need for estate planning and retirement planning. Look to market trends as a way to get ahead of the market, to know where it is going before it gets there.

You should also understand and explain market growth in each segment. Ideally you cite experts -- a market expert, market research firm, trade association, or credible journalist.

Sidst opdateret ( Thursday 09. February 2017 )
 
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