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Market Analysis - Activity

This Activity is designed to give you the opportunity to conduct a market analysis on a business using the PowerPoint Presentation [244 KB] and Mind Map as guides to help you. Look at these resources first and ensure that you understand the meaning of the key terms.

Task

A Sainsbury's supermarket

Image: Will you conduct a market analysis of Sainsbury's or some other company?

Go to the Business Profiles section of Biz/ed. Choose one company and conduct a market analysis of that company. (If you do not like the look of any of the companies in this section, you can choose one of your own!) Some of the answers will be given within the Company Profile; you may also need to go to the company's Web site for more information. You may need to do a bit of thinking to make some deductions as a result of what you have read, so do not expect to find all the answers done for you!

You will need to consider the following points:

  • Give a clear definition of the marketing function - what does it aim to do?
  • In the light of the definition above, how does market analysis help to meet the aims of the marketing function?
  • What would you classify the company's market position to be? Justify your answer.
  • What are the key marketing objectives of the company?
  • In your view, does the marketing strategy adopted by the company appear to help them to meet these objectives?
  • What are the main market segments the company appears to be aiming at?
  • What type of market structure does the company operate within - how do you think that might affect their marketing strategies?
  • Try to find out what market share the company has in its market. What are the marketing implications of this information for the company?