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Market Analysis
The market analysis addresses the question, "What is the business potential and the keys for success ?". The market analysis is the basis for deciding on the marketing strategy and the marketing plan.
The Market
Define market characteristics such as:
- General market description
- Business opportunity
- Market segmentation
- Market size & trends
- Competition
- Customer profile
- Business environment
General
Introduce the target market and explain the need and demand, major characteristics, market size, and the business opportunity.
Segmentation
Divide the overall market into specific segments, to evaluate the market. Segment the market according to the following keys:
- By geographical market: split the overall market into geographical marketplaces, such as continents, states, cities.
- By customer type: split the overall market according to customer types such as industries, social & economic parameters, professions, age.
- By application type: split the overall market according to application.
Market Size & Trends
Evaluate the market size and trends per market segment, and present it in a table similar to the one below:
Market size and trends
|
20xx |
20xx |
|
Market
Share |
Market Size |
Market Share |
Market
Size |
Automotive Industry |
33 % |
$ 152 M |
45 % |
$ 26 M |
Electronic Industry |
42 % |
$ 193 M |
26 % |
$ 15 M |
Aerospace Industry |
10 % |
$ 46 M |
7 % |
$ 4 M |
Other |
15 % |
$ 69 M |
22 % |
$ 13 M |
Total |
100 % |
$ 460 M |
100 % |
$ 58 M |
Competition
Describe your main competitors, addressing the following questions:
- Who is the competition?
- How strong is the competition in the market?
- What is our competition's market share?
- What are the distribution channels?
Customer profile
Provide a potential customer profile, including:
- Short description of the customer
- Short description of purchasing behavior
Business Environment
Define the business environment and how it affects market behavior. |
