Market Analysis
Document1
Page 1 of 15
1.
Product – Market grid
Market 1
Market
Market 3
Market 4
Product(s) 1:
Product(s) 2:
Product(s) 3:
Product(s) 4:
Market segments with highest potential:
1.
2.
3.
4.
Document1
Page 2 of 15
Market 1
Overview and Introduction
Available statistics



Sources:
Characteristics of businesses
Products / services
Size
Location
Decision maker (internal company
titles important)
Estimated number
Target Companies







Document1
Page 3 of 15
Characteristics of individuals (client or decision-maker)
Age
Gender
Occupation
Income
Education
Family status
Location
Race / ethnicity
Interests and activities
Clubs, or associations they are
members of
Estimated number
Media
Other
Other
Customer perceptions
Self-perceptions
Personal image
Personal values
What are their motivations?
Document1
Page 4 of 15
Needs
Functional needs
Emotional needs
Emotional associations
Positive
Negative
Key marketing messages:

Marketing words

Document1
Page 5 of 15
Market 2
Overview and Introduction
Available statistics



Sources:
Characteristics of businesses
Products / services
Size
Location
Decision maker (internal company
titles important)
Estimated number
Target Companies







Document1
Page 6 of 15
Characteristics of individuals (client or decision-maker)
Age
Gender
Occupation
Income
Education
Family status
Location
Race / ethnicity
Interests and activities
Clubs, or associations they are
members of
Estimated number
Media
Other
Other
Customer perceptions
Self-perceptions
Personal image
Personal values
What are their motivations?
Document1
Page 7 of 15
Needs
Functional needs
Emotional needs
Emotional associations
Positive
Negative
Key marketing messages:

Marketing words

Document1
Page 8 of 15
Market 3
Overview and Introduction
Available statistics



Sources:
Characteristics of businesses
Products / services
Size
Location
Decision maker (internal company
titles important)
Estimated number
Target Companies







Document1
Page 9 of 15
Characteristics of individuals (client or decision-maker)
Age
Gender
Occupation
Income
Education
Family status
Location
Race / ethnicity
Interests and activities
Clubs, or associations they are
members of
Estimated number
Media
Other
Other
Customer perceptions
Self-perceptions
Personal image
Personal values
What are their motivations?
Document1
Page 10 of 15
Needs
Functional needs
Emotional needs
Emotional associations
Positive
Negative
Key marketing messages:

Marketing words

Document1
Page 11 of 15
Market 4
Overview and Introduction
Available statistics



Sources:
Characteristics of businesses
Products / services
Size
Location
Decision maker (internal company
titles important)
Estimated number
Target Companies







Document1
Page 12 of 15
Characteristics of individuals (client or decision-maker)
Age
Gender
Occupation
Income
Education
Family status
Location
Race / ethnicity
Interests and activities
Clubs, or associations they are
members of
Estimated number
Media
Other
Other
Customer perceptions
Self-perceptions
Personal image
Personal values
What are their motivations?
Document1
Page 13 of 15
Needs
Functional needs
Emotional needs
Emotional associations
Positive
Negative
Key marketing messages:

Marketing words

Document1
Page 14 of 15
Core marketing message
Message:
Positioning statement:
USP:
Document1
Page 15 of 15