Учебно-методическое пособие по развитию навыков профессионального общения. В двух частях. Ч.1: Management. Руденко Т.П - 49 стр.

What are the time frames for your plans? How will these plans increase             Analyst Summaries
profits or generate new profits?                                                   What quotes and statements from reputable sources can you pro-
                                                                            vide? How do they summarize significant market opportunities?
      Product liability                                                            Market Share, Trends and Growth Potential
      What are the liabilities this product may pose?                              What share of the market do you hope to capture?
      What are the insurance requirements? How do you plan to limit                What is the growth (historical and potential) of your market?
the company's liability? What kind of engineering studies, testing, and            What are the market trends? (industry-wide, regional, local)
evaluating has the product undergone?                                              Is the market seasonal?
                                                                                   What factors will affect it (economic, government regulation,
       Market Analysis
                                                                            etc.)? What are your market share objectives for the total available mar-
       Objective:
                                                                            ket? What are your rationale and costs of achieving different levels of
       – To demonstrate that you understand the market, that you can
                                                                            penetration? How will you maintain and increase your market share?
penetrate it, and that you are in control of the critical success factors
                                                                                   How will you satisfy current customer needs?
that will enable the company to reach its sales goals.
                                                                                   How will you attract new customers?
       – To prove there is a real demand for your product / service.
                                                                                   How will you offer something new, better, or unique?
       Target Market and Characteristics:
                                                                                   How will the segments and applications of your market change
       Who or what is your target market? (individuals, companies –
                                                                            over the next 3–5 years? Are your products / services bought by others
small, medium, large, government agencies, etc.)
                                                                            to service their customers?
       What is the size of your target market?
                                                                                   How does their industry look?
       Can this market be segmented (by geography, by industries,
                                                                                   What kind of business are they doing?
etc.)? How?
                                                                                   Sales, Distribution and Profits by Product / Service:
       What is the profile of your targeted customers? (age, sex, profes-
                                                                                   Are your sales expectations in line with the manufacturing ability
sion, income, geographic location, etc.)
                                                                            to produce it?
       What are the major applications of your product or service?
                                                                                   Are your pricing, service, and warranty policies attractive and
       For each major application, what are the requirements by cus-
                                                                            competitive in the marketplace?
tomers?
                                                                                   What does each product / service cost you to sell?
       What are the requirements of regulatory agencies?
                                                                                   What does each product / service cost you to produce? What have
       What are the current ways of filling these requirements?
                                                                            your profits been by product / service?
       What are the buying habits of the customers? What will be the
                                                                                   What will they be?
impact on the customers who use your product or service?
                                                                                   What are your current sales goals by product / service? What are
       How much will they save?
                                                                            your current goals by number of units? What is your sales volume in
       What is their return on investment (benefit to them)? Will they
                                                                            dollars / rubles?
have to change their ways of doing things?
                                                                                   How will you distribute your product? (direct, dealer network,
       Will they have to purchase other goods and services to utilize
                                                                            wholesale, retail, manufacturer's representatives)
yours?
                                                                                   Will it be distributed under your name or someone else's?
       Will they change their work habits?
                                                                                   If transportation is involved, what are the implications of export-
       How will you satisfy their need and wants better?
                                                                            ing? Importing? Taxes? Tariffs? Duties? Barriers? Foreign exchange

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