assessment and situation analysis provide a “market map” to help make smarter
choices to execute market development plans.
total market map approach:
CAGE distance framework, which enables to assess the cultural, administrative
& political, geographical and economic difference between a target market
and markets we are already ensconced in. Using CAGE distance analysis, we can
assess the accessibility of the opportunity.
5 Forces allows us to assess the competitive environment that relates to the
opportunity in each target market.
analysis allows us to assess the trends in the market and thus consider how the
market is likely to change or grow.
analysis, based on introspective, internal analysis plus external data, allows
us to consider our strengths and weaknesses vis-à-vis the competition, and
therefore where we are at a competitive advantage or disadvantage. It also
encourages us to assess the level and nature of opportunities and threats
within the marketplace.
it is often said that marketing is all about segmentation. Success in market
entry depends heavily on us identifying the specific group within the market
that will be drawn towards our offer. We need to understand not only the total
market size, but above all the size of our target segment.