Market Analysis & Approach
What are we going to do now? â—? Understand the basics of the role of marketing â—? A market analysis â—? A plan for university relations development
The 4 Ps of Marketing Of these, what do LC MKT teams in AIESEC focus on? **But, we must understand all of it
To do this as effectively as possible, we must first understand our target. To do that, we are going to do a market analysis
The output of a market analysis is a segmentation your market. From your segmentation, you can find your target.
To Do A Market Analysis : 1. Get the basic info of your general market : ○ Who is it ? ○ Market Size ○ Market Growth 2. Understand the main trends that are affecting your market 3. Talk to your market to gain more insight (calls, focus groups) 4. Segment your market 5. Define your target
1. Get the basic info of your general market : ○ Who is it? ○ Market Size ○ Market Growth
Look for the data ‘5
1. Understand the main trends that are affecting your market
Look in the news. What’s big for young people in your city right now? ‘5
1. Talk to your market to gain more insight (calls, focus groups)
Let’s ask the biggest enablers of our market right now : universities. ‘15
PREGUNTAS ● How many people go abroad? ● How many people apply to go abroad that do not go? ● Can they get university credit for going abroad? ● Where do they want to go? ● Why do they want to go?
1. Understand the main trends that are affecting your market 2. Talk to your market to gain more insight (calls, focus groups) 3. Segment your market
Make a list of all the universities, and all the departamentos o carreras you have. ‘5
1. Define your target
Which carreras are you targeting for which AIESEC product? Think about what the product offers v. what your customers want.
‘5
How to target them?
The AIESEC Blue Book : http://www.aies.ec/ai-resources/2016/7/25/the-blue-book
University Development
Your University Development Plan In the next 6 months, of the universities in your LC which 2 do you want to have a very strong presence in? What are the main priorities of these universities? What is the reputation of these universities?
Your University Development Plan Which departments and other university groups in those universities do you need to work with to make “a strong presence” happen? Who are their decision makers? What are their individual priorities? Why would they want to work with AIESEC? Let’s write out how to get there. What monthly KAIs from September to the end of your term?
Tips for University Relations Development ● The more supporters you have in the university, the more leads you will get. Students are highly influenced by what their professors and department heads endorse (From the Youth Speak Survey, Academic Institutions are the most trustworthy sources of information for Mexican youth). ● Universities care the most about the employment of their students, the professional development of their students, and the exposure their university gets. ● The more you align your sales pitches to the priorities of the university, the more likely they are to cooperate with you.
Gracias !