Market trends can be identified by analyzing price movements in a market over time. Understanding market trends requires obtaining information from the market and filtering it through knowledge and understanding. Three key threats to understanding market trends are presuming without asking questions, presuming without listening, and one-way conversations without feedback. To capture a trend idea, businesses should ensure the trend is aligned with their core business, share ideas in real time, be innovative, and know trends will not last forever. Creating market trends and partnerships with customers can help drive growth.

1. Understanding
market trends
Prof. Saša Petar, Ph.D.

2. Market trends
- global
- regional
- local
Understanding

3. •Economics is best described
as the study of humans
behaving in response to having
only limited resources to fulfill
unlimited wants and needs.
•Scarcity refers to the limited
resources in an economy.
A market trend is a tendency of a market to move in particular directions
over time. Market trends can be identify as a framework which
characterizes price tendencies within the market when price reaches
support and resistance levels, varying over time.

4. Information is all data we are recieveing from the market.
Information
How do we get the information on market trends?
Information
Market trend value

5. Knowledge is a filter which enable us to connect each information
with it’s value.
Information Knowledge
What is knowledge?
Information Ignorance

6. Knowledge
Education Experience Knowledge
Active listening
and thinking+ + =

7. Understanding comes from filtering information
through the knowledge.
Information Ignorance
What is understanding?
Information Knowledge Understanding
Misunderstanding

8. Market trends’ value can be recognized through the
knowledge
Information Ignorance
Understanding market trends
Information Knowledge Trend value
Information
Understanding
Misunderstanding

9. A question for managers / leaders:
•What are major trends in the world, in
your particular industry/sector and what
are the implications for managing and
leading?

10. 18.12.2014.
Identify the key trends in:
• 1 Technology
• 2 Demographics
• 3 Politics
• 4 Energy
• 5 Climate
• 6 Business
Output to share:
What are the top 3 trends?
What challenges do these present?
What opportunities do they present?
What are the implications for regional and/or local
trends?
What are the implications for future business?

11. • Consolidation of mature markets
• Pressure on costs and Pressure on quality
• Increasing competition
• Emergence of new niche players (start-ups in IT sector)
• Corporations vs niche players (increased pressure on innovation)
• Global communication (global everything?)
• Increasingly educated / more sophisticated / more demanding
customers/clients
• Middle class moving to China and India

13. Global trends
• Global trends are:
• Global resources and environment issues
• Green energy issues
• Transportation networks development
• Open markets
• Capital and labour migrations
• Social networks culture
• Conflicts between cultures and social values
• Wars inside the country limits (with no fights between the countries)
• Information in real time

14. Understand the trend
Listen to
understand

15. Leaving customer(s) without regular direct
contacts is a:
“Ray Charles business” hoping that customer
hears good things about us even if we are not
in a contact
“Hansel und Gretel business” hoping that
customer made a trail of bread crumbs
(memories / impression of our products /
services quality) to find us again
To understand market and market trends, you must create and
maintain the contact with the customer(s).

16. “dead business” when customer will not come
back,
“mistake business” when created customer
needs provoke the competition or
“zombie business” if customer will come back,
asking for products / sevices we do not have,
but our competition does
Selling “in the box” means that you do not know how your customer looks
like. Customer without the face (information, that can give you idea what
to do next) is either:
Therefore, if you do not recognize your customer next time you see him/her on
the market, you might lose the idea of next trend and lose the market.

17. Threats in understanding market trends
1. Presuming, not asking
2. Presuming, not listening
3. One way conversation, with no feedback
4. Ignoring the information

18. 18
You/your business can
a) Ignore market trend(s)
b) Follow market trend(s)
or
c) Create market trend(s)

20. Markets
2011-2020
 U.S.A.
 China
 EU
 Russia and stan-countries
 India / Pakistan
 Middle East
 South America
 Africa
 South-East Asia

21. GDP 2010: 10.700 billion USD
GDP 2012: 22.539 billion USD (25% of world GDP-a)
China: $12,405 billion
India: $4,684 billion
Russia: $2,513 billion
Brazil: $2,355 billion
South Africa: $582 billion
Area: 38,5 million m2
Population 2013: 2,9 milijardi (40% of world population)
Next 10: Bangladesh, Indonesia, Iran, South Koreja, Mexico,
Nigeria, Pakistan, Philipines, Turkey and Vietnam
BRICS
Brasil, India, China, Russia, South Africa

22. 22
How to capture a trend idea?
- adopt, adapt and improve -
• be sure that actual trend(s) is (are) in line with your
core business
• share ideas and knowledge in real time (internet,
social networks, etc.)
• be different and innovative
• know upfront it won’t last forever

24. How to think “out of the box”

25. 25
CREATE MARKET TRENDS,
CREATE PARTNERSHIPS WITH CUSTOMERS
• Partnerships are needed for market trends development.
• Only local competivity usually is not enough for growth and
development.
• Modern technologies enable companies for cooperation in
B2B and B2C markets.

26. Final

28. Thanks for your attention.
Questions?