You must focus your assessment on the potential profitability of each segment, both current and future. Key factors to keep in mind in this analysis include market growth (current size and expected growth rate), market competitiveness (number of competitors, entry barriers, product substitutes), and market access.
What determines segment attractiveness?
Segment size: The sales potential of the segment, in terms of number of units of your product that can be sold or number of customers served, is important in making a segment attractive.
What are the 4 key criteria for effectively determining which segments are attractive enough to pursue as a target market?
Geographic, demographic, psychographic and behavioral data are the four research layers you should look at when analyzing a new target market. Using these four vectors you can segment the total addressable market into more specific buyer personas and develop a highly effective strategy for pursuing them!
What does market attractiveness mean?
the degree to which a market offers opportunities to an organisation, taking into account the market size and growth rate and the level of competition and other constraints.
What are the market attractiveness factors to be considered when identifying probable new markets?
Here are six key factors that most businesses will consider when they analyse the attractiveness of target international markets:
- Size & growth of the market (e.g. population) …
- Economic growth & levels of disposable income. …
- Ease of doing business / political environment. …
- Exchange rates. …
- Domestic competition. …
What are the 4 main criteria that a segment must meet?
Market segments must be measurable, accessible, substantial and actionable in order to deserve your attention. To meet these requirements for profitable segments, you need to select relevant market segmentation criteria.
How do you evaluate the attractiveness of a market?
The 10 Ways to Evaluate a Market is a checklist that’s helpful in identifying the overall attractiveness of a new market: urgency, market size, pricing potential, cost of customer acquisition, cost of value delivery, uniqueness of offer, speed to market, up-front investment, up-sell potential, and evergreen potential.
What is structural attractiveness of a segment?
In addition to the segment size and growth, its structural attractiveness plays a significant role in market targeting. The major structural factors that are meant here affect the segment’s long-term attractiveness. These structural factors are nothing else than the 5 Forces of Porter.
What factors may a company consider when measuring industry attractiveness and business strength?
Factors you could choose to base this on include:
- Market size.
- Market growth.
- Pestel factors. Political. Economical. Social. Technological. Environmental. Legal.
- Porters five forces. Competitive rivalry. Buyer power. Supplier power. Threat of new entrants. Threat of substitution.