260333256.

xlsx - MSA

Market Structure Analysis

source: Noel Capon

Circle
Universe
Circle 1
Circle 2
Circle 3
Circle 4
Add a row for new circle
Your Sales

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260333256.xlsx - MSA

ture Analysis
Description
Everyone (All age group & gender)

Customers who currently, actually, pay for your product

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260333256.xlsx - MSA

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260333256.xlsx - IF

Industry Forces
source: Noel Capon

Industry Force
Players
Current Direct Competitors
CDC 1
CDC 2
CDC 3
New Direct Competitors
NDC 1
NDC 2
NDC 3
Indirect Competitors
IDC 1
IDC 2
IDC 3
Suppliers
S1
S2
S3

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260333256.xlsx - IF

Impact

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260333256.xlsx - STEP

STEEPLE
Factor
Socio - Cultural

Details

Issue 1
Issue 2
Issue 3
Technological

Unawareness about Beauty Products

Unavailability of Skilled labor
Loyalty of People for existing Brands

Issue 1

Rural Distribution System

Poor Telecommunication & Internet
Infrastructure
Power Unavailability

Issue 2
Issue 3
Economic
Issue 1

Low Income of People

Issue 2
Issue 3
Environmental (Physical)

Costs for setting up research Facilities

-

Issue 1
Issue 2
Issue 3
Political

Varied weather & Temperature

Use of plastics for packaging
-

Issue 1
Issue 2
Issue 3
Legal
Issue 1
Issue 2
Issue 3
Ethical
Issue 1
Issue 2
Issue 3

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Support from Government

Tie up of Local Panchayat with existing
Competitors
Government regulation on Adverse
Publicity
Market Regulations
Legal Issues regarding minimum wages
Legal issues related to Advertising
Fairness creams
Issues related to advertising fairness
products
Attacking existing Competitors
Overpromising about the brand

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260333256.xlsx - STEP

Impact

Difficulty in adoption of the product in rural market

Low productivity
Resistance in trying out new product
Lack of proper roads will impact the distribution of
products
Difficulty in managing the business and
communicaton of brand to people
Difficulty in managing the business
People will not spend money on a new product
The company will have to churn out finances for the
new investment

The product will have to be customised to suit the

Indian Skin
Pollution created by use of plastics

In case of lack of support distribution and market

share will be affected
Market Penetration will be difficult
On higher level , Fully Concentrated marketing will
be hampered
Pricing issues
Company finances will be affected
Impact on marketing for the brand

Impact on marketing for the brand

Impact on marketing for the brand
Can lead to legal issues as well

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260333256.xlsx - STEP

Eagerness to buy:
by execution (samples)
by communication

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260333256.xlsx - LTV

Market Structure Analysis

source: Noel Capon

Term

Detail
Net Margin
Sales - Discounts - Costs
Annual maintenance expense
Cost to keep the customer
Adjusted Margim
The difference
Discount rate
firm's cost of capital
Probability or actual
Customer retention rate
customers who continued in
the following year
the factor by which retention
is brought down to NPV
for a group of customers

Margin Multiple
LTV
Term

Value

Net Margin
Annual maintenance expense
Adjusted Margim
Discount rate
Customer retention rate
Margin Multiple
LTV

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260333256.xlsx - LTV

Calculation
m
a
m-a
d
r
imp
r/(1+d-r)

imp

(m-a) * r/(1+d-r)

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Page 10