成功市场分析的五个关键步骤
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WHAT YOU DON'T KNOW CAN HURT YOUR MARKET SHARE To maximize returns on investment and identify potential opportunities, companies mustcontinuously assess the state of their respective markets. A market analysis helps companiesunderstand their current and adjacent markets by uncovering data that informs potential growth,risks, and opportunities. This infographic lays out five critical steps companies should follow whenconducting a market analysis so they can learn how to better meet market and customerneeds. BY T H E N U M B E R S FIVE C RITICAL STEPS O F A SUCCESSFUL MARKET ANALYSIS DEFINE YOUR MARKET Determine the products and services, geographies, and unitdefinitions (sales revenue, volume of production, etc.) thatwill inform your market sizing efforts. MODEL YOUR MARKET Drawing on primary and publicly available data, create amarket model to estimate the size of your opportunity andpressure-test your assumptions. QUANTIFY YOUROPPORTUNITY DETERMINE WHO YOUR CUSTOMERS AREAND DEVELOP PERSONA TYPESBuild a clear picture of your customers—including who they are,what industries and segments they sere, and what motivatesthem—and develop strategies to target each persona.UNDERSTAND WHY YOUR CUSTOMERS USE YOURPRODUCTS AND SERVICESAnalyze customers’ purchasing behavior, preferences, andinteractions with your product or service to understand whatvalue your offering provides for your clients. STEP 2UNDERSTANDYOUR MARKETDYNAMICS ACCESS MARKET TRAJECTORY INDICATORS TOUNDERSTAND HOW THE MARKET WILL DEVELOPIf hard data on projected growth rates are unavailable, thismay require collecting data through quantitative or qualitativeprimaryresearch. ASSESS THE MARKET’S REGULATORY, POLITICAL,AND LEGAL LIMITERSStudy the market’s regulatory standards, laws, and pendinglegislation to understand how they currently affect themarket and how they may disrupt it in the future. UNDERSTAND POTENTIAL SOCIAL LIMITATIONSAssess the impact that customers’ cultural and demographicfactors may have on your market, such as needs andattitudes, lifestyle trends, purchasing patterns, andadvertising and mediatrends. STEP 3 IDENTIFY POTENTIAL TECHNOLOGY DISRUPTERSReview technology literature to identify emerging ordisruptive technologies that could replace currenttechnologies used in the market. UNDERSTANDYOUR MARKETLIMITERS EXAMINE THE COMPETITIVE LANDSCAPE TO GAUGEOVERALL SATURATIONAnalyze the distribution of competitors by size, products andservices offered, and other key characteristics. ASSESS COMPETITOR STRATEGIESReview competitor news releases, marketing campaigns, andproduct introductions to determine how they differentiate andposition themselves, and identify opportunities to distinguishyour go-to-market strategy. STEP 4ANALYZE YOURCOMPETITIVEOFFERINGS IDENTIFY KEY MARKET INDICATORS Determine which market conditions you need to trackbased on your strategic goals (e.g., housing stats, consumerspending, unemployment). STRATEGIZE HOW YOU WILL MONITOR YOURMARKET INDICATORSDetermine how often to reassess the market indicatorsyou've identified so that you can understand how marketdynamics or limiters are shaping your market. STEP 5 TRACK KEY MARKET FACTORS ON ARECURRINGBASIS MONITORYOUR MARKET Deploy your strategy to continuously track your key marketindicators, using the insights gleaned to shape your marketpositioning going forward. Ready to begin a new market analysis?Develop a data-driven assessment of amarket's attractiveness with ourStep-by-StepGuide to Market Analysis.
