Deep market analysis
Budget £20-250 GBP
Job Description:
Here are the details:
The assignment
The assessment asks you to analyse a particular market :UK fiction book market. The form of the portfolio is a text document (MS Word), which follows the following content structure:
-Title page
-Market overview
Market volume calculation
Trend analysis
-Market segmentation
Defining segments, comparing them
Choosing segment/segments for targeting
-Competition analysis
Defining main players of the market
Classifying and rating competitors
-Dissecting a market strategy of a chosen market player
Product strategy
Pricing strategy
Promotional strategy
Place strategy
-References
-Appendices
- Assessment criteria:
1. Market overview is evaluated on a scale of 0-12% based on the following criteria:
a. The market is defined correctly; no term confusion is present; the boundaries of the market are clear; information is structured and visualized in a value-adding way.
b. Market volume calculation is present; the chosen calculation method is clear and correct; every source of data used for calculation is cited correctly; 1 or more alternative market volume calculation is presented; triangulation of the indicator is presented and clearly explained.
c. Trend analysis is present; the chosen analysis method is clear and correct; every source of data used for the analysis is cited correctly; 2 or more trends are presented; a comparison of trends is present based on clearly described selected criteria (e.g. importance, impact, pace, or others).
2. Market segmentation is evaluated on a scale of 0-12% based on the following criteria:
a. 3 or more market segments are defined correctly; no term confusion is present; the segmentation criteria are described clearly and are fully justified; all segments are named in a way that clearly describes which consumer they relate to; information is structured and visualized in a value-adding way.
b. There is a clear indication which 1 or more segments are chosen for further analysis; this choice is described clearly and is fully justified; every source of data used for calculation is cited correctly.
3. Competition analysis is evaluated on a scale of 0-12% based on the following criteria:
a. 5 or more main competitors are defined correctly; the choice of competitors is justified; the types of competitors are indicated clearly and correctly; every source of data used for this task is cited correctly.
b. 3 or more comparison criteria for competitors are clearly described; sufficient arguments are present for the choice of these criteria; the competitors are correctly analysed using the chosen criteria; every source of data used for this task is cited correctly; information is structured and visualized in a value-adding way.
4. Market strategy analysis is evaluated on a scale of 0-12% based on the following criteria:
a. At least the following strategy elements for the market player’s Product strategy are clearly described and their benefits and/or risks are correctly analysed: product portfolio; packaging/appearance; product (portfolio) lifecycle. All information sources used for this task are cited correctly.
b. At least the following strategy elements for the market player’s Pricing strategy are clearly described and their benefits and/or risks are correctly analysed: pricing strategy; use of sales promotion (give-aways, discounts, etc.). All information sources used for this task are cited correctly.
c. At least the following strategy elements for the market player’s Promotion strategy are clearly described and their benefits and/or risks are correctly analysed: use of advertising, PR, sales promotion, direct sales. All information sources used for this task are cited correctly.
d. At least the following strategy elements for the market player’s Place strategy are clearly described and their benefits and/or risks are correctly analysed: supply chain used; online and offline retail analysis. All information sources used for this task are cited correctly.
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