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Market Analysis: What it actually means?
Market analysis is the structured assessment of a market’s size, growth, segmentation, customer needs, pricing, channels and competitive dynamics to inform strategy, product and investment decisions. Consultants combine secondary research, fieldwork and data analytics to establish where demand is strongest, which segments are underserved, and what value propositions resonate. They also identify barriers to entry and likely competitor responses. This kind of analysis is essential when entering a new market, launching a new offer or reviewing a stagnant portfolio. Done well, it gives management an evidence base for prioritising opportunities and allocating resources.
