商务英语unit 6 market investigation.pptVIP

Unit6 Heading West -Market investigation Warm-up 1. Why do we need investigation? What’s the purpose? 2. Is investigation necessary in all cases? Any examples? II. Background Knowledge 1. By companies A Market analysis is a documented investigation of a market that is used to inform a firms planning activities particularly around decisions of inventory, purchase, work force expansion/contraction, facility expansion, purchases of capital equipment, promotional activities, and many other aspects of a company. Dimensions of market analysis Market size (current and future) Market growth rate Market profitability Industry cost structure Distribution channels Market trends Key success factors The goal of a market analysis is to determine the attractiveness of a market, both now and in the future. Organizations evaluate the future attractiveness of a market by gaining an understanding of evolving opportunities and threats as they relate to that organizations own strengths and weaknesses. Organizations use the findings to guide the investment decisions they make to advance their success. The findings of a market analysis may motivate an organization to change various aspects of its investment strategy. Affected areas may include inventory levels,a work force expansion/contraction, facility expansion, purchases of capital equipment, and promotional activities. 2. By government (United Kingdom) Market investigations The Enterprise Act enables the OFT (and the sector regulators) to investigate markets and, if they are concerned that there may be competition problems, to refer those markets to the CC for in-depth investigation. In market investigations the CC has to decide whether any feature or combination of features in a market prevents, restricts or distorts competition, thus constituting an adverse effect on competition (AEC). If the CC concludes that this is the case, then it must seek to remedy the problems that it identifies either by introducing remedies itse