Professional Documents
Culture Documents
1. Market capacity
the number of potential consumers/users in 2020 (in order to determine the potential market)
the number of effective consumers/users in 2020 (in order to determine the effective market)
sales volume and sales value for the product/service … by geographical regions / administrative-territorial divisions
/ development regions (only one criteria will be used) in 2020
structure of the sales volume and value in 2020, by territorial areas and interpretation of the situation
2. Market evolution
the following indicator will be taken into consideration: the average variation rhythm of the sales of the
product(service) during the period 2016-2020; to determine it use the following formula:
, where:
3. Market structure
Main customer segments of the product/service market
Segments will be defined based on the following criteria: socio-demographic, economic, psychographic
and behavioral. These segmentation criteria are for orientation purposes only. If other criteria apply,
please specify them.
The use of all the above mentioned criteria is not compulsory.
Main characteristics of the buying and consumption behavior of each customer segment
4. Product/service supply
The main suppliers (producers and distributors) of the product(services) on the analyzed market
- who are they, what are their sales and the market shares for 2020, short presentation of marketing strategy
Marketing channels for the product/service …..
types of channels (in terms of length, width), main types of operators within each channel
share of each type of channel in the overall sales volume and value