Market analysis report

In the interim assignment report, you are required to identify an organisation and focus on just one branded product, service, or experience (you will also use the same chosen product, service, or experience in your final assignment).\n\nStart by providing adequate context for the selected organisation (brand). Then, based on various theories of marketing management as discussed in Topics 1-6 of the learning materials:\n\nAnalyse the current market situation, including trends impacting on the brand (organisation) and product, service, or experience and relevant stakeholders, collaborators and/or competitors;\n\nSelect the most relevant way to segment the market, justify it; and,\n\nProvide justified recommendations for the selected target market.\n\nUse the assignment template provided below to prepare your report.

MARKET ANALYSIS
REPORT

Executive Summary
The report is based on NOTA Sports and Racing Cars which has carried out market
analysis with a view to identity the latest trends. The analysis reveals that the entity stands a high
risk of competitors in market. Further, it is acknowledged that the organisation has recently
launched its branded products named NOTA Le Mans which transforms from road usage car to
racing car in an instance. The report further reveals that entity had extensive goodwill and brand
image across the globe, especially Australia. Lastly, it is identified that entity does segmentation
on the basis of demographical aspect named income status. In this regard, NOTA targets elite
and upper middle class section of society.

Table of Contents
INTRODUCTION...........................................................................................................................1
INTRODUCTION TO ORGANISATION AND ITS BRANDED PRODUCT.............................1
MARKET ANALYSIS....................................................................................................................1
5 C’s Analysis.........................................................................................................................2
SWOT Analysis......................................................................................................................3
MARKET SEGMENTATION........................................................................................................5
TARGET MARKET RECOMMENDATION AND RATIONALE FOR TARGET MARKET. . .6
REFERENCES................................................................................................................................7

INTRODUCTION
Market analysis is considered as an important aspect of business plan. It includes the
qualitative as well as quantitative examination of market with a view to devise effective
corporate strategies which can aid the organisation in ensuring long term sustainability within
concerned sector. This analysis is centred upon 2 V's of market, namely, value as well as volume.
The present report is conducted to carry out a marketing analysis of NOTA Sports and Racing
Cars, which is an automotive manufacturer having its headquarter situated within Australia. The
report includes market analysis of the organisation as well as one of its brands. Also, it
constitutes market segmentation and recommendation for selected target market.
INTRODUCTION TO ORGANISATION AND ITS BRANDED PRODUCT
NOTA Sports and Racing Cars is an Australia based automotive organisation dealing in
designing and development of an array of racing and sports cars. These vehicles are
manufactured by a skilled team of professionals by exercising greatest level of expertise. The
entity even offers tailor made cars to customers on the basis of their demands and needs. The
vehicles sold by them are either made for road or racing or an integrated model for both of them.
Over the course of last 50 years, NOTA has gained extensive popularity and has become a
renowned brand name among automotive market within the confines of Australia. This brand
offers everything ranging from a partial automotive kit to a wholly developed car. The customers
can take decisions upon the specifications, features and stage of build of the vehicle.
One of the most renowned and innovative branded products of this brand is
acknowledged to be NOTA Le Mans. This is a car which has been developed in a manner that it
satisfies the needs of racing and road usage both. This branded product of NOTA Sports and
Racing Cars consists of a rapid release nose cone which transforms the vehicle from a sports
automobile for road usage to a strong and effective racing car on the racing track.
MARKET ANALYSIS
It is important for a firm to analyse the environment of market place so as to devise
effective marketing strategies which can aid in attainment of competitive edge. Prior to the
formulation of extensive marketing strategies, businesses are required to have detailed
comprehensibility of their business environment within the confines of which they are carrying
out operations. With respect to this, 3 methods, namely, 5 C's, Porter Five Forces and SWOT
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Analysis are presented which would provide aid in collection and analysis of data pertaining to
external and internal marketing environment of company. All of these analyses assist an
enterprise in understanding the analytical procedures through which the manager of company is
able to comprehend customers and marketplace whereby they function. In this regard, the
marketing analysis of NOTA Sports and Racing Cars is presented below:-
5 C’s Analysis
This can be referred to as a comprehensive framework of marketing which is aimed at
examining and reviewing the environment in which a company operates. This analysis provides
knowledge of 2 main elements, risk exposure and drivers of success for the organisation. The
management of NOTA Sports and Racing Cars has decided to conduct this analysis of the
corporation to gain in-depth knowledge of the environment in which it persists. 5 C’s of NOTA
Sports and Racing Cars are presented as follows:-
Company: The respective organization is engaged in designing, development and sale of
racing and sports cars that can be used for road or on tracks. Over the course of time, this has
become a well renowned and established brand among people in Australia. NOTA Sports and
Racing Cars has been keen on adoption of latest and emerging technological trends with a view
to disrupt the global market at large. This organisation seeks to enhance its presence in other
vehicle segments so as to appeal to a larger base of customers and grab an extensive market
share.
Collaborators: NOTA Sports and Racing Cars enters into collaboration with a large
number of parts and equipment providers of vehicles as well as automobile producers across the
confines of globe so as to develop cars that can fulfil the needs and preferences of customers.
Also, it includes distributors for the company with whom the entity maintains healthy relations in
order to take advantage of their widespread reach.
Customers: The customer base of NOTA Sports and Racing Cars is mainly present in
the confines of Australia. However, the respective automaker provides vehicles and other related
services to people in every part of the world. People expect value, quality and convenience from
the cars designed by NOTA.
Competitors: Some of the biggest rivals of NOTA Sports and Racing Cars are
acknowledged to be Python, Roaring Forties, Tomcar, Australian Kit Car, Borland Racing
Developments, Ticford Racing, Cheetah Racing Cars etc. Apart from extensive competition for
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company within Australia alone, the respective automaker has been able to establish its own
loyal customers.
Climate: With a large proportion of people shifting their presence more towards online
shopping, NOTA Sports and Racing Cars can explore the option of selling the cars by way of
online channels. Further, the automaker makes use of the latest and emerging trends within
automotive sector to appeal to customers.
Market
SWOT Analysis
This is an analytical framework which is used by the manager of a company with a view
to gain knowledge of the internal environment of organisation. In this regard, the management of
NOTA Sports and Racing Cars has conducted SWOT analysis with a view to gain knowledge of
its strengths to tackle the weaknesses and leverage its opportunities to reduce the threats. The
framework is applied to NOTA Sports and Racing Cars as follows:-
STRENGTHS WEAKNESSES
 NOTA Sports and Racing Cars has
extensive goodwill and brand image in
racing car sector.
 Adoption of latest and emergent
technologies provides edge to NOTA
Sports and Racing Cars over other
rival firms within same sector.
 One of its latest developments,
NOTA Le Mans, has disrupted the
market with the innovation introduced
within it through which it transforms
from road usage car to racing car
within a moment.
 The models of cars introduced by
NOTA Sports and Racing Cars are
expensive and unaffordable for some
economic sections of society.
 Absence of company in market
dominating automotive product
segments such as SUV’s, trucks etc.
OPPORTUNITIES THREATS
 The organisation stands the chance to
enter into other segments of vehicles
such as SUV’s, trucks etc. in order to
 NOTA Sports and Racing Cars stands
the threat of being substituted by other
brands such as Borland Racing
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appeal to a large customer base.
 NOTA Sports and Racing Cars can
gain access into other potential
markets such as Denmark, Spain,
Canada, Brazil etc. with a view to
inflate its existing market share in
global automotive sector.
Developments, Ticford Racing,
Cheetah Racing Cars etc
 The premium pricing strategy adopted
by the respective automaker
eliminates the probability of purchase
of its models by certain economic
sections of society.
Porter Five Force Sector
This is an analytical framework which is taken into use by companies in order to gain
knowledge of market attractiveness and potential rivals pertaining to the particular sector. It is
important for each and every company to carry out extensive industrial analysis with a view to
devise effective corporate strategies for long run. Porter Five Force Analysis applied to NOTA
Sports and Racing Cars is presented as follows:-
Threat of New Entrants: The magnitude of this element within the confines of
automotive sector is low. This owes to the excessive capital which is needed to be invested to
carry out the day to day business operations of company. In this regard, NOTA Sports and
Racing Cars can gain high market share by capitalising on the trend of increasing demand for
SUV’s, driverless cars and trucks by individuals and corporate.
Rivalry: The extent of this element in relation to automotive sector is high. This owes to
the presence of large number of companies which deal in products that can act as substitute for
the cars designed and developed by NOTA Sports and Racing Cars. In this regard, the dominant
rivals for this organisation are Roaring Forties, Borland Racing Developments and Cheetah
Racing Cars. Looking upon this, it can be said that it is important for the respective automaker to
leverage opportunities such as entering into new markets, producing economic cars and
diversifying the product portfolio. Further, the entity can even come up with new features in
vehicles or new branded products to disrupt the market and appeal to customers in an effective
manner.
Threat of Substitution: Within the confines of automotive sector, the magnitude of this
element is excessively high. This owes to the presence of several automakers who deal in sports
and racing cars like NOTA. Looking upon this, it can be said that the brand can leverage
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opportunities such as entering into new product segments such as driverless or electric cars
through which it can establish a distinct image in market and create a customer base that is not
willing to shift to other brands.
Negotiation power of suppliers: The extent of this element is high for NOTA as there
are only few vendors who deal in parts and equipments of sports and racing cars. Looking upon
this, it can be said that if suppliers of NOTA Sports and Racing Cars do not agree to the
quotation placed by respective corporation, then the overall cost of procurement of raw materials
would increase. This would inflate the overall cost of development for NOTA Sports and Racing
Cars.
Negotiation power of buyers: The extent of this element is acknowledged to be low.
This is on the grounds that, there are not many organisations inside the car business which
produce sports and racing cars. This acts as an opportunity for NOTA Sports and Racing Cars as
the organization can undoubtedly impact on client's loyalty towards them which will at last
contribute in the expansion of market share of automaker in concerned industry.
MARKET SEGMENTATION
NOTA Le Mans is a renowned branded product of company. It is important for company
to effectively segment the market in order to appeal to right target audience and inflate the
revenues of entity. Market segmentation can be done on 4 bases which are briefly described
below:-
Demographic Segmentation: Hereby, segmentation of market is based on factors like
age, sex, marital status, family size, salary, religion, race, occupation, nationality and so on. This
is one of the most well-known segmentation practices among advertisers. This segmentation is
seen nearly in each industry like automobile, cell phones, apparel and so forth.
Behavioural Segmentation: Hereby, the market is segmented on the bases of customer
behaviour, usage, needs, wants and decision making. The segments are typically divided in
accordance with knowledge and usage of product as this is a crucial aspect that affects the
buying decision of an individual.
Psychographic Segmentation: This segmentation divides the group of customers based
on their personality, attitude, way of living and frame of mind. This segmentation process works
on a premise that customer purchasing conduct can be impacted by their character and way of
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living. Character is the blend of qualities that structure a person's distinct character and
incorporates habits, lifestyles, attitudes, disposition and so forth.
Geographical Segmentation: Hereby, segments are divided in accordance with
locations. This sort of market division is significant for advertisers as with various locales may
have various necessities. For instance: water may be rare in certain areas which expand the
interest for filtered water at the same time, simultaneously it may be in abundance in other
nations whereby the interest for it is relatively less.
TARGET MARKET RECOMMENDATION AND RATIONALE FOR
TARGET MARKET
In relation to NOTA Le Mans, segmentation is done by the brand on the basis of
demographical aspect named income level. Hereby, the entity is targeting individuals belonging
to elite and upper middle class sections of society as they have the capacity to afford to buy the
model. This product would be positioned among the target audience with the help of social
media marketing as a large base of audience is present on this platform thereby enhancing the
scope of earning gains for NOTA Sports and Racing Cars.
CONCLUSION
On the basis of above discussion, it can be stated that market analysis is an important task
for each and every business organisation operating as a part of an economy. In this regard, 3
main tools are used by organisations, namely, SWOT analysis, Porter Five Force and 5 C's. All
of these together provide knowledge to an entity regarding its business environment and the
related market trends. Further, it has been analysed that for a premium branded product, it is
effective for an organisation to segment the market demographically on the basis of income
status.
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REFERENCES
Books and Journals
Sirajuddin, M.M. and Kumar, M.P.S., 2018. INNOVATIVE MARKETING STRATEGIES IN
RETAILING GIANTS: BIG BAZAR &D-MART. International Journal of Pure and
Applied Mathematics, 118(15), pp.151-156.
Young, P.N., 2018. A Practice-based Model of Effective Marketing Based on an Auto-
ethnographical Observation of Brand Management Training at Procter & Gamble
(p&g). The Marketing Review, 18(3), pp.243-269.
Telang, A. and Deshpande, A., 2016. Keep calm and carry on: A crisis communication study of
Cadbury and McDonalds. Management & Marketing, 11(1), pp.371-379.
Anwar, S.T., 2019. Kraft's acquisition of Cadbury: Was it an amicable transatlantic merger or a
hostile takeover?. Thunderbird International Business Review, 61(2), pp.439-451.
Zook, Z. and Smith, P.R., 2016. Marketing communications: offline and online integration,
engagement and analytics. Kogan Page Publishers.
Boelsen-Robinson, T., Backholer, K. and Peeters, A., 2015. Digital marketing of unhealthy foods
to Australian children and adolescents. Health promotion international, 31(3), pp.523-
533.
Chokshi, P. and et. al., 2016. Perception of Consumers towards Cadbury and Nestle. Asian
Journal of Research in Marketing, 5(6), pp.8-27.
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