Market analysis for New Oriental Education & Technology Group

Market analysis for New Oriental Education & Technology Group 

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This analysis will be written in the form of a consultant’s report, 8 pages Single space, APA style with FOOTNOTE.

the outline for the analysis will include:

• Current Market Boundaries and Analysis
      o In this section,you should answer the following questions:
      § What is the exact definition of the market you are competing in?
      §  What is the size of the market?      
      §  What is the growth prospect for this market? As the market increases, how will
  this affect your market share?
      §  What percent market share do you currently have and what percent do you
  want to capture?
      §  What stage of the industry life cycle is the industry?
• Impact of External Environment
  o Discuss the relevant issues identified using PESTLE and Porter’s Five Force Model

  o How do these external environmental factors create opportunities and/or threats to
  your firm’s current business model?

• Market Segmentation and Targeting
     No single business can be everything to everybody. Most businesses focus on
  target markets — subsets of the overall market. You will need to define your target markets, determining such factors as population, the overall level of business activity, and your geographic region. For this section you need to write a description of your target market or markets. This should be a brief summary of the markets either by summarizing demographics of consumers or attributes of business customers (business-to-business marketing).

  o Segmentation Variables
       § What are the common segmentation variables used in this market?

  o Target Market
       § What are the characteristics of your target customer? If you are selling to
  individual consumers, what is their age, sex, income level, education, race,occupation, lifestyle, and number of children at home? Are they married, single, or retired? Where does the target customer live?

  o Customer Profile
       § Who is expected to use your product or service? What will they use it for? Why do they buy the product? If you are already selling your products or services, who is currently buying them and why? One way to write the customer profile is to organize it by demographics or lifestyle descriptions.

  o Predict any future changes to your current customer profile and target market.

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