1. Analysis background introduction
This case comes from China's leading market
research and data branch. The company focuses on the home appliance industry.
The data source is online and offline major sales channels. The data is rich in
variety and real-time. It can be used to deeply analyze the purchasing behavior
and preferences of different consumer groups to help home appliance enterprises
carry out accurate marketing. The invited enterprise marketing director clearly
expressed the needs of in-depth analysis of the industry and the market. He
hoped that through close cooperation with the business team, he would analyze
the current market situation from multiple angles, understand the changes in
the industry market, and provide strong support for the company's future
decision-making.
2. Statement of key issues
According
to the business characteristics and market positioning of the enterprise, we
have formulated the following analysis angles:
Market share: Understand the market
share of your brand in the market, as well as the market share and sales
performance of major competitors.
New speed: understand the performance of
new products in the market compared with competitors, and understand which
products and functions are the most popular.
Trend changes: Analyze seasonal sales
changes, such as the peak sales of air conditioners in summer, the promotional
effect of refrigerators on holidays, etc., and arrange inventory and
promotional activities reasonably.
Channel optimization: identify and
strengthen channels with excellent performance, while improving or eliminating
channels with poor performance.
Price positioning: Study the price
positioning and price segment changes of each brand in the market, and
formulate a competitive price strategy.
3. Analyze the plan
Select key data indicators according to the
above analysis angles.
|
Serial
number
|
Name
of the indicator
|
Paraphrase
|
Analysis
angle
|
|
1
|
Market
share
|
Market
share refers to the sales share of a brand or product in the whole market,
which is calculated based on sales.
|
The
analysis of market share helps to understand the competitiveness and status
of brands in the market.
|
|
2
|
Price
segment
|
The
price segment refers to the different price ranges of products distributed in
the market. Subdivide according to the specific price range.
|
Analyzing
the price segment can help enterprises understand the positioning and
audience of their products in the market. For example, the increase in the
proportion of sales in a certain price range may mean that the market demand
for products in that price range is higher.
|
|
3
|
Sales
|
Sales
refer to the amount of products sold in a certain period of time.
|
Sales
analysis can help enterprises understand the overall market performance and
the contribution of different product lines.
|
|
4
|
Sales
volume
|
Sales
volume refers to the number of products sold in a certain period of time.
|
The
analysis of sales volume can reflect the market popularity of the product.
|
|
5
|
Average
price of the product
|
Average
price of products = total revenue of all products / total sales of products
|
The
average price of the brand in the market
|
|
6
|
Up
to the new speed
|
The
frequency of launch of new products in the market
|
The
analysis of new speed can help enterprises understand their efficiency in
innovation and product iteration.
|
3.2 Power BI Visualization Scheme
Note: The DEMO page data is simulated data,
which is for reference only to the analysis angle and Power BI function
display, and does not involve any actual business data.
4. Analysis and interpretation
Custom select the brands and product
categories you want to compare, which can be viewed by day, or by week, month
and season, and understand the changes in industry trends in multiple time
dimensions.
Changes in the trend of market share:Understand the short-term performance fluctuations of the brand in
the market.
Trend changes in market sales and sales
quantity:Understand the overall health and growth
potential of the market.
Changes in the average price of
products:The average selling price of products in
the market reflects the changes in price strategy and market positioning over
time.
Changes in the sales trend of new
products:Track the sales data after the release of
new products and analyze their market acceptance.
Price range distribution of TOP products
- Brand proportion:Analysis helps to understand the
price segment of best-selling products in the market and their corresponding
brand share.
TOP Products - Brand Down to Product
Models:Further subdivide TOP products by brand and
analyze the sales data of specific models.
5. Application effect
By comparing the market share of different
brands, we can evaluate the market competition pattern and industry
concentration. In addition, changes in market share also reflect the
effectiveness of market strategies, such as the impact of new product launches
and promotional activities on market share.
By observing the sales performance in
different price segments, understand the price sensitivity of consumers, and
adjust product pricing and market strategies accordingly.
By subdividing data, it can be identified
which products or series are the main sources of income.
Evaluate your own innovation ability and
market competitiveness by comparing the differences between the new speed and
competitors.
Through the above multi-dimensional
in-depth analysis, we aim to provide enterprises with corresponding market
insights, help the scientific and accurate marketing decision-making, and
promote enterprises to move forward steadily in the fiercely competitive
market.
In addition to the analytical perspective
of this case, there are many famous models in the industry analysis that you
can study and use according to your needs:
SWOT analysisUsed to evaluate the advantages of enterprises (Strengths),
Weaknesses, Opportunities and Threats.
PEST analysisEvaluate the impact of macro-environmental factors on enterprises,
including political, economic, social and technological factors.
Porter's five-force analysisAssess the competitive situation of the industry, including the
bargaining power of suppliers, the bargaining power of buyers, the threat of
new entrants, the threat of substitutes, and the competitive intensity of
existing competitors.
BCG Boston MatrixProducts are divided into four categories according to the market
growth rate and market share: Stars, Question Marks, Cash Cows and Dogs.
NPS analysisIt
is an indicator of customer loyalty and satisfaction, which is calculated by
asking whether customers will recommend enterprise products or services.
Through NPS, enterprises can understand the loyalty and word-of-mouth of
customers, improve services in time, and improve customer satisfaction.