What is Market Analysis?
Market analysis is the process of systematically collecting, analyzing, and interpreting data about a market in order to make better business decisions. The purpose of market analysis is to help you better understand the market in which you operate so that you can make more informed decisions about your business.
When conducting a comprehensive market analysis, businesses will typically look at a number of different factors including market size, market growth, market trends, customer needs and desires, and competitive landscape. By understanding all of these factors, businesses can gain a better understanding of the market and make decisions that will help in their marketing strategy by deciding a projected growth and offering a competitive advantage.
A market analysis is an assessment of the size and viability of a particular market. It can be used to determine the potential for new products or services or to assess the likelihood of success for existing ones.
There are a number of different ways to conduct a market analysis, but most businesses will use some combination of market research, customer surveys, competitor analysis, and sales data. Market analysis can assess the potential for new products or services or determine the likelihood of success for existing ones.
Why is Market Analysis important?
A solid target market analysis is required whether you’re creating a Lean Plan or putting together a comprehensive business plan for a bank or other investor.
If you’re creating a business strategy, don’t just do it for the sake of checking something off your list. You should conduct it to help you find a smarter way to grow your company. Developing a profound understanding of your target market enables you to create products and services that they will cherish.
Consequently, market analysis is one of the most important steps in starting a business and should be given the attention it deserves. It is important because-
- It Offers an Industry Overview: One of the most important things market analysis does is that it optimizes industry analysis. This is essential for understanding the market you are about to enter. The market analysis will give you a general idea of the size of the market, how it is segmented, who are the key players, what are the main trends, when it might reach to market saturation, etc.
- It Defines Your Target Market: Another key element of market analysis is that it helps you define your target market. Without a clear understanding of who your target market is, it will be very difficult to market your products or services effectively. The market analysis will help you understand the demographics of your target market, future customers, their needs and wants, and how to reach them.
- It Analyzes the Competition: A market analysis is also important because it analyzes the competition. This is essential for understanding the competitive landscape and for developing strategies to differentiate your products or services. The market analysis is effective in understanding who your competitors are, what they are offering, and how they are marketing their products or services.
- It Sets Pricing: Another important element of market analysis is that it sets pricing as per the market structure. Pricing is a key element of the marketing mix and needs to be carefully considered. The market analysis enables you in finding the price points of your competitors and the pricing strategies that they are using.
- It Provides Forecasts: Finally, market analysis is important because it provides forecasts. This is essential for planning and decision-making. The market analysis is useful in analyzing the future direction of the market and the potential for growth. It will also help you identify risks and opportunities.
How to conduct a Market Analysis?
It’s not difficult to conduct marketing analysis, but it does take time and effort. Be ready to invest a significant amount of time into the research because you’ll want to produce a comprehensive and accurate report and business idea.
Here are the steps you need to take
1. Know your purpose
The first step is to know your purpose for conducting the market analysis. This will help you determine the scope of the research and what areas you need to focus on.
There are a variety of reasons for doing a market study, including determining your rivals or learning about a new market. Whatever your motivation, make sure you define it right away so you know where you’re going.
Once you know your purpose for writing the business plan, whether it’s to improve something internally or to get a loan, you can start researching what type and amount of information you’ll need.
2. Have an industry overview
To get started, you should have a broad understanding of the industry you’re entering. This will give you a foundation to build on as you start your market analysis.
There are a few ways to get an overview of an industry
- Read trade publications: These will give you the latest news and trends in an industry.
- Look at government reports: The U.S. Census Bureau offers a wealth of data on various industries.
- Use market research reports: These are available from market research firms and can be purchased online.
3. Identify your target market
Once you have an understanding of the industry, you need to identify your target market. This is the group of people to that you will be marketing your products or services.
To identify your target market, you need to answer some key questions
- Who are they?
- What do they need or want?
- Where are they located?
- How can you reach them?
4. Understand your competition
The next step is to understand your competition. This is important because it will help you develop strategies to differentiate your products or services.
To understand your competition, you need to answer some key questions:
- Who are they?
- What do they offer?
- How do they market their products or services?
- What is their market share?
5. Gather additional data
In addition to the above information, you will also need to gather data on the market itself. This includes information on market size, growth, and trends.
There are a few ways to get this information:
- Use government reports: The U.S. Census Bureau offers a wealth of data on various industries.
- Use market research reports: These are available from market research firms and can be purchased online.
- Conduct your own survey: This can be done using online surveys or by conducting interviews with potential customers.
6. Analyze your data
Once you have gathered all of the information, it’s time to start analyzing it. This is where you will identify opportunities and threats in the market.
Your research should be divided into sections that make sense to you, with regard to your purpose, target market, and competition. Some of the key elements in analyzing data are-
- An assessment of your industry’s size and growth rate
- Your company’s expected market share percentage is shown.
- Following the industry outlook
- Analyzing the customer buying trends
- Your predicted growth
- What is the maximum amount of money consumers are ready to pay for your product or service
7. Implementing your analysis
After you have completed your market analysis, you can start putting it to use. This includes developing marketing strategies, product development, and business planning.
When your analysis is complete and you’re ready to share it with potential lenders, format the data into an understandable document. This will make it simpler for them to review and comprehend.
For effective implementation of your analysis-
- Include it in business planning
- Include it to develop marketing strategies
- Include it in product development
- It should be shared with potential lenders, investors, and partners
- It should be updated on a regular basis.
Here is a video by Marketing91 on Market Analysis.
What are the Benefits of Market Analysis?
A market analysis section of business analysis has a number of benefits for successful business operations, including-
1. Helps you understand the market
One of the main benefits of market analysis is that it helps you understand the market. By conducting research and gathering data, you can get a better understanding of how the market works. This includes information on market size, growth, trends, and competition.
2. Reduces risk
Another benefit of market analysis is that it can help reduce risk. When you have a better understanding of the market, you can make informed decisions that are less likely to lead to losses. This is because you will be able to identify potential threats and opportunities in the market.
3. Helps you in creating targeted products or services
Market analysis can also help you develop targeted products or services. This is because it provides you with information on customer needs and wants. By understanding these needs, you can develop products or services that are more likely to be successful in the market.
4. Helps you identify emerging trends
Another benefit of market analysis is that it can help you identify emerging trends. This is important because it allows you to stay ahead of the competition. When you know what consumers are looking for, you can develop products or services that meet these needs.
5. Helps you make revenue projections
Another benefit of market analysis is that it can help you make revenue projections. This is because it provides you with information on market size and growth. With this information, you can estimate how much revenue your business is likely to generate in the future.
6. Helps you set evaluation benchmarks
Another benefit of market analysis is that it can help you set evaluation benchmarks. This is important because it allows you to track your progress and ensure that you are meeting your goals. By understanding the market, you can set realistic benchmarks that you can use to measure your success.
7. Helps you understand past mistakes
Market analysis can also help you understand past mistakes. This is because it provides you with information on market trends. By understanding these trends, you can avoid making the same mistakes in the future.
8. Marketing optimization
Last but not least market analysis helps in marketing optimization. It provides data that can be used to understand what marketing strategies are working and which ones are not. With this information, you can make changes to your marketing strategy to ensure that you are getting the most out of your marketing efforts.
What to include in your Market Analysis?
Now that you know the benefits of market analysis, you may be wondering what to include in your market analysis. Here are some key components that you should consider including:
1. Industry Outlook & Market Description
The first thing to include in your market analysis is a market description. This should include information on the size of the market, growth trends, and market segmentation. Additionally, you should also include an industry outlook. This will provide information on the overall health of the industry and future prospects. For analyzing the target market, user persona, characteristics, and market size.
2. Competitive Landscape
Another important component of market analysis is the competitive landscape. This should include information on the major players in the market, their market share, and their competitive advantages. Additionally, you should also identify any new entrants or threats in the market. Competitive analysis should incorporate the details of direct competitors, indirect competitors, Barriers to entry, Competitor strengths, and weaknesses, The window of opportunity, etc.
3. Customer Analysis
Another key component of market analysis is customer analysis. This should include information on customer needs, wants, and perceptions. Additionally, you should also identify any market trends that could impact customer behavior. For analyzing the target market, user persona & characteristics are used.
4. Market Opportunity Analysis
Another important component of market analysis is market opportunity analysis. This should include information on market trends, market growth potential, and market segmentation. Additionally, you should also identify any market opportunities that your business could exploit.
5. Market Sizing, Forecasting & Projections
Another key component of market analysis is market sizing and forecasting. This should include information on the current size of the market and projected market growth. Additionally, you should also include market projections for your business.
6. SWOT Analysis
Last but not least, the market analysis should also include a SWOT analysis. This will help you identify the strengths, weaknesses, opportunities, and threats of your business. Additionally, this will also help you develop strategies to capitalize on market opportunities and mitigate market threats.
7. Summary
Once you have included all of the above components, you should then conclude your market analysis. This should include a summary of your findings and recommendations for your business. Additionally, you should also include a market analysis template that you can use for future market analyses.
Conclusion!
Market analysis is critical to the success of any business. It allows you to understand particular industry trends, market value, market conditions, and potential customer segments.
This information is essential when it comes to crafting a convincing business plan and determining how much customers are willing to pay for your products or services. Without market analysis, it would be very difficult to make informed decisions about your business.
If you’re looking to get started in the business world, market analysis is a great place to start.
Alternatively, check out the Marketing91 Academy, which provides you access to 10+ marketing courses and 100s of Case studies.
