Market and potential analyses look at future potentials based on the current market situation. The market analysis initially presents the current market and then forecasts the future market situation. These types of profound analyses include the calculation of market shares, comparison with the competition and the view of the end customer. In addition, a strengths/weaknesses profile supports the data basis for strategic planning of the company’s orientation.
Derived from the formerly mentioned research approach, opportunities in current and new markets are analyzed with the help of potential analyses. In addition, current and new products as well as various product categories and services are examined. Results are typically used to fine-tune strategies related to product development and marketing.
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