Market Analysis: A Comprehensive Guide In 4 Easy Points

In the present scenario, where a single product has so many competitors, it is quintessential to learn about the market before launching it. With technology advancing at infinite speed and new enterprises thriving at any available opportunity, sustaining a profitable business is a difficult task. However, a lucid and proper understanding of the market can aid you in accomplishing that difficult task. Now, just by plain observation or by reading the newspaper you are not going to get the desired insight. 

How do you intend to learn about the market and its aspects? 

Well, in-depth knowledge of the topic, market analysis can get you going. This analysis involves examining both qualitative and quantitative factors that influence the success of a product.

  1. What is market analysis?
  2. Market analysis definition
  3. How to do an effective market study?
  4. Market analysis techniques

1. What is market analysis?

A thorough market analysis is an indispensable part of a successful business plan. A preliminary analysis involves determining how suitable the product/service offered by your company is. Learning about the impact the product might have on the customers, stakeholders, and the other pillars of a market, how it has an upper edge when compared to its rivals, and how all of these serve as a concrete foundation for decision-making are few of the aspects involved.

The necessary information is collected and the most important characteristics of the target market are deduced. Realizing the potentials of the SWOT method is an integral part of the research. SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats and it aims to push your organization to further improvement, thereby, enabling you to reap a wholesome profit.

2. Market analysis definition

Marketing analysis provides you with a holistic, or well-rounded picture of the markets you are interested in operating in. Market analysis is a large part of market research and an important component of a business plan. In this plan, business founders document their business idea in writing. During the market analysis, a specific market is taken into account. With the help of the results displayed, companies can identify the opportunities and risks of that particular market. The target group forms the basis of the market analysis.

3. How to do an effective market study?

An efficient market evaluation can be simplified through the concept of dimensions. These include: –

A) Market Size

A clear understanding of the size of the market is of prime importance. Consider that the product you intend to launch is for a bigger sized market. In that case, you must be well aware of the unique features of the competitor’s product as well. If you sell the product at a high price, customers might switch to reasonable ones and if you give discounts beyond a limit, then the consumers might be convinced that your product is of inferior quality.

Therefore, to strike a balance between the price and the quality is vital. How the service offered by your company is distinguished and the most suitable needs to be highlighted for a sweeping profit and to make your stand clear is important. A well-structured market size analysis can help you make the right decision.

B) The growth rate of the market

The market growth is a crucial factor in any sort of market assessment. To foresee the time duration of the product and its effectiveness is important before the product introduction. If it is likely to grow in the future, the investment can be put in, otherwise, the suggested idea is to discard it. In simple words, predicting market growth and channelizing your investments based on market trends is always recommended.

C) Market trends

Is the product offered by you essential for the customers? How better are the competitors in capturing the target audience? Taking into consideration the dynamically evolving market trends can fetch you good business. If you are comfortable with producing a single product only, then the threats can affect you adversely. On the other hand, if adaptability and constant evolution of the product are what you are envisioning seize any available opportunity and make the best out of it.

D) Market profitability

Any business venture aims to make a profit at the end of the day. This underlying fact must never take a backseat while dealing with other forces in the market. If the market potential analysis is favorable, then the maximum investment is advised. However, if the profitability is low, do not waste capital and effort. Several factors affect market profitability such as barriers to entry, buying power, selling power, etc.

E) Industry cost structure 

The industry cost structure is the identification of costs required for a product to be sold. Businessmen always aim to sell their product at a minimum cost and market analysis enables you to find newer ways to minimize that cost and maximize the profit.

F) Distribution channels

The plan chalked out to distribute the product through different channels can either remain unchanged or needs to be amended depending on the competition the product has. There is no direct pathway from the manufacturer to the customer. The entire process of buying and selling is organized through proper distribution channels and detailed market analysis gives you an idea of how the product needs to be distributed.

In addition to all these, technological advancements, economies of scale, and efficient utilization of the available resources are also influential when it comes to market evaluation. All of these together are known as key success factors.

4. Market analysis techniques

Out there, several techniques can be implemented to maximize profit. Of these, few of them are customer analysis, choice modeling, risk analysis product research, market modeling mix, simulated test marketing, etc.

Proper planning and implementation of these techniques guarantee the desired success of your business venture. No matter what the product is or how advantageous the existing conditions are, always conduct a market analysis for it can give different perspectives altogether. The market is something that evolves even with the slightest of development and change in customer preference, so staying abreast of what is happening around is a must to achieve the maximum of the intended strategy and also to fulfill your dream of a successful business!


Interested to learn all about Product Management from the best minds in the industry? Check out our Product Management Course. This 6-month-long program takes place online through live instructor-led sessions. It is the only program in India that offers the ‘Bring Your Own Product (BYOP)’ feature so that learners can build their product idea into a full-blown product, and go through an entire Product Development lifecycle. Not only this, but this is the only program in India with a curriculum that conforms to the 5i Framework. Post completion, learners receive a joint certification from the Indian Institute of Management, Indore, and Jigsaw Academy. 

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