All sections are set up to allow for the fill-in of information. Anywhere the text is italic, would be where
you would put in the information pertaining to the individual assignment (and un-italicize).
Title Page: A Market Analysis for <<Name of Company>>
By: <<Student’s Name>>
Date: <<Semester, year>>
Mentor: <<Name and job title of mentor>>
Market Research Package
Target Market Analysis
Company’s Target Consumer:
Identify the target market or typical customer as described by the client in the questionnaire. Obtain a
clear image of the target and briefly, concisely, but specifically describe the target. Bullet points or
tables.
Market Demographics of City, State [or other defined parameter, i.e. other geographic area
or characteristic]
Figure 1: Population Numbers
Table
Source: Source
Brief explanation if necessary.
Figure 2: Age/Generation
Table
Source: Source
Brief explanation if necessary.
Figure 3: Race/Ethnicity
Table
Source: Source
Brief explanation if necessary.
Figure 4: Socio-Economic Levels
Table
Source: Source
Brief explanation if necessary.
Figure 5: Marital Statuses
Table
Source: Source
Brief explanation if necessary.
Figure 6: Household Size and Structure
Table
Source: Source
Brief explanation if necessary.
Figure 7: Education Levels
Table
Source: Source
Brief explanation if necessary.
Figure 8: Occupations
Table
Source: Source
Brief explanation if necessary.
Figure 9: Consumer Spending
Table
Source: Source
Brief explanation if necessary.
Preferences of the Target Market:
Figure 1: Name
Table
Source: Source
Brief explanation if necessary.
Figure 2: Name
Table
Source: Source
Brief explanation if necessary.
Figure 3: Name
Table
Source: Source
Brief explanation if necessary.
Product Mix
Product Mix by Percentage of Sales:
Graph Here:


Product Category: ###%
Product Category: ###%
Analysis
If necessary, summarize and analyze the information provided in the IBISWorld Industry Report.
Source: IBISWorld
Bargaining Power of Buyers
Key: 1 = Low; 5 = High
Score
#
#
#
#
#
#
Parameter
Backwards Integration: If buyers (particularly in business to business selling)
possess a credible backwards integration threat, their bargaining power
increases. These buyers can threaten to buy producing firms or rivals.
Buyer Independence: If the buyer does not need the firm to provide them with
the product they are seeking, and if the buyer can go to another firm in the
industry to obtain the same product, the buyer is considered independent, and
the bargaining power of the buyer increases.
Buyer Size: If buyers are fragmented—where there are many, small buyers—no
buyer has any particular influence on products or prices. When the buyers are
small and numerous, their bargaining power decreases. Alternatively, if buyers
are concentrated—few buyers but with significant market share—their
bargaining power increases.
Financial Muscle: If the buyer has considerable financial influence, the
bargaining power of the buyer increases. This can be the financial strength of
the individual buyer, or the strength of the market as a whole.
Low-Cost Switching: If the switching costs are not significant, buyer bargaining
power increases. When there are significant switching costs, the products are
generally not standardized and the buyer cannot easily switch to another
product.
Oligopoly Threat: An oligopoly is a market form in which the number of buyers
is small (and are often individually large and powerful) while the number of
sellers in theory could be large. Because the buyers have the advantage of
being able to play one firm against another, the bargaining power of buyers
increases.
#
#
#
#
Price Sensitivity: When buyers are highly price sensitive, they tend to purchase
only from those firms who can provide the lowest price. This increases
bargaining power, as in order to keep the business of these buyers, firms must
compete intensely on price.
Product Dispensability: When the product a firm sells to the buyers is not a
necessity for the buyers, the bargaining power of buyers increases. If the
product is not vital to the buyers, they have the choice to go without it if the
firm does not meet their demands.
Tendency to Switch: As with the low cost of switching, a high tendency for
buyers to switch leads to an increase in bargaining power. The ability to go from
one firm to another gives the buyer power of choice.
Undifferentiated Product: When a product is standardized, the buyer can easily
obtain the product from any firm, increasing the bargaining power of buyers.
Source: MarketLine/DataMonitor, Quick MBA & Purdue University Agriculture Innovation &
Commercialization Center
Analysis: Conclude the bargaining power and provide a brief analysis of the above.