The Four Dimensions of Market Analysis
Market analysis is a critical component of business strategy planning. It helps businesses understand their target audience and competitors, while demonstrating the viability of their business ideas to investors and lenders.
There are several dimensions of market analysis, including market size, growth rate and trends, demographics, and competitor analysis. This article will explore each of these in detail.
Target audience
Market analysis is an important tool for businesses that want to validate their business ideas. It helps them understand how well their products will perform in the market, and allows them to identify opportunities for growth. It also helps them secure investments by demonstrating the viability of their business plans. It can be done in a variety of ways, including segmentation and product development.
The first dimension of market analysis is identifying the target audience for the product. This is the group of people who are most likely to buy your product based on their age, location, income, and other factors. This can be determined through surveys, programs, and other sources. This information will help you create more efficient marketing messages. It is important to note that target audiences change over time, so it is vital to reevaluate them regularly. This will ensure that you are focusing on your most promising customers. It will also help you determine which products are gaining traction in the market and which ones are losing ground.
Competitive analysis
A competitive analysis is an important part of any market research project. It identifies market participants that are positioned to encroach on your business and assesses their operational strengths, substantive weaknesses, and product offerings. Ideally, you should look at seven to ten competitors for this analysis. Include a mix of direct and indirect competitors, as well as substitute products that can “steal wallet share” from your customers.
A thorough competitive analysis also includes evaluating your competitor’s pricing models and strategies. You should pay particular attention to any discounts they offer, as this can provide new opportunities to attract customers and increase your revenue projections.
A market analysis is a crucial step in starting a new business, but it can be difficult and time-consuming to conduct. In some cases, a company may choose to hire in-house staff or contract with a professional consultant. Regardless of how you conduct your analysis, be sure to record all of your findings in a single file.
Market size
Market size is the accurate estimation of the number of potential buyers for a new product or service within a specific market sphere. This is a critical part of the market analysis process that allows industry players to make profit-based feasibility judgments on new products or services.
Market sizing surveys can be relatively quick and easy to administer, making them a useful tool for swiftly measuring demand in the target market. For example, a business could use a survey to determine the number of people in a certain city who would be interested in its new line of healthy snacks.
Competitor analysis is also important to consider when assessing market size. Businesses should note similarities and differences between their competitors, such as product cost, operational efficiency, brand recognition, and market penetration. This can help them develop a better competitive strategy. Also, they should track changes in the market, as these trends can rise or fall at a moment’s notice.
Environment
Market analysis is a large part of the overall research process that leads to a business plan. This is the blueprint that takes a business idea and makes it a profitable reality. It is also used to secure funding from investors or lenders.
When conducting market analysis, it is important to use data that is reliable. It should be collected from reputable sources and organized into an easy-to-read document. This will make it easier for you to share the results with others.
One of the most important aspects of a market analysis is understanding the environmental factors that may affect a company. These include economic, social, technological, and legal and political factors. For example, if a company is in a highly regulated industry, it must keep up with changes in legislation. This will ensure that the company does not fall behind its competitors. It will also help the company determine the most viable business strategies.