Market Analysis Overview

Definition: The process of assessing market conditions to identify opportunities and threats.
Key Components:
- Industry Analysis: Research on industry trends, growth potential, and market size.
- Target Market Identification: Defining specific segments based on demographics, psychographics, and behaviors.
- Competitor Analysis: Evaluating competitors’ strengths, weaknesses, market share, and strategies.
- SWOT Analysis: Identifying internal strengths and weaknesses, along with external opportunities and threats.

Definition: Study of how individuals make purchasing decisions and the factors influencing these decisions.
Key Factors:
- Psychological: Motivation, perception, beliefs, and attitudes.
- Social: Family influences, reference groups, and social status.
- Cultural: Culture, subculture, and social class impact on preferences.
- Economic: Consumer income and economic conditions affecting purchasing power.
Buying Process Stages:
1. Problem recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behavior

Definition: Marketing efforts using digital channels to reach and engage consumers.
Key Components:
- Search Engine Optimization (SEO): Improving website visibility in search engines.
- Content Marketing: Creating valuable content to attract and retain customers.
- Social Media Marketing: Utilizing platforms (e.g., Facebook, Instagram) to engage with audiences.
- Email Marketing: Sending targeted emails to nurture leads and encourage conversions.
- Pay-Per-Click (PPC): Online advertising model where advertisers pay each time their ad is clicked.

Definition: Techniques to create and manage a brand’s identity and reputation.
Key Strategies:
- Brand Positioning: Differentiating a brand from competitors in the consumer's mind.
- Brand Equity: Building value through brand awareness, loyalty, and perceived quality.
- Brand Extension: Launching new products under an existing brand name to leverage brand equity.
- Visual Identity: Developing logos, color schemes, and design elements that represent the brand.
- Emotional Branding: Connecting with consumers on an emotional level to foster loyalty.

Definition: A marketing model that illustrates the customer journey from awareness to purchase.
Stages of the Sales Funnel:
1. Awareness: Attracting potential customers through marketing efforts.
2. Interest: Engaging prospects by providing relevant information.
3. Consideration: Nurturing leads to evaluate products/services.
4. Intent: Indicating that the customer intends to purchase.
5. Purchase: Finalizing the transaction.
6. Loyalty: Post-purchase engagement to encourage repeat business.
Metrics: Monitoring conversion rates at each stage to optimize marketing strategies.

Process of evaluating market conditions to pinpoint opportunities and threats.
Industry Analysis: Investigates trends, growth potential, and overall market size.
Target Market Identification: Segments markets according to demographics, psychographics, and consumer behaviors.
Competitor Analysis: Involves assessing competitors’ strengths, weaknesses, market shares, and strategies.
SWOT Analysis: Method of identifying internal strengths and weaknesses alongside external opportunities and threats.

Study of individual purchasing decisions and influencing factors.
Psychological Factors: Includes motivation, perception, beliefs, and attitudes that drive consumer choices.
Social Factors: Examines influence of family, social groups, and individual social status on buying behavior.
Cultural Factors: Considers how culture, subculture, and social class shape preferences.
Economic Factors: Looks at consumer income levels and economic conditions affecting purchasing capacity.
Buying Process Stages:
- Problem recognition: Realizing a need or desire.
- Information search: Seeking information about solutions.
- Evaluation of alternatives: Comparing various options available.
- Purchase decision: Making the final choice to buy.
- Post-purchase behavior: Evaluating the purchase experience and satisfaction.

Marketing activities that utilize digital channels to connect with consumers.
Search Engine Optimization (SEO): Enhances visibility and ranking in search engine results.
Content Marketing: Focuses on creating valuable, relevant content to attract and keep customers.
Social Media Marketing: Engages consumers through platforms like Facebook and Instagram.
Email Marketing: Targets specific customers with tailored emails to drive lead nurturing and conversions.
Pay-Per-Click (PPC): Advertising model where cost is incurred each time an ad is clicked.

Techniques used to develop and manage a brand’s identity and public perception.
Brand Positioning: Establishes a brand’s unique place in the consumer's mind relative to competitors.
Brand Equity: Builds brand value through awareness, customer loyalty, and perceived quality.
Brand Extension: Introduces new products under an established brand to maximize existing brand strength.
Visual Identity: Creation of logos, color schemes, and design elements that effectively convey the brand.
Emotional Branding: Aims to connect with consumers on an emotional level to enhance loyalty.

Marketing framework illustrating the customer journey from initial awareness to final purchase.
Stages of the Sales Funnel:
- Awareness: Attracting potential customers through marketing initiatives.
- Interest: Engaging prospects with relevant information to pique their interest.
- Consideration: Assisting leads in evaluating the products or services available.
- Intent: Indicating a consumer's intention to make a purchase.
- Purchase: Completing the transaction successfully.
- Loyalty: Following up post-purchase to encourage repeat business.
Metrics: Assessing conversion rates at each funnel stage helps improve marketing tactics.