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市场分析Marketanalysis市场分析Marketanalysis
Market analysis
A?market analysis?studies the attractiveness and the dynamics of a special?market?within a special industry. It is part of the industry analysis and this in turn of the global environmental analysis. Through all these analyses the chances, strengths, weaknesses and risks of a company can be identified. Finally, with the help of a SWOT analysis, adequate business strategies of a company will be defined.?The market analysis is also known as a documented investigation of a market that is used to inform a firms planning activities, particularly around decisions of?inventory, purchase,?work force?expansion/contraction, facility expansion, purchases of capital equipment, promotional activities, and many other aspects of a company.
SWOT analysis, a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project
Market segmentation
Market segmentation?is the basis for a differentiated market analysis.?Differentiation?is important. One main reason is the saturation of consumption, which exists due to the increasing competition in offered products. Consumers ask for more individual products and services and are better informed about the range of products than before. As a consequence, market segmentation is indispensable. ?Segmentation includes a lot of market research, since a lot of market knowledge is required to segment the market. Market research about market structures and processes must be done to define the “relevant market”. The relevant market is a part of the whole market, on which the company focuses its activities. To identify and classify the relevant market, a market classification or segmentation has to be done.
Dimensions of market analysis
* Market size (current and future)
* Market growth rate
* Market profitability
* Industry cost structure
* Distribution channels
* Market trends
* Key success factors
The goal of a market analysis is to determine the attractiveness of a market, both now
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