Market analysis

==Elements==

==Elements==

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===Market size===

===Market size===

The [[market size]] is defined through the market volume and the market potential. The market volume exhibits the totality of all realized sales volume of a special market. The volume is therefore dependent on the quantity of consumers and their ordinary [[demand]]. Furthermore, the market volume is either measured in quantities or qualities. The quantities can be given in technical terms, like GW for power capacities, or in numbers of items. Qualitative measuring mostly uses the sales turnover as an indicator. That means that the market price and the quantity are taken into account. Besides the market volume, the market potential is of equal importance. It defines the upper limit of the total demand and takes potential clients into consideration. Although the market potential is rather fictitious, it offers good values of orientation. The relation of market volume to market potential provides information about the chances of market growth.{{cite book|last=Dillerup, R.|first=Stoi, R.|title=Unternehmensführung|year=2006|publisher=Vahlen|location=München}}{{cite book|last=Aaker, D. A.|first=McLoughlin, D.|title=Strategic Market Management – Global Perspectives|year=2010|publisher=John Wiley & Sons Ltd.|location=West Sussex}}

The [[market size]] is defined through the market volume and the market potential. The market volume exhibits the totality of all realized sales volume of a special market. The volume is therefore dependent on the quantity of consumers and their ordinary [[demand]]. Furthermore, the market volume is either measured in quantities or qualities. The quantities can be given in technical terms, like GW for power capacities, or in numbers of items. Qualitative measuring mostly uses the sales turnover as an indicator. That means that the market price and the quantity are taken into account. Besides the market volume, the market potential is of equal importance. It defines the upper limit of the total demand and takes potential clients into consideration. Although the market potential is rather fictitious, it offers good values of orientation. The relation of market volume to market potential provides information about the chances of market growth.{{cite book|last=Dillerup, R.|first=Stoi, R.|title=Unternehmensführung|year=2006|publisher=Vahlen|location=München}}{{cite book|last=Aaker, D. A.|first=McLoughlin, D.|title=Strategic Market Management – Global Perspectives|year=2010|publisher=John Wiley & Sons Ltd.|location=West Sussex}}

===Market trends===

===Market trends===

Market trends are the upward or downward movements of a market over a period of time. The market size is more difficult to estimate if one is starting with something completely new. In this case, you will have to derive the figures from the number of potential customers, or customer segments.Market analysis often incorporates sector-level evaluation to understand how different industries perform under varying economic conditions.

Market trends are the upward or downward movements of a market over a period of time. The market size is more difficult to estimate if one is starting with something completely new. In this case, you will have to derive the figures from the number of potential customers, or customer segments.Market analysis often incorporates sector-level evaluation to understand how different industries perform under varying economic conditions.

Besides information about the target market, one also needs information about one's competitors, customers, products, etc. Lastly, you need to measure marketing effectiveness. A few techniques are:

Besides information about the target market, one also needs information about one's competitors, customers, products, etc. Lastly, you need to measure marketing effectiveness. A few techniques are:

==Sources==

==Sources==

* George J. Kress,Taryn Webb, and John Snyder, ''Forecasting and Market Analysis Techniques: A Practical Approach'' (Westport, CT: Quorum Books, 1994)

* George J. Kress, Taryn Webb, and John Snyder, ''Forecasting and Market Analysis Techniques: A Practical Approach'' (Westport, CT: Quorum Books, 1994)

==External links==

==External links==