BSBMKG507A Lecture Resources

BSBMKG507A Interpret market
trends and developments

Session 1
2012 Innovation and Business Industry Skills Council Ltd.
Purpose of this presentation

At the end of this session, you should know how to:
use statistical analysis of market data to interpret
market trends and developments

analyse market trends and developments to determine
impact on the business

analyse and interpret quantitative and qualitative data to
analysis comparative market information

analyse market performance of potential competitors.
Group activity research and

discussion
Company annual report for statistical analysis of data:
use the internet to access company annual reports
for example: National Australia Bank (NAB)
<http://www.nab.com.au/wps/wcm/connect/
nab/nab/home/About_Us/20/3/>.
Activity research and

discussion
WeCare case study:
central tendency
dispersion.

discussion
Study statistical analysis vehicle industry:
Access Federal Chamber of Automotive Industries
(FCAI) <http://www.fcai.com.au/sales>.
Impact of market trends and

developments
Changes in technology
Business strengths
Demographic trends
Business weaknesses
Ecological and
Business opportunities
environmental trends
Supplier prices
Business threats
Organisations need to continually analyse

market trends and developments to
prepare for their potential impact
Identify potential opportunities

or threats
Analysing the market performance of existing and
potential competitors and their products or services, can
identify potential opportunities or threats.
SWOT analysis.
Understanding competitors and their performance enables

our organisation to stay ahead of the game

discussion
Market trends and developments vehicle industry
Access Federal Chamber of Automotive Industries
(FCAI) <http://www.fcai.com.au/sales>.
Comparative market data

Quantitative interpretation of comparative market data
includes:
conversion rate of leads to sales
mean, mode, median
average order value
average response rate.
Data analysis and interpretation provide

essential information for organisations to
plan strategies for viability and success
Qualitative analysis of
comparative market information
Comparative market analysis provides insight into the
market.
What are our competitors doing?
How are we positioned within the market?

How do our products and service compare?
Understanding our competitors is important

to increase our business strength
Progress check
You should now know how to:
use statistical analysis of market data to interpret
market trends and developments

analyse market trends and developments to determine
impact on the business

analyse and interpret quantitative and qualitative data to
analysis comparative market information

analyse market performance of potential competitors.

discussion
Data to understand impact of competition:
Wecare case study.

Comparative market data existing and
potential customers:
Newell Rubbermaid & Tupperware.
Discussion
What questions do you have?

Session 2

analyse performance data to determine success of
marketing activities
identify over-performing and under-performing
products and services

forecast existing and emerging market needs.
Analyse performance data

When analysing performance data we need to
consider all areas of the business to determine
success of marketing activities.
Qualitative data consists of:
interview and observation notes
written documents and reports.
Analysing qualitative data is a subjective process...
Redevelop or withdrawal
Indentifying over-performing and underperforming products and services presents
valuable information for consideration of:
redevelopment of product or service
withdrawal of product or service.
An organisation needs to offer customers

the products and services they expect

discussion
McDonalds: identify underperforming products and
services.
Access McDonalds annual report 2008.
<http://en.wikipedia.org/wiki/McDonald's>.
Forecasting techniques
Forecasting existing and emerging market needs
relies on available information provided from
utilising forecasting techniques.
These include:
quantitative methods
qualitative methods.
Forecasting provides insight and understanding
of market trends and developments

discussion
Forecasting techniques Seaside Caravan Park:
Assess data supplied.

discussion
2006
2007*
2008
2009
2010
2011
Park Capacity
400
400
400
400
450
450
Existing Bookings
300
310
320
330
Sites booked from

drive-in visitors for the
period 26 December
till 2 January
65
30
76
70
Bookings from
families
25
10
26
24
Bookings from couples
38
22
45
42
Bookings from
individuals
* In 2007 the weather over the period was unexpectedly cold with huge storms.
Discussion
As a group discuss the content of this session.
Progress check
analyse performance data to determine success of
marketing activities
identify over-performing and under-performing
products and services

forecast existing and emerging market needs.

Session 3

prepare, plot and interpret data for visual
presentation
assess visual presentation for potential problems
and implement corrective action

report on analysis of market data.
Interpret data for visual

presentation
The visual presentation of data needs to ensure your
information is easily understood and clearly conveys the
results of your analysis.
tables
charts
graphs.
Data needs to be clear and correct; effective visual presentation
will ensure the meaning of the data is communicated

discussion
Interpret data:
Access the NAB 2009 annual shareholder report
<http://www.nab.com.au/NABGroup/archives/
annual-reports/Shareholder-Review-2009.pdf>.
Assess visual presentation

It is imperative to assess visual presentation
for potential problems and take any necessary
corrective action.
Review visual presentation.
Clarify and correct confusing or incorrect
visual presentation.
Visual presentation of market data can effectively
communicate report conclusions and recommendations

discussion
Good and bad visual presentations.
Research and comment.
Market data report

A report on analysis of market data needs to meet
organisation requirements.
Aspects that need to be considered:
content
format
level of detail
scheduling.
Reports are required to communicate ideas and information
clearly and concisely to ensure effectiveness...

discussion
Discuss purpose of report.
Report structure standard business format.

discussion
Title Page
Executive Summary
Acknowledgements
Introduction and Terms of Reference
Methodology
Results
Discussion and Analysis
Conclusions
Recommendations
Appendices
Discussion
As a group discuss the content of this section
Progress check
prepare, plot and interpret data for visual
presentation
assess visual presentation for potential problems
and implement corrective action

report on analysis of market data.

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BSBMKG507A Interpret market

trends and developments

Purpose of this presentation

market trends and developments

impact on the business

analysis comparative market information

Group activity research and

2012 Innovation and Business Industry Skills Council Ltd.

Activity research and

2012 Innovation and Business Industry Skills Council Ltd.

Activity research and

2012 Innovation and Business Industry Skills Council Ltd.

Impact of market trends and

Organisations need to continually analyse

Identify potential opportunities

Understanding competitors and their performance enables

Activity research and

2012 Innovation and Business Industry Skills Council Ltd.

Comparative market data

Data analysis and interpretation provide

How are we positioned within the market?

Understanding our competitors is important

market trends and developments

impact on the business

analysis comparative market information

Activity research and

Wecare case study.

2012 Innovation and Business Industry Skills Council Ltd.

What questions do you have?

2012 Innovation and Business Industry Skills Council Ltd.

BSBMKG507A Interpret market

Purpose of this presentation

products and services

2012 Innovation and Business Industry Skills Council Ltd.

Analyse performance data

An organisation needs to offer customers

2012 Innovation and Business Industry Skills Council Ltd.

Activity research and

2012 Innovation and Business Industry Skills Council Ltd.

Activity research and

2012 Innovation and Business Industry Skills Council Ltd.

Activity research and

Sites booked from

Bookings from couples

2012 Innovation and Business Industry Skills Council Ltd.

products and services

2012 Innovation and Business Industry Skills Council Ltd.

BSBMKG507A Interpret market

2012 Innovation and Business Industry Skills Council Ltd.

Purpose of this presentation

and implement corrective action

2012 Innovation and Business Industry Skills Council Ltd.

Interpret data for visual

Activity research and

2012 Innovation and Business Industry Skills Council Ltd.

Assess visual presentation

2012 Innovation and Business Industry Skills Council Ltd.

Activity research and

2012 Innovation and Business Industry Skills Council Ltd.

Market data report

Activity research and

2012 Innovation and Business Industry Skills Council Ltd.

Activity research and

2012 Innovation and Business Industry Skills Council Ltd.