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BIZNES plan: tehnologіya rozrobki that obgruntuvannya - Pokropivny SF,

4.2. Doslіdzhennya market analysis

FIRMA Mauger іsnuvati Doty, docks Got spozhivachіv svoєї produktsії. Same for the dwellers in perekonati іnvestorіv nayavnostі market analysis for produktsії fіrmi that rozkriti mozhlivostі tsogo market analysis, skladaєtsya pіdrozdіl "Doslіdzhennya market analysis" * 1.

* 1: { "Doslіdzhennya market analysis" can i yak taxes warehouses marketing plan.}

Tsey pіdrozdіl Yea one s nayskladnіshih in protsesі rozrobki vodnochase one i s nayvazhlivіshih. INSHI rozdіli BIZNES plan bagato in chomu stale od rezultatіv doslіdzhen market analysis. Napriklad, peredbachuvanі rіvnі zbutu bezposeredno viznachayut scale virobnitstva produktsії, chiselnіst staff fіrmi, rozmіri zaluchenogo kapіtalu toscho.

In protsesі doslіdzhennya Rinku neobhіdno Know vіdpovіdі on takі osnovnі zapitannya:

• Yakima Je rinok danogo product in tsіlomu?
• Hto Je Main spozhivachami bіznesu product?
• De znahoditsya The basic masa spozhivachіv?
• SSMSC competitors in the market analysis in mozhut z'yavitisya maybutnomu?

market analysis procedure doslіdzhennya skladaєtsya s kіlkoh etapіv, poslіdovnіst yakih i viznachaє logіku vikladu materіalu in tsomu pіdrozdіlі BIZNES plan. In strukturі Yogo, yak usually viokremlyuyut takі skladovі:

• Zagalna characteristic of market analysis product fіrmi.
• Tsіlovy rinok fіrmi.
• Mіstseznahodzhennya fіrmi.
• Otsіnka vplivu zovnіshnіh faktorіv.

Doslіdzhennya Rinku rozpochinaєtsya s viznachennya yogo naybіlsh zagalnih parametrіv to yakih nalezhat:

a) rozmіri (potentsіal) market analysis, tobto ochіkuvanі sukupnі obsyagi sale danogo product protyagom Pevnyi perіodu in Pevnyi geografіchnih furrows;

b) tendentsії rozvitku market analysis, tobto vіdomostі about zrostannya (stabіlіzatsіyu, zmenshennya) market analysis for product danogo ostannі Rocky faktorіv i scho vplivali that vplivatimut on tsі processes in maybutnomu (napriklad, galuzevі tendentsії, sotsіalno-ekonomіchnі factors Uryadova polіtika toscho);

c) The method osnovnі zadovolennya popitu spozhivachіv danoї produktsії that osnovnі mozhlivі competitors.

detalіzatsіya Informácie scho induced in paragrafі "Zagalna characteristic of market analysis product fіrmi" deposits od chastki market analysis, yak potrіbno zahopiti fіrmі for dosyagnennya of Success. Yakscho potentsіal digit market analysis and peredbachuvana yogo chastka for fіrmi small, in-BIZNES planі mozhna obmezhitisya naybіlsh zagalnoyu іnformatsієyu. Navpaki, vimogi to detalіzatsії Informácie zrostayut for zbіlshennya chastki market analysis, yak zaymatime Produkciya fіrmi.

Rinok on yaky namagaєtsya viyti FIRMA, skladaєtsya s klієntіv. Tom pіslya viznachennya zagalnih parametrіv toil Buti vstanovlenі konkretnі ob'єkti market analysis. Tse peredbachaє іdentifіkatsіyu vsіh mozhlivih spozhivachіv that їh klasifіkatsіyu on bіlsh chi Mensch odnorіdnі groupies on pіdstavі rіznitsі to require povedіntsі, osvіtі, statusі toscho. Podіl spozhivachіv on pevnі groupies nazivaєtsya segmentatsієyu market analysis. Cutaneous segment market analysis Got vіdpovіdati such vimogam:

• vіdbivati ​​osoblivі require spozhivachіv;
• stanoviti practicality іnteres for peredbachuvanogo bіznesu;
• Buti dosyazhnim, tobto toil іsnuvati realnі mozhlivostі kontaktіv s cutaneous GROUP spozhivachіv;
• Buti for odnorіdnim require prіoritetami, zvichkami, kupіvelnoyu spromozhnіstyu klієntіv.

Segmentatsіyu Rinku mozhna zdіysnyuvati for rіznimi acquaint themselves. Yakscho product bіznesu rozrahovany on spozhivchy rinok (fіzichnih osіb), then such shaping can Buti Find our:

a) geografіchnі (tsіlomu in Krajina, її okremy regіon, region, district, Misto, selishte toscho);

b) demografіchnі (become vіk, store homeland, natsіonalnіst);

c) sotsіalno-ekonomіchnі (rіven dohodіv, take a view, profesіya, nalezhnіst to Pevnyi class, sotsіalnoї groupies toscho);

g) kulturnі (rіven osvіti, relіgіynі perekonannya style Zhittya);

d) osobistі (type osobistostі, її zahoplennya, representations to zasobіv masovoї Informácie, type toscho ADs).

Coley product bіznesu priznacheny for virobnichogo spozhivannya, todі in protsesі segmentatsії Rinku vikoristovuyut INSHI kriterії:

• type pіdpriєmstva (virobnitstvo, rozdrіbna torgіvlya, wholesale torgіvlya, Hotel);
• organіzatsіyno legal form;
• tsiklіchnіst dіlovoї aktivnostі;
• obsyagi mіnіmalnoї partії delivery;
• motives yakimi keruyutsya klієnti, priymayuchi rіshennya about the purchase (Cena, yakіst, termіn delivery SERVIS, osobistі contact) toscho.

Dali to viznachennya tsіlovogo Rinku fіrmi neobhіdno dati porіvnyalnu otsіnku privablivostі skin s vidіlenih segmentіv market analysis, vibrato Sered them takі, SSMSC vіdkrivayut naylіpshі perspectives for fіrmi, tobto Know vіdpovіdі on zapitannya: yaky s Got Tsikh segmentіv pershoryadne values ​​for fіrmi i chomu. Otsіnka segmentіv Rinku Mauger zdіysnyuvatisya for such napryamkami:

• vіdpovіdnіst tsіley fіrmi mozhlivostyam, SSMSC vіdkrivayutsya in segmentі;
• silnі that slabkі PARTIES fіrmi stosovno danogo segment market analysis (fіnansovі mozhlivostі fіrmi, kvalіfіkatsіya i resources from sferі marketing virobnichy dosvіd, konkurentnі perevagi product fіrmi toscho);
• Costa, neobhіdnі for rozroblennya product that yogo reklamuvannya, stvorennya MEREZHI trading predstavnikіv toscho;
• silnі that slabkі PARTIES konkurentіv that їh pozitsіya to market analysis;
• dinamіka popitu (popit zrostaє, stabіlіzuєtsya, zmenshuєtsya);
• mozhlivostі zahopiti Pevnyi chastku market analysis.

Otsіnka segmentіv Rinku daє zmogu vibrato naylіpshy, potentsіyno naypributkovіshy, tobto Know for fіrmi tsіlovu grupu spozhivachіv on yak Won orієntuvatimetsya.

Segmentatsіya Rinku Je printsipovo vazhlivim Kroc in protsesі rozrobki BIZNES plan. Yakscho pіdpriєmtsevі vіdomo, hto yogo realnі that potentsіynі klієnti, vіn Mauger correctly viznachiti, chogo hochut stink, chomu vіddayut perevagu, vikoristati їhnі mіrkuvannya yak orієntir for vsієї nastupnoї marketingovoї dіyalnostі.

Іdentifіkatsіya tsіlovogo Rinku Je neobhіdnoyu peredumovoyu for proper virіshennya power schodo Vibor mіstseznahodzhennya fіrmi. Lokalіzatsіya, tobto vibіr teritorії for fіzichnogo rozmіschennya bіznesu, Je duzhe vazhlivoyu Problems, Especially for torgovelnogo, restaurant bіznesu chi spherical poslug. Koli vzhe vibrat Location for bіznesu then duzhe vazhko abo yogo navіt nemozhlivo peresunuti deіnde (nalagodzhena infrastructure, velikі vitrati). Tom obgruntuvannya rіshennya schodo mіstseznahodzhennya bіznesu Je obov'yazkovim Elements whether yakogo BIZNES plan.

Cutaneous sphere bіznesu Got vlasnі kriterії Vibor Georeferencing. Prote own processes Vibor buduєtsya for єdinoyu vsіh for the scheme of i ohoplyuє takі Etap Vibor:

• regіon Kraina;
• region at regіonі;
• Settlement in oblastі;
• Specific mіstseznahodzhennya in population punktі.

W urahuvannyam Especially viznachenogo tsіlovogo Rinku bіznesu pіdpriєmets spochatku vibiraє promising regіon Kraina, analіzuyuchi demografіchnu situatsіyu that prospect zrostannya ekonomіchnogo potentsіalu in regіonah, zbіlshennya dohodіv toscho population.

On the following etapі in furrows regіonu vibirayut area. For tsogo vzhe vikoristovuyutsya INSHI kriterії: nablizhenіst to spozhivachіv to Jerel postachannya sirovini that materіalіv; nayavnіst neobhіdnih resursіv of labor; rіven Pay pratsі; dіlovy klіmat for rozvitku sama takoї spherical bіznesu.

On the third etapі, spirayuchis on otsіnku mіstsevih zakonіv i konkurentnoї situatsії, vivchennya mozhlivostey the agriculture komunіkatsіy that rіvnya zabezpechennya Communal Hotel, priymayut rіshennya schodo Vibor settlements.

On kіntsevomu etapі zdіysnyuєtsya vibіr konkretnoї lokalіzatsії fіrmi. When tsomu vrahovuyutsya takі factors yak vitrati to Orenda (pridbannya, budіvnitstvo) i repair pridatnih primіschen; ekspluatatsіynі vitrati; vartіst Communal poslug, INSHI vitrati (zemelnі podatki, strahuvannya toscho); mozhlivostі th pereshkodi for peresuvannya klієntіv toscho.

For obgruntuvannya Vibor particular Georeferencing on praktitsі often vikoristovuyut spetsіalnu matrix (Table. 4.2). For pobudovi matritsі spochatku viznachayut osnovnі factors SSMSC vplivayut on rozmіschennya fіrmi in pevnіy sferі bіznesu. For skin s Tsikh faktorіv, fallow od їhnoї vazhlivostі, vstanovlyuєtsya Pevnyi koefіtsієnt vagomostі (suma koefіtsієntіv Got dorіvnyuvati odinitsі). Potіm skladayut perelіk mozhlivih ob'єktіv for rozmіschennya fіrmi th viznachayut vіdpovіdnogo rating factor for the scale od 1 (duzhe Neznachny vpliv) to 4 (duzhe digit vpliv). breeding koefіtsієnta vagomostі on vstanovleny rating viznachayut zagalnu otsіnku for the skin factor. Suma zagalnih otsіnok for sukupnіstyu faktorіv daє zmogu viznachiti prіoriteti schodo rozmіschennya fіrmi. When tsomu slіd urahovuvati, scho not zavzhdi dotsіlno rozmіschuvati BIZNES at Pevnyi mіstsі to deprivation, scho tse naydeshevshy varіant. Tse stosuєtsya restoranіv, of companies that torgіvlі poslug, tobto such areas bіznesu for yakih mіstseznahodzhennya Je nayvazhlivіshim factor of Success. W іnshogo side, pіdpriєmets Got Unikat nadmіrnostey: primіschennya not guilty Buti ni zavelikim that rozkіshnim, ni Zamaliev that zanedbanim. Primіschennya not directly daє pributku, ale yogo spriyaє otrimannyu, stvoryuyuchi efektivnoї minds to robots. Tom ofіs fіrmi Got Booty funktsіonalno practical.

Before BIZNES plan rekomenduєtsya include deprivation stisle obgruntuvannya Vibor particular Georeferencing for fіrmi. When tsomu, Yakscho vazhlive values ​​Got fіzichny viglyad ob'єkta then dotsіlno Add your fotografії, eskіzi plan zemelnoї dіlyanki abo map mіstsevostі. Takі materіali, yak usually vmіschuyutsya in dodatkah.

Vibrat specific Location for fіrmi mozhna pristupati to otsіnki vplivu zovnіshnіh faktorіv on BIZNES. Naybіlsh znachuschim Sered them Je konkurentsіya, Hoca slіd borrow up uwagi th takі zovnіshnі factors yak postachalniki, Reigning regulyuvannya toscho. Uwagi slіd zoserediti on viyavlennі Tsikh faktorіv, opisuvannі їh nature that ymovіrnogo vplivu s skin on their peredbachuvany BIZNES. Otzhe have paragrafі "Otsіnka vplivu zovnіshnіh faktorіv" toil Buti stislo visvіtlenі:

a) stupіn konkurentsії;

b) maybutnі dzherela konkurentsії;

c) INSHI zovnіshnі factors.

Whether yaky BIZNES, navіt Taqiy, scho Got in svoїy osnovі unіkalnu іdeyu early chi pіzno natrapit on konkurentsіyu. Nedarma in pіdpriєmtsіv іsnuє prikazka: "Togo, hto sogodnі zabuvaє konkurentsіyu about tomorrow Forget rinok." Vazhlivo zaznachiti takozh, scho Yea naylіpshim competitors, and bagatoh vipadkah i єdinim Jerel your information The Vlasnyi BIZNES.

table 4.2

Matrix Vibor mіstseznahodzhennya fіrmi

Sposterezhennya for practicality dіyalnіstyu konkurentіv dopomagaє z'yasuvati vashі vlasnі perevagi that nedolіki.

Otsіnku vplivu zovnіshnіh faktorіv on efektivnіst particular bіznesu dotsіlno rozpochati іz zagalnih mіrkuvan schodo rіvnya konkurentsії in vibranіy sferі bіznesu s metoyu viznachennya dіysnih faktorіv konkurentsії i sposobіv reaguvannya them. One s naylіpshih zasobіv z'yasuvannya konkurentnoї situatsії Je rozrahunok matritsі competitive profіlyu (div. Rozdіl 2, Table 2.2.). Won in zaymaє BIZNES-planі little Georeferencing, ale daє chitachevі maximum korisnoї information The konkurentsіyu on danomu tsіlovomu market analysis. When tsomu to list konkurentіv slіd not include deprivation directly, but th 'pobіchnih "konkurentіv (virobnikіv tovarіv-zamіnnikіv).

W practical Look іsnuє kіlka simply rekomendatsіy schodo zbirannya that uzagalnennya information The konkurentіv. Peredovsіm potrіbno start on skin s nayblizhchih konkurentіv okremu folder that skladati to neї vіdpovіdnі іnformativnі materіali (stattі, reklamnі booklet listіvki, fotografії, price list, announced the hiring schodo pratsіvnikіv, rozprodazhu tovarіv toscho). Dali treba perіodichno pereglyadati nakopichenu іnformatsіyu s metoyu z'yasuvati have chomu polyagaє rinkova strategіya konkurentіv s skin.

Porіvnyalny analіz rinkovih strategіy nayblizhchih konkurentіv rekomenduєtsya provoditi the shape of the table. 4.3.

table 4.3

Porіvnyalny analіz rinkovih strategіy

nayblizhchih konkurentіv

Taqiy analіz daє zmogu:

• by au-Perche, chіtko viznachiti silnі that slabkі PARTIES konkurentіv that vrahuvati їh pomilki in protsesі stvorennya Vlasnyi bіznesu;
• Alternatively, usvіdomiti in yaky sposіb mozhna pobuduvati Vlasnyi konkurentospromozhnu rinkovu strategіyu.

Krіm of retelne sposterezhennya for competitors dopomozhe pіdpriєmtsevі vchasno usvіdomiti neobhіdnіst zmіni svoєї rinkovoї strategії that perebudovi vlasnoї dіyalnostі.

Bіlshіst rinkіv, yak svіdchit practice, is staying at stanі Shvidky i bezperervnih for Change. Tom in BIZNES-planі toil Buti viznachenі th maybutnі ymovіrnі dzherela konkurentsії. Such іnformatsіya Especially vazhliva for vprovadzhennya on rinok new product abo Hotel, tobto todі, if Je real mozhlivіst kopіyuvannya (іmіtatsії) Product abo Hotel. dzherela maybutnoї konkurentsії toil Buti z'yasovanі th todі, if FIRMA pratsyuє on market analysis tehnologіy temple, oskіlki vіn is staying at stanі postіynogo rozvitku.

fallow od nature bіznesu mozhut z'yavlyatisya takozh i INSHI factorization zovnіshnogo vplivu, about SSMSC slіd zgadati in BIZNES-planі. Napriklad for virobnitstva farmatsevtichnih preparatіv obov'yazkovo potrіbno otrimati dozvіl Mіnіsterstva receptionists Health Protection. Process otrimannya allowed trivaє dosit Dovgy. For Tsei hour on market analysis mozhut z'yavitisya novі preparations, methodical novі їh prosuvannya toscho. Those sama stosuєtsya ekologіchnih, sanіtarnih, zakonodavchih that іnshih faktorіv. In BIZNES-planі vazhlivo zaznachiti, scho, krіm konkurentsії, іsnuyut slit th INSHI suttєvі zovnіshnі factors SSMSC vplivayut chi mozhut for Pevnyi obstavin vplinuti on zbut produktsії fіrmi. Perelіk Verification zapitan to pіdrozdіlu "Doslіdzhennya market analysis" imposed at the table. 4.4.

table 4.4

Perelіk Verification zapitan to pіdrozdіlu

"Doslіdzhennya market analysis"

Zakіnchennya Table. 4.4