MARKETS

The MARKET figures given in this section are notated as indicated:-

(1) = VALUE GIVEN AT INDUSTRY SHIPMENT VALUES OR PRICES
(2) = VALUE GIVEN AT WHOLESALE VALUES OR PRICES
(3) = VALUE GIVEN AT RETAIL VALUES OR PRICES
(4) = VALUE GIVEN AT PRICE PAID BY End Users as appropriate
(5) = VALUE GIVEN AT ACTUAL PRICE PAID discounted as appropriate

UNITS = Units times the multiplier given in brackets, E.g. ( '000 ) = x 1000 Units

MSP:- Supplier or Producer Prices
WSP:- Wholesale or Distributors Sale Prices
RSP:- Retail Sale Prices
CSP:- The price at End User or final distribution level
DSP:- The price actually paid net of discounting

TURNOVER: Turnover is sales plus investment income, grants and other funds received, income from disposals and other sources.

VALUE TERMS AND VOLUME TERMS

The standard report generated usually provides data in VALUE terms. This is by far the most popular (as demanded by readers) measure of commercial activity. We can also provide data in VOLUME or UNIT terms and this can be specified when the report is ordered. Obviously some reports do not lend themselves to Volume quantification and thus availability of this data will vary according to the report and the database.

MARKET VALUE -  PRODUCT SECTOR

 1.  MEDIAN  FORECAST Scenario Market Forecast

PRODUCT DEVELOPMENT  % OF TOTAL MARKET

 2. MEDIAN  FORECAST Scenario Product Share Forecast

 MARKET DEFINITIONS

MARKET DATA NOTES

THE MARKET ENVIRONMENT

There are four basic issues to investigate when considering the marketing environment for the industry.

   Market Growth
   Market Structure
   Market/s Serviced
   Customer + End User Factors

Market Growth (both short-term and medium term) by each Product and Market Area is fully evaluated in this section, as is the historic market data.

The Market Structure for the industry is very critical for profitability. The nature of the market, the location of the Market-Place, the customer base and the supplier structure is exhaustively covered in this report.

Market/s Serviced is the term used to denote the function between the product/s and services offered by the industry and the particular market sector which the marketing effort reaches. The Market Serviced is the true market for the industry in terms of product/s and services.

THE TRADING AREA

The Market analysis provides data in terms of the operational trading area of the industry. This being the regions, countries or states which form the effective competitive and market environment for the industry. Whether or not a company operates in the various areas covered is immaterial as the effects of the Market-Place exist nonetheless.


BASIS OF MARKET COVERAGE

Reports give coverage of all the Major Products and Markets supplied and serviced by the industry. The reported Target Markets are those which are perceived to be the most important area for the industry in the Medium and Long Term.

In that these reports are conceived as Market & Corporate documents it is felt important to concentrate only on those markets which represent the corner-stones of the industry customer bases and not become involved in any peripheral activities of the industry.

Market coverage is designed to encompass not only the existing markets for the industry, but also areas of market expansion, product segmentation, parallel markets, et al. By the same token the data excludes those market areas or sectors which are unavailable to the industry for whatever technical or commercial reasons.

MARKETING COSTS

This section covers the Product industry costs under the following component headings:-

1. SALES & SELLING COSTS

The table below gives the average sales and selling costs ( as a % of Turnover OR MSP) for the Product. These costs include sales personnel.

2. DISTRIBUTION COSTS

The table below gives the average distribution costs ( as a % of Turnover or MSP ) for the Product. Distribution Costs also include PHYSICAL Handling, Processing and other related costs, but exclude order administration or accounts processing or handling costs.

3. ADVERTISING COSTS

The following table provides average ADVERTISING costs ( as a % of Turnover or MSP ) for the Product. Advertising Costs include all promotional expenditure, but excludes cost of sales personnel (i.e. retail, missionary or other sales personnel).

4. AFTER-SALES COSTS

The following table provides average AFTER-SALES costs ( as a % of Turnover or MSP ) for the Product. After-Sales Costs include all costs incurred after the point of sale (excluding credit and collection costs) which are not chargeable to, or recoupable from, the customer. These costs also include goodwill items such as after-sales visits to distributors or customers.

AFTER-SALES COSTS & WARRANTY COSTS

The table covering average AFTER-SALES costs ( as a % of Turnover or MSP ) for the Product also covers WARRANTY COSTS. These costs include all costs incurred after the point of sale (excluding credit and collection costs) which are not chargeable to, or recoupable from, the customer. These costs also include goodwill items such as after-sales visits to distributors or customers.

Warranty Costs are composed:-

1. The ITEM COST, i.e. the actual costs of replacing the faulty or reject product

2. The COST FACTOR, i.e. the administrative, handling, marketing and other costs involved in handling returns, rejects & warranties.

3. The WARRANTY COST, i.e. the total cost of warranties. This is the figure given below.

4. TOTAL AFTER-SALES COSTS

The following table provides average marketing costs ( as a % of MSP ) for the Product.

NOTES: The costs isolated below represent the industry average and cover the costs of companies in the industry, as well as subsidiaries and other marketing companies or organizations in each of the countries concerned.

The figures given indicate an annual average by year on market and should not be confused with the product launch figures given. The definitions for these sets of figures are not directly comparable.

MSP: Denotes the Suppliers, Manufacturers or Producers Selling Price or, in the case of non-manufacturing sales and services, the overall turnover.

 1.  HISTORIC MARKETING DATA 

 2.  FORECAST MARKETING DATA 

 3.  FORECAST MARKETING RATIOS 

 4.  PRODUCT LAUNCH MARKETING DATA 

 5.  PRODUCT LAUNCH MARKETING RATIOS  

 Financial Definitions

HISTORIC FINANCIAL DATA

MARKET FINANCIAL ISSUES

 1.   HISTORIC FINANCIAL DATA

 Financial Definitions

MARKET FINANCIAL SCENARIOS

THE INDUSTRY

FINANCIAL DATA FORECAST

MARKET FINANCIAL BALANCE SHEET FORECASTS

The MARKET FINANCIAL SCENARIOS BALANCE SHEET FORECASTS section gives a series of Balance Sheet Forecasts for the industry using a number of assumptions relating to the marketing decisions available to the management of the industry.

The Balance sheet forecast given shows the effects of marketing changes or improvements which management is likely to recommend:


MARKET FINANCIAL SCENARIOS

Base Forecast : Median Market Scenario

Managers in the industry will, in both the short-term and the long-term, have vital decisions to make regarding the marketing improvements, margins and profitability and these decisions will need to be evaluated in light of the customers, markets, competitors, products, industry and internal factors. The scenarios given isolate a number of the most important factors and provide balance sheet forecasts for each of the scenarios.

The data provides a short and medium term forecast covering the next 6 years for each of the Forecast Financial and Operational items. The Financial and Operational Data sections show each of the items listed below in terms of forecast data and covers a period of the next 6 years.

 1.   MEDIAN  FORECAST : Financials

 2.  MEDIAN  FORECAST : Margins & Ratios

 Financial Definitions

SURVEYS

  SURVEY DEFINITIONS + NOTES 

END USER SURVEY - INTRODUCTION

This section provides the quantification of End Users attitudes, perceptions and needs. eds.

No attempt is made to interpret these findings and readers must reach their own conclusions as to the effects of End Users attitudes on the industry, the market and the reader's situation.

THERE ARE A LARGE NUMBER OF OTHER TOPICS AND QUESTIONS RESEARCHED DURING THE END USER SURVEYS AND THESE ARE AVAILABLE TO CLIENTS.

Further information on products, suppliers and End Users is of course available, as are a variety of correlations and more detailed analyses which are based on the manipulation of the base data.

The END USER SURVEY contained in this report deals with purchasers of the Product.

For further information on methodology please refer to the METHODOLOGY section which may be found in the rear of this report.

NOTE: A. THE PERCENTAGES GIVEN IN THIS SECTION ARE ROUNDED TO THE NEAREST INTEGER.     B. IN SOME INSTANCES A SMALL PERCENTAGE MAY BE LOST DUE TO "DON'T KNOWS".

END USER RESPONSES

DISTRIBUTION CHANNEL SURVEY - INTRODUCTION

This section provides the quantification of the Distributors' attitudes, perceptions and needs.

No attempt is made to interpret these findings and readers must reach their own conclusions as to the effects of the Distributors' attitudes on the industry, the market and the reader's situation.

THERE ARE A LARGE NUMBER OF OTHER TOPICS AND QUESTIONS RESEARCHED DURING THE DISTRIBUTION CHANNEL SURVEYS AND THESE ARE AVAILABLE TO CLIENTS.

Further information on products, suppliers and the Distributors is of course available, as are a variety of correlations and more detailed analyses which are based on the manipulation of the base data.


NOTE A. THE PERCENTAGES GIVEN IN THIS SECTION ARE ROUNDED TO THE NEAREST INTEGER.      B. IN SOME INSTANCES A SMALL PERCENTAGE MAY BE LOST DUE TO "DON'T KNOWS".

DISTRIBUTION CHANNEL RESPONSES

BUYER SURVEY - INTRODUCTION

THIS SECTION PROVIDES THE QUANTIFICATION OF BUYER ATTITUDES, PERCEPTIONS AND NEEDS.

No attempt is made to interpret these findings and readers must reach their own conclusions as to the effects of the buyers' attitudes on the industry, the market and the reader's situation.

THERE ARE A LARGE NUMBER OF OTHER TOPICS AND QUESTIONS RESEARCHED DURING THE BUYER SURVEYS AND THESE ARE AVAILABLE TO CLIENTS.

Further information on products, suppliers and the buyers is of course available, as are a variety of correlations and more detailed analyses which are based on the manipulation of the base data.



NOTE A. THE PERCENTAGES GIVEN IN THIS SECTION ARE ROUNDED TO THE NEAREST INTEGER.     B. IN SOME INSTANCES A SMALL PERCENTAGE MAY BE LOST DUE TO "DON'T KNOWS".

BUYER RESPONSES

PERFORMANCE SURVEY - INTRODUCTION

THIS SECTION PROVIDES THE QUANTIFICATION OF INDUSTRY PERFORMANCE AND BUYER ATTITUDES, PERCEPTIONS AND NEEDS.

No attempt is made to interpret these findings and readers must reach their own conclusions as to the effects of the Distributors' attitudes on the industry, the market and the reader's situation.

THERE ARE A LARGE NUMBER OF OTHER TOPICS AND QUESTIONS RESEARCHED DURING THE INDUSTRY PERFORMANCE SURVEYS AND THESE ARE AVAILABLE TO CLIENTS.

Further information on products, suppliers and the Buyers or Consumers is of course available, as are a variety of correlations and more detailed analyses which are based on the manipulation of the base data.



NOTE  A. THE PERCENTAGES GIVEN IN THIS SECTION ARE ROUNDED TO THE NEAREST INTEGER. B. IN SOME INSTANCES A SMALL PERCENTAGE MAY BE LOST DUE TO "DON'T KNOWS".

PERFORMANCE SURVEY RESPONSES

DECISION MAKER PROFILES

The purpose of the data given in this section is to identify the exact decision maker (i.e. the DMU or Decision Making Unit) in the purchase decision for the Product. This data is vital for all advertising and promotional activities.

This section gives the data at two levels of commercial activity, being firstly, data sets for the buyers and secondly, data sets for the End Users. The data therefore provides information on the targeting of the Decision Makers at the two major market levels.

THE DECISION MAKER PROFILE DATA IN THIS SECTION COVERS THE PRODUCTS OF THE INDUSTRY

This section provides data on both Immediate Buyers and the End Users .

The following questions are covered by the survey:

PRODUCTS DECISION MAKER PROFILES

The purpose of the data given in this section is to identify the exact decision maker (i.e. the DMU or Decision Making Unit) in the purchase decision for Products.  This data is vital for all advertising and promotional activities.

This section gives the data at two levels of commercial activity, being firstly, data sets for the Buyer and secondly, data sets for the End User. The data therefore provides information on the targeting of the Decision Makers at the two major market levels.

The data matrix is in the form of an Age & Social Profile of the respondent.

DECISION MAKER PROFILE DEFINITIONS

COUNTRY FOCUS

INDEX

ACTUAL PRICE PAID, 1
ADVERTISING COSTS, 20
ADVERTISING COSTS FORECAST, 22
AFTER-SALES COSTS, 20
AFTER-SALES COSTS FORECAST, 22
Average Annual Sales Growth Rate, 16

Balance Sheet Base Forecast : Median Market Scenario, 32
Balance Sheet Historic, 26
BASE YEAR, 7
Buyer Age Profile in the range 0-19 Years, 16
Buyer Age Profile in the range 20-24 Years, 16
Buyer Age Profile in the range 25-34 Years, 16
Buyer Age Profile in the range 35-44 Years, 16
Buyer Age Profile in the range 45-54 Years, 16
Buyer Age Profile in the range 55-64 Years, 16
Buyer Age Profile in the range 65+ / Unallocated Y, 16
Buyer Profile in the AB Social Group, 16
Buyer Profile in the C1 Social Group, 16
Buyer Profile in the C2 Social Group, 16
Buyer Profile in the DE / Unallocated Social Group, 16

Capacity Utilization as a measure of Standard Capacity, 16
Costs & Margins Historic, 27
Customer & End User Factors, 6

DATABASE GEOGRAPHIC COVERAGE, 14
DECISION MAKER PROFILE DEFINITIONS, DMU.3
DECISION MAKER PROFILES, DMU.1
Discounted & Promotional Market Level, 16
DISTRIBUTION + HANDLING COSTS, 20
DISTRIBUTION + HANDLING COSTS FORECAST, 22

End User Age Profile in the range 0-19 Years, 16
End User Age Profile in the range 20-24 Years, 16
End User Age Profile in the range 25-34 Years, 16
End User Age Profile in the range 35-44 Years, 16
End User Age Profile in the range 45-54 Years, 16
End User Age Profile in the range 55-64 Years, 16
End User Age Profile in the range 65+ / Unallocated, 16
End User or final distribution level, 1
End User Profile in the AB Social Group, 16
End User Profile in the C1 Social Group, 16
End User Profile in the C2 Social Group, 16
End User Profile in the DE / Unallocated Social Group, 16
End User & Consumer Market Level, 16
Enterprises within the Range 100+ Employees, 16
Enterprises within the Range 1-19 Employees, 16
Enterprises within the Range 20-99 Employees, 16
Enterprises within Unspecified / Unallocated Employee, 16

Financial data definitions, 37
Financial forecast notes, 24, 30
Financial Ratios Base Forecast : Median Market Scenario, 34
Financial Ratios & Margins Historic, 28
FORECAST DATA AND TIME SERIES, 8
Forecasting model, 7

HISTORIC DATA AND TIME SERIES, 8
HISTORIC FINANCIAL DATA, 25
HISTORIC MARKETING COST RATIOS & MARGINS, 21
HISTORIC MARKETING COSTS & MARGINS, 20

Immediate Consumer and End User Customers, 16
Immediate Non-Specific Customers / Unallocated, 16
Immediate OEM and Manufacturing Customers, 16
Immediate Wholesale & Retail Customers, 16
Index of Comparative Advertising Expenditure, 16
Index of Comparative General Promotional Expenditure, 16
Index of Comparative Salesforce and Selling Expenditure, 16
INDUSTRY SHIPMENT VALUES OR PRICES, 1
Instable Market Share as an Index of Total Market, 16

LONG-RANGE HISTORIC DATA AND TIME SERIES, 9

MARKET COVERAGE, 6
MARKET ENVIRONMENT, 6
MARKET FINANCIAL SCENARIOS FORECASTS, 31
Market forecast notes, 7
Market Growth, 6
MARKET NORMS, 15
Market Structure, 6
MARKET VALUE FORECAST, 3
MARKET VALUE, 2
MARKETING COSTS, 19, 21
MARKETING COSTS FORECAST, 22
MARKETING FACTORS FORECAST, 23
MARKETING MARGINS + RATIOS FORECAST, 23
MARKETING OPERATIONAL RATIOS, 21
MARKETING OPERATIONAL RATIOS FORECAST, 23
MARKETING RATIO, 21
MARKETING RATIOS FORECAST, 23
MARKETS, 1
MARKET DATA NOTES, 6
Market/s Serviced, 6
Median probability, 7

New Products as a % of the Total Output, 16

OEM & Manufacturers Market Level, 16
Operational Costs Base Forecast : Median Market, 33
Operational Margins Base Forecast : Median Market, 35
Operational Ratios & Margins Historic, 29

PERFORMANCE SURVEYS, 1
Plant and Equipment in Use over years 9 old, 16
Plant and Equipment in Use within the range 0-3 years, 16
Plant and Equipment in Use within the range 3-6 years, 16
Plant and Equipment in Use within the range 6-9 years, 16
Plant and Equipment Investment Equal to Depreciation, 16
Plant and Equipment Investment greater than Depreciation, 16
Plant and Equipment Investment Less than Depreciation, 16
Plant and Equipment Investment - Unallocated, 16
Plant & Equipment Average Annual Investment, 16
Price actually paid net of discounting, 1
PRICE PAID BY End Users , 1
Product Adoption Rates, 16
PRODUCT DEVELOPMENT FORECAST, 5
PRODUCT DEVELOPMENT, 4
Product Prices as a % of the Market Average, 16
Product Sales Conversion Rates, 16
PRODUCT SECTOR : % OF TOTAL MARKET, 4, 5
PRODUCT SECTOR : VALUE, 2, 3
PROFILES, DMU.2
PROFIT RATIOS, 21
PROFIT RATIOS FORECAST, 23

REAL TERMS, 7
Relative Employee Compensation Index, 16
Relative Forward Integration Index, 16
Relative output of Products of a Superior Quality, 16
REPORT TYPES, 10
Retail Sale Prices, 1
RETAIL VALUES OR PRICES, 1
Retailer & Added Value Retailer Market Level, 16

SALES COSTS, 20
SALES COSTS FORECAST, 22
Standardized Products & Services Index, 16
Supplier Concentration = 20 Largest, 16
Supplier Concentration = 50 Largest, 16
Supplier Concentration = 8 Largest, 16
Supplier Concentration = Unspecified / Unallocated, 16
Supplier or Producer Prices, 1
SURVEYS, S.1

TERMS USED IN THIS REPORT, 1
TOTAL MARKETING COSTS, 20
TOTAL MARKETING COSTS FORECAST, 22
TRADING AREA, 6
Trend figures, 7

VALUE TERMS AND VOLUME TERMS, 1

Wholesale or Distributors Sale Prices, 1
WHOLESALE VALUES OR PRICES, 1
Wholesale & Distributor Market Level, 16

BUYER Age & Social Profile, DMU.8
BUYER PROFILE, DMU.8
BUYER SURVEYS, 1
SURVEYS, S.1
DISTRIBUTION CHANNEL SURVEYS, S.1
END USER Age & Social Profile, DMU.9
END USER PROFILE, DMU.9
END USER SURVEYS, S.1