Professional Documents
Culture Documents
Understanding Market Characterisitcs
Understanding Market Characterisitcs
Market Characteristics
Scanning the Market Environment
• Market Size (How big – both in ‘volume’ and ‘value’, Potential for ‘growth’)
• Stage of development (Demand and Product Life-cycle)
• ‘Consumer need’ evolution (How homogeneous)
• Distinctiveness of market dynamics (culture, lifestyle contexts,
technology, infrastructure, policy and regulations, etc.)
• Infrastructure snags
• Widening inequalities
• Highly ‘multicultural’
• Regionalized distribution