Session 8 of 20
Market research and analysis
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When crafting your value proposition, you need to make certain assumptions about your target market. These assumptions must be validated through market research techniques and analysis.
An introduction to the principles of market research and analysis, including analytical frameworks such as the PEST analysis and Porter’s Five Forces.
Event session video:
Reference material
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Market and Customer Development – Entrepreneurship 101 Market research experts introduce the principles of market research and analysis, including analytical frameworks such as the PEST analysis and … |
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Market analysis In highlighting the key factors that affect your customers and marketplace, the market analysis helps you understand the dynamics involved in targeting specific customers. |
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Market research Start-ups use market research to collect and analyze data about customers, the target market and the competition. |
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Industry analysis Industry analysis examines the five forces that collectively determine the profit potential of an industry. |
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Market Strategy Workbook 1: The Analytical Foundation Structure and create a market strategy that is aligned with your business strategy. |
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Market Strategy Workbook 2: Critical Value Factors Time, money and people are finite resources. Apply the critical value factors and find the right focus for your venture. |
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Market Strategy Workbook 3: Strategic Marketing Approach This workbook guides you through the five critical variables for executing your market strategy: competition, partnerships, distribution, pricing and positioning. |
Additional learning tools
Additional learning tools
Bargaining power of buyers Buyers use bargaining power to force price reductions, demand better quality and increase competition.
Marketing roles and skills: Kotler on marketing Unless marketing is set up to have an effect on corporate strategy, its promise won’t be fulfilled.
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