What are the share gain and loss trends? Summarize your view of the trends and implied opportunities.
Users of [product] are looking for quality and productivity improvements.[Past/current/recent/lack of] development of [product] has resulted in the need to[changes, corrections, applications of new technologies]. This innovation is called "[x]",and allows [product] to operate efficiently as [x].
For an existing business (your own or a recent acquisition) review:Sales History Market Share & PositionIndustry TrendsProfitsMarketing Methods
The stability of this market segment is [volatile, uncertain, solid, etc.], based on [x] product category performance over the past two years.
What do industry forecasters predict for the next two years?
The major market segments are:
[Segment 1] [Segment 2] List, by broad category, the types of customers you are likely to sell to. (Retailers,Electrical Contractors, Mail-order catalogs, etc.)
The [x] segment of the market is generally based on [products] with retail prices in therange of $[x] to $[x]. The vast majority of sales in this category will be handled by[OEM's, Retailers, Manufacturer's Representatives]. The minority of sales will be throughdirect channels.Over the past [x] years, [similar product manufacturers or service providers] companieshave proven that meaningful features can be developed for this class of [product]: [x],[x], and [x]. These companies have primarily focused on the use [manufacturingtechnique, special materials, recipes, chemicals, machinery] to improve the quality of [x]in a [product]. These products have been successfully distributed in many areas of theindustry. Competitive products in this market are [produced/provided] by [competitor 1],[competitor 2], and [competitor 3].In the next [x] to [x] years it is estimated that there will be more than [x][thousand/million] of [product]s distributed by [company]. The market potential for [product] in these quantities--with a current retail price of $[x] per unit--is approximately$[x] million. This translates to a market share of [x]% of the overall market.
Source: Industry Analysts, Census, Trade Journal Studies