Download Market Analysis for Organizational Sustainability: Prioritizing Volatile Market Segments and more Slides Marketing Management in PDF only on Docsity!
Page 1 of 2
ORGANIZATION: ________________________
Template 3: Market Analysis
Market Segment Prioritization Activity
Step 1: Program Specific Considerations
The screen encompasses an evaluation of the organization as a whole, but different programs may react differently to market changes. Are there particular programs that are currently more vulnerable to market changes in one or more of these five areas?
Market Component
Vulnerable Program(s)
Direct Beneficiaries
Other Beneficiaries
Other Organizations
Inputs & Labor Market
Political & Social Environment
Nonprofit Sustainability Cohort Page 2 of 2 2019
Step 2: Assessing Urgency & Impact
With specific programs and external dynamics in mind, ask two key questions to prioritize which market aspects are currently impacting their organization’s business model most:
- How quickly is each market component changing relative to the others?
- In relative terms, how significantly would a change impact the organization’s sustainability (impact and financial viability)?
To conduct this prioritization activity, rate the speed at which individual components are changing and the significance with which each impacts the organization on a scale of 1 (low) to 5 (high).
Market Component
How quickly is the market changing?
How significantly would a change impact the organization’s sustainability?
Total
Direct Beneficiaries
Other Beneficiaries
Other Organizations
Inputs & Labor Market
Political & Social Environment
Step 3: Determining Areas of Focus
By totaling the two numbers, determine which segments of the market are most volatile. Using a table to summarize this analysis, and a color-coding scheme described below, you’ll create a visual representation of the volatility or placidity of your market.
- Red: Score 8 to 10 “High Priority” - These aspects of the organization’s market are either changing rapidly or having a significant effect on the organization’s business model. They must be addressed when setting strategy.
- Yellow: Score 5 to 7 “Bears Watching” – These aspects are on the edge, perhaps not as a high a priority as other aspects of the market but should be watched to understand better how they may influence the organization’s business model.
- Green: Score 2 to 4 “Stable Influence” – These aspects are relatively stable and not in need of in- depth monitoring.
