The success of any project depends on the demand for the
output produced by it. Catering an unfulfilled need should
the ultimate objective of commercial projects, if they should
succeed. Identifying the need, or the potential demand for
the product is the main issue involved.
Or any combination of these or any other factors,
called the market structure. The component of the
market which should be targeted should be identified.
3. Size of the market: In case of an existing product, the
present market share of the company, that of its main rivals
and if the market share should be increased, the hurdles
likely to be faced.
4. If the presently known market is not attractive,
whether any other markets offer potential for selling the
Choice of the market strategy:
For laying down a clear cut marketing strategy, the
following aspects have to be considered:
In case of new product, whether introduction of the same
product under a well established brand name will adversely
affect the sales and if yes, how to counter such an event.
Projection of demand:
Based on primary data:
The following steps are required:
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