1.3 Pest-анализ (step-анализ)

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2.Среда непосредственного окружения – микроокружение и его анализ

___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Рис. 5 – Основные подгруппы показателей деятельности контрагентов и конкурентов (основные компоненты микроокружения)

2.1 Анализ потребителей

Направления исследований:

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Алгоритм анализа рынка (покупателей)

1) Сегментация потребителей (рынка)_____________________________________________________________________________

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2) Выделение целевого сегмента (сегментов рынка)__________________________________________________________________

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3) Анализ торговой силы покупателя_______________________________________________________________________________

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4) Разработка комплекса маркетинга (4Р) для выбранного сегмента.___________________________________________________

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