What is accompanied by favorable market conditions. Market conditions and its research

The market as a complex socio-economic category can be characterized by numerous indicators, depending on the purpose of the study. Market analysis allows:

determine the parameters of the market, identify the position of the enterprise on it;
identify competitors in the industry and assess the level of competition;
to study the need and demand of consumers for a product (service);
study the product, its place in the market and the degree to which it satisfies the needs of customers;
predict (simulate) the prospects of the product;
determine the direction of activities in order to meet the changing needs of customers.

Market analysis is the basis for developing tactics and strategy of the enterprise (both in the present and in the future), forecasting market conditions and the state of competition - the most important elements of analysis.

The market forecast presents possible options changes in the structure and volume of consumption, which are compared with estimates of the development of the production of goods, which makes it possible to obtain forecasts of sales, demand, supply and the relationship between them.

When compiling a market forecast as part of a general marketing forecast, information is used from a variety of analytical marketing research(environment, consumer, product, enterprise).

Market Analysis

Conjuncture, market conditions - the economic situation in the market, characterized by the levels of supply and demand, market activity, prices, sales volumes.

The position on the market depends on the market conditions, i.e. from the state of supply and demand. In order to understand the market situation, it is necessary to define market conditions.

Market conditions - the current economic situation, including the relationship between supply and demand, price movements and inventory, portfolio of orders by industry and other economic indicators. In other words, market conditions are specific situation, which has developed on the market at the moment, or a limited period of time, as well as a set of conditions that determine this situation.

The main purpose of studying the market situation is to establish to what extent the activity of industry and trade affects the state of the market, its development in the near future, and what measures should be taken to better satisfy the demand of the population for goods, to use the available goods more rationally. manufacturing enterprise opportunities. The results of studying the market conditions are intended for making operational decisions on managing the production and marketing of goods.

An integrated approach to the study of market conditions involves the use of various, complementary sources of information; a combination of a retrospective analysis with a forecast of indicators characterizing the market situation; application of a combination of different methods of analysis and forecasting.

The study of market conditions is based on the analysis of indicators characterizing the production and supply of goods in this group, the volume and structure retail, commodity stocks in warehouses of the enterprise, in wholesale and retail trade.

When studying the market situation, the task is not only to determine the state of the market at one time or another, but also to predict the likely nature of its further development for at least one or two quarters, but no more than a year and a half. The results of the analysis of predicted indicators of market conditions in combination with reporting and planned data make it possible to develop measures in advance aimed at developing positive processes, eliminating existing and preventing possible imbalances.

By its nature, the forecast of market indicators is a short-term forecast. Its specificity lies in the fact that the accuracy of short-term forecasts increases in comparison with annual ones, and this accuracy decreases.

Tasks in the study of market conditions

In a certain period of time, select specific and latest information from information sources throughout the market, namely, identify all competitors, study the range of products, study the pricing policy, determine the circle of people for whom your company will produce products, and other indicators.
Systematize these indicators.
To establish the strength and scale of the impact of the relevant conjuncture-forming factors, their relationship and interdependence and direction of action.
To identify the activity of interaction of these factors in the near future to develop a forecast.

Analysis of market conditions includes the study of two interrelated blocks - general economic conditions and market conditions for a particular product.

To analyze the market situation, a study is carried out:

general economic situation in the country, region;
commodity market conditions;
demand;
suggestions;
trends in the development of supply and demand for a given product (service);
development and satisfaction of needs for goods (services).

To analyze the general economic situation, the results of the study are used external environment enterprises. Among the most important indicators of the general economic situation, we will name the following:

the volume and dynamics of the gross national product, national income, production in sectors of the national economy;
investment size;
the value of the average and real wages;
the number of people employed in the national economy and industries;
indicators of the state of the domestic market (commodity stocks, volume and structure of retail trade, etc.);
dynamics of wholesale and retail prices, inflation indices;
standards of living;
dynamics of foreign economic activity;
stock market indices;
unemployment rate.

The analysis of the commodity market situation begins with a study of the demand in the commodity market, which is carried out for individual market segments:

consumer sector (population);
industrial consumption;
government consumption;
export.

The most difficult for analysis and forecasting is the consumer sector due to the interaction of a large number of factors: demographic, socio-economic, climatic, scientific and technical, psychological, national, etc.

The volume of demand depends on the purchasing power of the population, which is determined by the level of real income, the conditions for obtaining loans, the amount of savings, the ratio between the costs of purchasing goods and services. The amount of funds of the population allocated for the purchase of goods is the volume of effective demand.

The market capacity of a particular product, i.e. the volume of goods consumed (purchased) for a certain period of time is defined as the volume of production, taking into account changes in the stocks of goods and the balance of exports and imports. When the demand for a product is not fully satisfied, the phenomenon of unsatisfied effective demand arises, which is not typical for market economy or manifests itself in the initial stages of the emergence of a new product on the market.

Market capacity can also be determined using data on realized demand or the volume of retail turnover of a given product. When conducting an analysis, it must be remembered that the cost indicators of demand include wholesale and retail margins on goods. In this regard, it is recommended to supplement the cost analysis with an analysis of demand in physical terms (pieces, kilograms, liters), taking into account the structure of retail and wholesale prices, as well as their changes.

The volume of industrial consumption of the commodity market is determined by the value of consumer purchases. Among the factors can be noted general economic, sectoral, on-farm.

The volume of state consumption is determined by the state order for goods. The main factors in the development of this sector of the market are the needs of the state in this product and its financial capabilities.

The volume of exports of goods reduces the capacity of the market. Exports are recorded by the state customs services and published in statistical compilations. Among the factors affecting export deliveries, the following should be noted:

competitiveness of goods in the world market;
foreign economic policy of exporting and importing countries;
export opportunities of the exporting country.

The analysis of the offer provides: a quantitative estimation of the offer in cost and natural indicators; determination of the offer structure in terms of assortment varieties of goods by prices, types, models, quality, design, novelty, etc.; calculation of the share of individual suppliers (manufacturers and sellers) on the goods market, including the share of imports in the total supply; identification of global trends in the development of this market and the possible consequences of such trends for the country's market.

Analysis of trends in the development of supply and demand in the market under study serves as a logical continuation of the previous stages of analysis. At this stage, the main task is to identify trends in the dynamics of cost and natural meters of supply and demand, to determine quantitative and qualitative factors that affect the volume and structural changes in supply and demand, compare the identified trends in the country's market with trends in other regions and other countries; determine the stage of the life cycle at which the product is located. The results of this analysis are a reflection of the process of satisfying the needs expressed by the buyers of the goods.

The study of the commodity market conjuncture ends with an analysis of the development and satisfaction of needs, in the process of which the development of a need expressed and satisfied by means of a product, the emergence of new varieties of it or, conversely, a decrease in need or its disappearance is monitored. In addition, the possibility of satisfying the need with the help of another product is being studied - a substitute, probably not yet on the market.

The tasks of researching needs are of a qualitative nature and are solved mainly through surveys of consumers and specialists - marketers, merchandisers, sociologists. The results of the analysis of the conjuncture of the commodity market, together with the forecast of the general economic situation, become the basis for the development of a market forecast.

When one person comes to mind good idea, and he begins to successfully deal with it, then soon he will have followers who offer analogues. And together, all these entrepreneurs influence the situation that is developing in the market.

What is called conjuncture?

There are several definitions for this term. Within the framework of the article, five of them will be presented, which consider the phenomenon of "conjuncture" from different points of view. What is it according to economic textbooks:

This is the name of the relationship that has formed between supply and demand as individual goods, and their groups according to their mass (in quantitative or monetary terms) of the total number of products.
Specific economic situations that develop in the market in a certain period of time. It reflects the current balance of supply and demand.
The set of conditions that determine the market situation.
The state of the economy at a given point in time, which is determined by various targets.
The result of the interaction of various factors (natural, social, managerial, technical), the influence of which determines the position of the company in the market.

Analysis of the conjuncture of each individual subject is carried out taking into account a number of features. Thus, it is mandatory for markets to take into account mutual influence and interaction with other structures of this type (or located on the territory of other countries). It must be understood that each subject has close connection with the general economic situation that exists in a single country or even an entire region.

What is needed to study this phenomenon?

We know what conjuncture is. What is informing for a full understanding of the process is not enough - I think you also noticed. Therefore, we will pay attention to a number of additional information. So, when studying market conditions, it is necessary to analyze:

Demand indicator for a product.
The market share of various enterprises.
Indicators of material production, which make it clear about the number of goods offered on the market, its capacity and saturation level.

Characteristic

The conjuncture of the enterprise is determined by a set of conditions due to which the market situation is formed at a given point in time. Therefore, based on the state of affairs, it can be of two types:

High conjuncture (favorable). Its feature is a balanced market, as well as a growing or stable (at least) sales volume. Also, prices are in equilibrium.
Low conjuncture (unfavorable). Its peculiarity is the market with characteristic features an imbalance in which there is no or reduced demand. This is accompanied by significant price fluctuations, a sales crisis, as well as a shortage of goods.

A clear boundary between the induced definitions is not provided. Therefore, as an addition, they can talk about a lively, developing, stable, stagnant, regressing market.

Indicators

These are indicators by which specialists and experts evaluate market conditions. What does this mean in practice? Prices, inventory indicators (which can act as relative or absolute indicators) are indicators that tell specialists and experts where the market is. Moreover, the specificity is such that judging everything only by one of them is not a promising matter. They must be taken into account as a whole. So, if there is an increase in the number of transactions, but sales volumes are at the previous level, then this means that it is not the market that is recovering, but a large number of small firms have entered it. A similar role is played by the occurrence of a shortage or surplus of commodity stocks. So, their formation suggests that a sales crisis and inflation are looming.

What are the main indicators of market conditions?

Thanks to them, a superficial analysis can be carried out:

The ratio of supply and demand for a product (service).
Market development trend.
The level of volatility (or stability) of the market.
Degree business activity.
The scale of market transactions.
The scope and strength of competition.
The impact on the market situation of a certain phase of the seasonal or
The level of commercial risk.

If it is necessary to investigate the situation more deeply, a number of other parameters are used, the choice of which depends on the goal. We will return to them.

Subject, subject and tasks in the study of market conditions

These are important components necessary for high-quality processing of the result:

Thing. It is understood as the study of mass processes and phenomena, due to which a specific market situation is determined, which can be assessed qualitatively and quantitatively.
Subject. They serve as various commercial structures(in this case they say that there is a marketing conjuncture), public organizations, government bodies and scientific institutions.
Tasks:
1. Collect and process business information.
2. Describe the scale of the market.
3. Identify development trends.
4. Assess and analyze the main proportions of the market.
5. Analyze fluctuation, seasonality and cyclical development.
6. Assess regional differences.
7. Monitor business activity.
8. Evaluate
9. Monitor the intensity of competition and monopolization of the market.

Secondary indicators

Their use depends on the goals of the research. In general, the following indicators exist and are used:

Offers of services and goods:

Volume, structure and dynamics of production.
Potential and elasticity of supply.

Consumer demand for services and goods:

Volume, dynamics and degree of satisfaction of requests.
Consumer potential and market capacity.
elasticity of demand.

Market proportions:

The ratio of supply and demand.
The structure of trade.
Division of the market between the manufacturer and wholesalers and retailers.
Distribution by form of ownership of product sellers.
The ratio between and consumer goods.
Regional structure of the market.
The distribution of buyers based on their consumer characteristics (age, income level, and so on).

Prospects for the development of the studied market:

Rates of growth and gain in sales, inventory, profits, investments, prices.
Trend options.

Fluctuation, stability and cyclicality of the market:

volume of sales, prices, inventory in a certain time period and in some territory.
Parameters of models of cyclicity and seasonality of functioning of subjects and the environment of their interaction.

Regional development of the market and its condition:

Variations in the ratio of supply and demand depending on the territorial characteristics.
Regional level of requests per person.

Business activity:

Composition, fullness and dynamics of the portfolio of orders.
The number, size and frequency (and its changes) of transactions.
Workload of production and trading facilities.

Commercial risk:

Rationality of investments.
Risk of marketing decisions and market fluctuations.

The level of competition and monopolization:

The number of firms in the market for a particular product. Their form of ownership, organization and specialization is also taken into account.
The distribution of firms according to their volume of production, sales and marketing.
Level of privatization (number of such enterprises, their share in the market volume, organizational form).
Market division (grouping companies by their size or share in total sales).

These are the conjuncture factors. But economic sciences are constantly developing, so it is not a fact that in a few years this list will be incomplete.

World conjuncture

This is the most difficult and at the same time the desired level. Single center conjuncture is absent here. So, if we talk about the stock and currency markets as concrete examples, then here as the places where the greatest activity is New York, Tokyo and London. There are also large regional centers - such as Moscow and Beijing. When there is a change in the conjuncture under the influence of certain trends or decisions taken by governments, this affects the whole world to one degree or another. That's just the difference in their influence is different.

Conclusion

We have considered the situation. What is it, you have an idea how and on the basis of what indicators the concept of it is formed. Of course, this is not all information on this topic. This article is purely informational, and formulas were not placed in it, according to which various parameters are calculated. And half of all subheadings, if they are well opened, could fit many times larger volumes than this text has.

Federal Agency for Education Russian Federation

Branch SEVMASHVTUZ State Educational

institutions of higher vocational education

"St. Petersburg State Marine Technical

university" in Severodvinsk

Faculty of Correspondence and Distance Learning

Department No. 17

TEST

Subject "Marketing"

Topic: "Market conditions, its types"

Student Kabeeva I.V.

Group 2391u-1

Teacher Zakoretskaya

Olga Sergeevna

Severodvinsk

Introduction 3

1. Market conditions and its types. 5

1.1 Factors affecting market conditions 5

1.2 Main objects of market research 10

1.3 Market environment and forecasting 13

2. Market capacity 17

3. Market segmentation 22

References 30

Introduction

One of the definitions of the word "conjuncture" is the connection of various circumstances, phenomena and conditions that have developed for a given period of time, creating a certain situation in any area of public life. The concept of conjuncture was first used in Germany in the 17th century. economist A. Wagner. Most important factors, influencing the conjuncture, he called changes in production technology, changes in the amount of crop in agriculture, changes in economic policy and social structure society.

W. Mitchell became the founder of market research. His main idea was the statistical study of the system economic indicators explaining the action various factors and economic modeling of the processes changing the conjuncture. If we talk about the economic conjuncture, then it is determined by the ratio of factors and conditions and expressed by the ratio of demand, supply and price dynamics, production of goods and inventories. However, the main mechanism in the formation of market conditions is the price, because it ensures the interaction of all other factors and maintains the dynamics. The definition of the concepts of supply and demand can be given in relation to price. Demand is the quantity of a given good that can be purchased at a given price. Price is one of the main factors influencing supply and demand, and consequently the market situation.

The conjuncture of the economy, as an object of study, is a specific ratio of the process of social reproduction at a certain time, within various frameworks, for example, sectoral ones. The economic conjuncture that develops under the influence of conjuncture-forming factors is an integral part of economic science.

Market research is one of the methods of operational market research, which provides industries and enterprises with information about the state of the market at the moment, reveals the reasons for changes in supply and demand, as well as expected directions for the development of the market in the coming months.

my goal control work consists in the most complete disclosure of the topic: “Market conditions, its types”, what the market is and what the conjuncture consists of.

The task is to determine the types of market conditions, such as price, price policy, demand, supply, enterprise resources.

Books helped me in writing my work: Baryshev A.F. Marketing: Textbook / Alexander Fedorovich Baryshev.- 3rd ed., ster.- M .: Publishing Center "Academy", 2005.-208 p. and Fedko V.P., Fedko N.G., Shapor O.A. Marketing for technical universities. Series “Textbooks for technical universities”. Rostov n / a: Phoenix, 2001.-480 p.

1. Market conditions and its types

1.1 Factors affecting market conditions

The study of the conjuncture of commodity markets includes the processing, analysis and systematization of quantitative indicators and qualitative information characterizing the development of the market in a given period of time. The choice of a system of indicators is determined by the objectives of a particular study, for example, analysis of market development, analysis of the market situation over a certain period of time, changes in the technical and economic characteristics of production.

All market-forming factors that stimulate the development of the market or restrain it are classified into:

Permanent

Temporary

Cyclic

Non-cyclic (2 p. 128)

TO permanent factors include state regulation of the economy, scientific and technological progress, inflation, seasonality in the production and consumption of goods.

Factors affecting the conjuncture are periodically called temporary. These are, for example, natural disasters, social conflicts, emergency situations.

In the development of markets, a certain recurrence may appear, cyclicality caused by seasonal changes in supply and demand, life cycles goods (bringing goods to the market, growth, maturity, decline), shifts in the reproductive structure, fluctuations in investment activity, a change in economic policy.

Factors non-cyclic nature determine the specifics of the production and sale of specific goods. The impact of various factors on the process of production and circulation of any product makes it possible to identify links between ongoing events and the causes that caused them. It is the impact of various factors on the process of production and circulation of goods that is reflected in the movement of market conditions.

Under the types of conjuncture understand the price, demand, supply, availability of resources.

Price, demand, supply contribute to the establishment of equilibrium in the market.

Demand is the relationship between the price of a good and the quantity that buyers are willing and able to purchase.

The law of demand - the lower the price of a product, the more of it buyers are willing and able to purchase. (2 p. 135)

Supply and demand factors (2 p. 134)

1 Change in the volume of demand (supply)

2 Changing the demand (supply) function

Certain conditions under which goods are purchased:

1 Disposable income

2 Prices of goods that serve a similar need of so-called substitutes

3 Prices of goods that increase satisfaction or benefit from the consumption of this product

4 Condition for expecting price changes in the future

5 Population

6 Consumer tastes and preferences

Consistent with the individual behavior premise, which means that consumers seek to maximize the net income or benefit from the consumption of goods.

The dependence of demand on its factors is called the demand function.

Non-price factors affecting the change in demand:

1 Change in the usefulness of a thing

2 Change in income (buy more for the same price)

3Change in the price of substitutes (when prices fall, demand switches)

Demand curve configurations and patterns of consumer behavior.

The income effect shows how the real income of the consumer changes when prices change, given income It shows how much the price of a commodity lowers a person to become richer.

Substitution effect - demonstrates the relationship between the relative prices of goods and the dependence of consumer demand.

The interaction of the income effect with the substitution effect occurs in a situation with normal goods, i.e. goods, the demand for which increases with an increase in consumer income.

The income effect and the substitution effect act in opposite directions, on the one hand, a change in prices for low-quality goods will lead to an increase in demand for them (substitution effect), on the other hand, due to the income effect, the consumer will become richer, and a rich person will not purchase low-quality goods .

If low-quality goods occupy an insignificant place in the total volume of consumer income, then the substitution effect is greater than the income effect and the consumer buys more inferior goods.

But in economic theory a situation may arise when a decrease in the price of a product leads to a decrease in demand for it and vice versa.

This effect is called the Giffen effect. The "Gifen paradox" lies in the fact that as the price of a commodity increases, low-income individuals increase its purchases, abandoning other types of consumption and reducing their consumption mainly to the consumption of this product. The Veblen effect refers to a decrease in demand for luxury goods due to falling prices.

Under normal conditions, there is a relationship between price and quantity demanded, which leads to a negative slope of the demand curve.

Supply is the quantity of a good that sellers are willing to offer on the market at each possible price per unit of time. The volume of supply is the maximum amount of goods that sellers are willing to offer on the market per unit of time, under certain conditions:

1 The price of this product

2 Input prices

3 Prices for other goods

4 Availability of necessary resources

5 Nature of applied technology

6 Inflation expectations

7 Taxes and subsidies

8 Natural and climatic conditions

9 Number of sellers (2 page 136)

Demand can be of the following types

negative demand. The challenge is to explore the source of the resistance, to determine if negative attitudes can be changed by redesigning the product and more aggressive incentives.

Lack of demand. Consumers may not be interested in the product or indifferent to it. The task is to find ways to link the inherent properties of a product with the natural needs and interests of a person.

conjuncture(from lat. conjungere - I connect, I connect) - the economic situation in the market at a certain moment as a result of the interaction of factors and conditions that determine the ratio of supply and demand for goods, as well as the level and dynamics of prices for them.

The need to study the conjuncture is determined by the essence modern marketing, its clear focus on meeting the needs of the market. Therefore, the assessment of the market situation is an important part of not only market analysis, but also marketing research in general. The conjuncture has a significant impact on the content of the entire marketing activities company and its position in the market. By carrying out market research, an enterprise can obtain objective information about the situation on the market and predict its development, therefore, competitive advantages. At the same time, the level of commercial risk is reduced, the appropriate market segment or market niche is determined, the direction of diversification is chosen, the optimal price level is set, etc. commodity marketing strategy competition

Characteristic features of market conditions are dynamism, proportionality, variability and cyclicality.

The main indicators characterizing the conjuncture of the commodity market

the scale of the market (its capacity, sales volume, the number of enterprises of various types operating in the market)
The degree of market balance (supply and demand ratio)
· price level
type of market (competitive, monopolistic, etc.)
market dynamics (changes in its main parameters)
Degree of business activity
The strength and scope of competition (the number of competitors, their activity)
· degree state regulation this market
Barriers to market entry
· commercial terms sales of goods

Market analysis is designed to comprehensively characterize the market situation and give comprehensive assessment the state of the market, primarily from the position of the marketing activities of the enterprise, i.e. whether the situation is favorable for the implementation of the set goals.

Estimates of market conditions are made on the basis of market indicators - indicators that allow, alone or in combination with others, to reflect the market situation. Market indicators, in particular, include:

receipt of goods (delivery or alternatively production volume)
sale (volume of sales in value terms or natural units)
commodity stocks (in value terms or in days of turnover)
prices
profit (or profitability)

Often, market indicators are not static indicators, but their growth rates (dynamic indices). So, on the basis of monitoring the change in commodity stocks, it is possible to carry out an indirect assessment of the proportionality of the market.

The fact is that commodity stocks are sensitive to any changes in the ratio of supply and demand. The excess of demand over supply causes a reduction in inventories, and the excess of supply over demand (or their qualitative discrepancy) is accompanied by an increase in inventories (overstocking). The stability of commodity stocks testifies to the balance of the market.

The situation on the market can also be reflected by informal market assessments, which are characteristics of buying sentiment and inflation expectations.

Market Research

When researching market conditions, it is necessary to:

take into account the interconnections and interdependencies of economic phenomena occurring in the market
exclude the mechanical transfer of trends identified in some markets to others, even related markets, and the general economic situation to all specific commodity markets
Continuously monitor (monitor) the markets due to their dynamism
observe a certain sequence of study: the preparatory stage, current observations of the development of the market situation, analysis of market information, development of a market forecast

At the preparatory stage, the object of study, the main indicators of the situation, and the range of sources of necessary information are determined.

Current monitoring of the development of the conjuncture involves the collection, storage, verification, correction, systematization and primary processing of the data obtained on the state of the market under study.

The purpose of the analysis of market information is to identify patterns and trends in the development of the conjuncture of the market under study.

The conjuncture forecast gives an assessment of the prospects for the development of the market and is the basis for developing a strategy and tactics for the enterprise. The quality of the forecast is determined mainly by how deeply and comprehensively the analysis and assessment of the factors of formation and development of the conjuncture are carried out.