How to Make a Market Map with Mekko Graphics
A market map is a powerful tool that breaks down sales data into two categories to analyze market segments and opportunities. Learn why and how to build a market map, find data sources, and understand the benefits for your business. Discover tips on creating effective market maps and explore examples to enhance your strategies and decision-making process.
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Presentation Transcript
HOW TO MAKE A MARKET MAP David Goldstein President February 24, 2015
Agenda What is a market map? Why would you use one? Where would you find the data needed to build one? How do you build a market map with Mekko Graphics? How do you tweak it to become a million dollar chart? 2
What Is a Market Map? Two-dimensional chart that shows breaks down sales into two categories One category is typically competitor The other is often region or market segment Examples: Broadband usage by provider and country maps the European broadband market US auto sales in units by segment and competitor IT spend by segment and sub-segment 3
Why Build a Market Map? Show the relative size of market segments E.g., what are the largest segments of the IT market? Identify opportunities for consolidation Segments with many smaller competitors Find the white space Segments that your company is not in or is relatively weak Determine segments to exit I.e., segment with a dominant competitor 4
Before You Get Started Categories and sub-categories should be MECE mutually exclusive and completely exhaustive Need to identify all relevant categories and sub- categories with no overlaps Can group smaller segments into other Market maps are for a single time period They are not a good chart for tracking trends over time 5
Market Map Data Sources Internet for popular and regulated industries Auto (but not wiper blades) Tech smartphones, broadband, PCs Airlines Industry analysts Paid reports Company financials Often hard to get segment data Internal/partner resources Your sales team or partners Estimates are OK GOOD CAR BAD CAR Passionate Tracking Of Auto Sales Data 6
US Auto Industry Market Map Cars and SUVs are largest segments and both are very fragmented with the top 5 models having under 30% share. The pick-up segment is much more consolidated. Source: Good Car Bad Car
US Auto Industry Data Data from web: Data in Mekko Graphics datasheet: Cars 7,935,161 4,186,865 428,606 388,374 339,498 335,644 325,981 306,860 273,060 222,023 219,634 216,936 188,519 183,268 160,873 159,020 Crossovers/SUVs Pick-up Trucks Other 5,314,878 3,056,939 % December December% Change 2014 2013 Rank Car 2014 2013 Total Other Toyota Camry Honda Accord Toyota Corolla/Matrix Nissan Altima Honda Civic Ford Fusion Chevrolet Cruze Hyundai Elantra Ford Focus Hyundai Sonata Chevrolet Malibu Nissan Sentra VW Jetta Kia Optima Honda CR-V Ford Escape Toyota RAV4 Chevrolet Equinox Ford Explorer Nissan Rogue Jeep Grand Cherokee Jeep Cherokee Jeep Wrangler Subaru Forester Ford F-Series Chevrolet Silverado Ram P/U GMC Sierra Toyota Tacoma 2,320,219 913,362 229,950 913,362 Change #1 Toyota Camry 428,606 408,484 4.90% 31,618 29,964 5.50% #2 Honda Accord 388,374 366,678 5.90% 31,589 32,321 -2.30% Toyota Corolla/Matrix #3 339,498 302,180 12.40% 30,125 22,562 33.50% #4 Nissan Altima 335,644 320,723 4.70% 32,331 24,816 30.30% #5 Honda Civic 325,981 336,180 -3.00% 25,337 29,000 -12.60% #6 Ford Fusion 306,860 295,280 3.90% 23,166 24,408 -5.10% Chevrolet Cruze Hyundai Elantra #7 273,060 248,224 10.00% 17,800 18,162 -2.00% 335,019 306,212 267,698 242,242 209,994 199,199 183,786 178,508 175,328 159,953 #8 222,023 247,912 -10.40% 18,860 21,692 -13.10% #9 Ford Focus 219,634 234,570 -6.40% 14,883 15,569 -4.40% Hyundai Sonata Chevrolet Malibu #10 216,936 203,648 6.50% 17,924 14,479 23.80% #11 188,519 200,594 -6.00% 16,817 15,493 8.50% #12 Nissan Sentra 183,268 129,143 41.90% 15,393 10,799 42.50% 753,851 529,755 439,789 211,833 155,041 Volkswagen Jetta #13 160,873 163,793 -1.80% 15,578 15,393 1.20% --- Total 7,935,161 7,801,870 1.70% 679,303 632,957 7.30% 8
Tips to Make Your Market Map a Million Dollar Chart Keep the number of series in each bar under 10, to make the chart more readable Use Other series to group smaller data Sort your bars biggest on left and series biggest on bottom Use color and shading to highlight or group Highlight key company Group similar companies or subsidiaries based on color or shades Add a data row for segment growth, margins or other key data 10
Questions and Next Steps Questions? Use chat feature of GoToMeeting Also, can you suggest other topics for how to webinars? Resources http://www.mekkographics.com/resources/ch arts-by-type/marimekko/ http://www.mekkographics.com/resources/bl og/ Email us at: support@mekkographics.com or david@mekkographics.com 11
