Marketing Research

Marketing research on the commercial real estate market

"I like strawberry with cream, but fish prefers worms.
That is why; when I go fishing, I must think what fish likes."
Dale Carnegie (Principle of strawberry with cream)

Analysis of market development trends and sales volume forecasting:

• Analysis of general market development trends;
• Analysis of the market state (of supply-and-demand fluctuations, of price level);
• Determination of potential and real market capacity, capacity forecast;
• Production volumes;
• Export and import.

Analysis of commodity and company composition of a market, competition analysis:

• Principal goods manufacturers and volumes of their production;
• Principal producers’ and importers’ market shares;
• Commodity composition of a market (market composition by assortment);
• Capacities of separate market segments (markets of separate assortment groups);
• Comparative analysis of supplies, competitiveness of goods;
• Competitive situation within a market, competition development trends, key market players and comparative analysis of their competitiveness;
• Regional aspects of competition.

Analysis of foreign-trade operations:

• Import and export of products (in Russia as a whole, and in separate regions);
• Supply volume and value;
• Import-export distribution by countries of destinations (buyers);
• Import-export distribution by countries of origin (suppliers);
• Distribution by delivery dates;
• Distribution of delivery by product names (with detailed information about products, prepackaging, packing);
• Distribution of supplies by importers (buyers) and exporters (suppliers);
• Distribution of supplies by consuming industries.
• Distribution of product supply by specific TN VED (Foreign Economic Activity Commodity Nomenclature) codes;
• Distribution of supplies by customs regime (export, re-export, processing and so on);
• Getting of information on average contractual prices and analysis of them;
• Analysis of product structure of import and export and so on.

Analysis of buyers:

• Analysis of the wholesale market structure: main intermediary channels (dealers, distributors and others);
• Key players of a wholesale market;
• Regional market structure;
• Segmentation of wholesale and retail market, typology of consumers;
• Determination of target market segments and evaluation of their capacity;
• Analysis of supply and demand on the target market segments;
• Creation of « a target consumer profile» (social and psychological portrait of the end consumer);
• Analysis of buyers’ demands and requirements to a product;
• Analysis of buyers’ behavior (socio-cultural norms of purchases and consumption, purchases and consumption situations, consumption norms, places of purchases, choice factors and others);
• Brand and type preferences of end consumers, information distribution concerning goods and manufacturers;
• Analysis of price expectations of end consumers.

Sales volume forecasting as regards separate target market segments from the angle of the assortment.
Determination of demand elasticity and optimal product price:

• Price analysis (wholesale, retail, contractual, world);
• Analysis of demand flexibility by price, break-even analysis of production and sale activity;
• Sales volume forecasting;
• Determination of optimal market price (contractual, sale, retail).

Analysis of market sale structure and selection of optimal structure for distribution channels:

• Analysis of contractual relations between suppliers and wholesalers;
• Analysis of terms and conditions of delivery and payment used in main channels;
• Analysis of additional services rendered by suppliers;
• Determination of conditions under which buyers would agree to change a supplier;
• Forming of initial database on clients;
• Development of practical recommendations on realizing of sale activity (sale management);
• Assistance in the establishment of direct contacts with potential clients.

Analysis of external and internal marketing environment of an enterprise, evaluation of its competitiveness:

• Evaluation of enterprise and product competitiveness;
• Positioning of enterprise products on the market and elaboration of recommendations on positioning;
• Strategic analysis of external marketing environment of an enterprise, singling out and ranking of the most significant threats and opportunities from external marketing environment.

   Marketing research on the commercial real estate market

The commercial real estate market has been showing positive dynamics recently – construction of shopping, office, hotel and storage premises has seized the whole country. Investments in such projects are considered to be the most profitable. At the same time the forecast profitability is accompanied by high risks.

One of the mechanisms of lowering of commercial risks related to building of commercial real estate is marketing research.

The experts of Agency “Market” elaborated the tools for comprehensive research on the local market of services of a shopping or shopping-recreational center or of other commercial real estate objects for the purpose of marketing substantiation of a project. The method helps to avoid mistakes in planning and construction, to get the answers to every question the owner, the investor or developer is interested in, namely:

• where to build an object
• what is the shopping area (for a shopping center/shopping & recreational center)
• how to differ from competitors
• what is the size of the target audience
• what format should be selected (a shopping-recreational center, a hypermarket?)
• who must become a tenant
• how to plan a promotion campaign?

Basing on this method some marketing investigations were successfully conducted in Moscow, Kaliningrad, Vologda, Komsomolsk-upon-Amur, Voronezh.

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