MARKET ANALYSIS: What It Is and Complete Guide on How to Conduct It

Market Analysis
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Market analysis is a critical step in developing a successful marketing strategy. It helps businesses figure out who their target audience is, what their customers’ needs and preferences are, and how to reach and interact with them in the best way. Market analysis is the process of examining the market for a particular product or service to gain a better understanding of the overall landscape, including trends, competition, and customer preferences. It involves collecting and analyzing data on various factors, such as market size, growth potential, pricing, and consumer behavior. What’s the purpose of market analysis and what benefits will a business get from adopting its result? Well, let’s find out.

Key Components Of  Market Analysis

Businesses that want to do well in a competitive market need to use market analysis. It helps them make informed decisions and develop strategies that are tailored to their target audience, enabling them to grow and thrive in their respective industries Some of the key components of market analysis include:

#1. Market Size and Growth Potential

This involves analyzing the size of the market and its potential for growth, both in terms of revenue and customer base.

#2. Competitor Analysis

This means figuring out who the big players are and analyzing their strengths, weaknesses, and strategies.

#3. Consumer Behavior

This involves understanding the buying habits, preferences, and needs of the target audience, including their demographics, psychographics, and buying behavior.

#4. Pricing Strategy

This means looking at how prices have changed over time and figuring out the best way to price the product or service.

#5. Market Segmentation

This means breaking the market up into smaller, more specific segments based on things like demographics, psychographics, and buying habits.

What Is the Purpose of Market Analysis?

The purpose of market analysis is to help businesses gain a better understanding of the overall market landscape for a particular product or service. This means gathering and analyzing data on things like the size of the market, its potential for growth, customer preferences, and competition. The purpose of market analysis is to help businesses make informed decisions about their marketing strategies, product development, and growth opportunities. By understanding the market landscape, businesses can develop strategies that are tailored to their target audience, enabling them to compete effectively and achieve long-term success.

The main objectives of market analysis are to:

#1. Identify Potential Customers

By analyzing customer behavior and preferences, businesses can identify potential customers and tailor their marketing strategies accordingly.

Market analysis helps businesses figure out what customers want now and in the future, so they can change their products and services to meet those needs.

#3. Evaluate Competition

By looking at their competitors’ strengths and weaknesses, businesses can come up with ways to set themselves apart and gain a competitive edge.

#4. Determine Pricing Strategies

Market analysis helps businesses figure out how their products and services are being priced and come up with good pricing strategies to bring in and keep customers.

#5. Identify Market Opportunities

Businesses can take advantage of growth opportunities by finding gaps in the market and customer needs that aren’t being met.

Market Analysis in Business Plan Example

To ensure you fully understand what market analysis is about, check out the example below;

Market Analysis

Our company will operate in the fast-growing e-commerce sector, with a focus on selling trendy and unique fashion items to young adults aged 18–35. The following is an overview of the market analysis for our business:

Market Size and Growth Potential

According to industry research, the global e-commerce market is expected to grow at a CAGR of 15.6% from 2021-2026, reaching a total market size of $6.4 trillion by 2026. Within the fashion e-commerce market, the global market size is expected to reach $915 billion by 2025, growing at a CAGR of 9.4%.

Competitor Analysis

Online fashion stores like ASOS, Boohoo, and Fashion Nova, as well as smaller boutique stores that sell to the same kind of customer, are our main competitors. We have identified the following strengths and weaknesses of our competitors:

  • ASOS: Offers a diverse selection of fashion items at reasonable prices, but the shopping experience is less personalized.
  • Boohoo: Offers trendy fashion items at affordable prices, but has faced controversies regarding its labor practices.
  • Fashion Nova: French Nova Has a strong social media presence and celebrity endorsements but has faced criticism for its sustainability practices.

Consumer Behavior

Our target market is young adults aged 18–35 who are interested in trendy and unique fashion items. They know how to use technology and prefer to shop online because it’s easier and there are more things to choose from. Our research has shown that our target market values sustainability and ethical practices in fashion and is willing to pay a premium for products that align with these values.

Pricing Strategy

Our pricing strategy will be competitive, with a focus on offering unique and high-quality fashion items at a reasonable price. We will offer free shipping and returns to attract customers and build loyalty.

Market Segmentation

We will segment our market by age, gender, as well as shopping behavior. Our target audience is young adults aged 18–35 who are interested in trendy and unique fashion items. We will focus our marketing efforts on social media platforms such as Instagram and TikTok to reach our target audience.

What Are the 4 Types of Market Analysis?

The four types of market analysis are industry analysis, market segmentation analysis, customer analysis, and competitive.

#1. Industry Analysis

This type of analysis involves examining the overall industry in which a company operates. It includes evaluating the market size, market trends, growth potential, and competition in the industry.

#2. Market Segmentation Analysis

This type of analysis involves dividing a market into smaller segments based on various factors such as demographics, geography, psychographics, and behavior. The aim is to identify the specific needs and preferences of each segment and create targeted marketing strategies to cater to them.

#3. Competitive Analysis

This type of analysis involves identifying and evaluating the strengths and weaknesses of the company’s competitors. It includes examining their products, marketing strategies, pricing, and distribution channels.

#4. Customer Analysis 

This type of analysis involves understanding the needs, preferences, and behavior of the company’s target customers. It includes examining their demographics, psychographics, and purchasing behavior to create products and marketing strategies that meet their needs.

What Are the Five Steps of Market Analysis?

The following are the five steps of market analysis;

  • Define the problem
  • Collect data
  • Analyze the data
  • Conclusion
  • Recommendation

#1. Define the Problem

The first step is to clearly define the problem or question that needs to be answered through market analysis. This means figuring out what the purpose of the analysis is, who the target market is, and what questions need to be answered.

#2. Collect Data

In the second step, you gather the information that can help answer the questions you came up with in the first step. This can include both primary and secondary data. Primary data comes from things like surveys, interviews, focus groups, etc. Secondary data comes from things like market research reports, government documents, etc.

#3. Analyze the Data 

The third step involves analyzing the data collected in the previous step. This includes finding patterns, trends, and insights that can help answer the questions from the first step.

#4. Draw Conclusions

The fourth step involves drawing conclusions based on the analysis of the data. This includes figuring out what the most important findings and insights are, as well as what they mean for the target market and the marketing strategies of the company.

#5. Make Recommendations

The final step involves making recommendations based on the conclusions drawn in the previous step. This means coming up with specific steps that can be taken to solve the problem or answer the question found in the first step and improve the marketing strategies of the company.

What Are the 3 Indicators for Market Analysis?

The three indicators commonly used in market analysis are market size, market growth, and market share.

#1. Market Size

Market size refers to the total size of the market in terms of the number of customers or the total revenue generated. It is an important indicator as it provides an estimate of the potential demand for a product or service in a particular market.

#2.Market Growth

Market growth refers to the rate at which the market is expanding. It is an important indicator because it shows how much demand and competition a market might have in the future. Businesses use market growth rates to identify new market opportunities and determine whether there is room for growth in current markets.

#3. Market Share

Market share refers to the percentage of total sales within a particular market that a company controls. It is a very important indicator because it shows how competitive the company is in the market. A company’s market share can be used to figure out how well its marketing strategies are working and where they can be improved.

Why Market Analysis Is Important?

Market analysis is important because it helps businesses understand the current state of the market and make informed decisions about their products or services. The following are some of the key reasons why a market analysis is important:

#1. Identify Potential Customers

Market analysis can help businesses find their ideal customers and figure out what they need, what they like, and how they act. This information can be used to create products or services that are tailored to the needs of the target market.

#2. Analyze the Competition

By looking at the competition, a business can figure out what its strengths and weaknesses are, as well as what opportunities and threats it might face. This information can be used to create strategies that will give them a competitive advantage.

#3. Set Prices

Businesses can use market analysis to figure out the right price for their products or services based on how much demand there is in the market. This information can be used to plan for the future and stay ahead of the competition.

#4. Determine Pricing

Market analysis can help businesses figure out how much to charge for their goods or services based on how much people want them. This can help them optimize their revenue and profitability.

#5. Reduce Risks

Market analysis can help businesses find risks and uncertainties in the market, such as changes in laws or the economy. By being aware of these risks, businesses can take steps to mitigate them and minimize their impact on the business.

Market analysis is important for businesses because it helps them make smart decisions and stay competitive in the market.

What Are the Market Analysis Tools?

There are several market analysis tools that businesses can use to gather and analyze market data. Here are some common tools:

#1. Surveys and Questionnaires

Surveys and questionnaires can be used to gather data from potential or existing customers about their preferences, needs, and behaviors. The data collected can be analyzed to identify trends and patterns in the market.

#2. Focus Groups

Focus groups involve bringing together a small group of individuals to discuss a particular topic, such as a new product or service. The discussions can provide valuable insights into customer preferences and attitudes.

#3. Social Media Monitoring

Social media platforms have a lot of information that businesses can use to keep an eye on trends, customer feedback, and how people feel about things.

#4. Market Research Reports

Market research reports usually give a thorough look at the market, including a look at trends, predictions, and competitors. These reports can give businesses a full picture of the market and help them make decisions based on that knowledge.

#5. Competitive Analysis

As part of a competitive analysis, you look into and analyze the strategies, strengths, and weaknesses of your competitors in the market. This information can be used to identify areas where a business can differentiate itself and gain a competitive advantage.

#6. Customer Data Analysis

Analyzing customer data means looking at information about current customers, like what they’ve bought, who they are, and how they act. This information can be used to identify trends and preferences among customers and tailor products or services to their needs.

In summary, there are many different tools and techniques that businesses can use to analyze the market. The key is to choose the tools that are most appropriate for the specific business and market context.

What Is 4 PS Analysis?

The 4 Ps analysis is a marketing framework that helps businesses come up with a marketing strategy by looking at four key factors: product, price, place, and promotion. The following is a breakdown of the 4 Ps analysis; 

#1. Product

This refers to the actual product or service that the business is selling. Businesses need to consider the features, design, quality, and packaging of their product, as well as how it will be differentiated from competitors.

#2. Price

This refers to the price that the business will charge for its product or service. Businesses need to consider factors such as production costs, competitor pricing, and consumer demand when setting their price.

#3. Place

This refers to the distribution channels through which the product will be sold. Businesses need to consider where their target customers are located and what channels they use to purchase products, such as online or brick-and-mortar stores.

#4. Promotion

This refers to the marketing activities that the business will use to promote its product or service, such as advertising, sales promotions, and public relations. Businesses need to consider the most effective ways to reach their target audience and communicate the benefits of their product.

The 4 Ps analysis can help businesses develop a comprehensive marketing strategy that takes into account all of the key factors that will influence the success of their product or service in the market. By giving careful thought to each part, businesses can come up with a strategy that fits the needs and wants of their target customers.

What Is a Comparative Market Analysis in Real Estate

A comparative market analysis (CMA) in real estate is an evaluation of the value of a property by comparing it to similar properties that have recently sold or are currently on the market. To assist a seller in determining the market value of their home, a real estate agent or broker typically does it.

A CMA involves analyzing various factors such as the location, size, age, and condition of the property, as well as the current market conditions in the area. The agent or broker will compare the property to similar homes that have recently sold or are currently listed in the same neighborhood or surrounding areas. They will then adjust the values based on any differences between the properties to arrive at an estimated market value for the seller’s property.

The purpose of a CMA is to help sellers determine an appropriate listing price for their property. By analyzing recent sales data and current market trends, the agent or broker can provide the seller with an accurate estimate of what their property is worth in the current market.

A CMA can also be useful for buyers who are looking to make an offer on a property. A buyer’s agent can help their client choose an offer price for a property by looking at recent sales data and the current state of the market.

Overall, a comparative market analysis is an essential tool in real estate for both sellers and buyers to make informed decisions about pricing and offers.


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