Market potential analysis
The analysis of market potential serves as a basis for planning, developing and introducing new products and services to the market. The market opportunities of these products and services are determined on the basis of sales volume or sales potential. In most cases secondary research (desk research) and expert surveys are used for market potential analysis, but also customer surveys are conducted.
Special tasks where market potentials help to find decisions are e.g.:
- Examination of potential (target) markets
- Assessment of product ideas (screening)
- Determination of locations/sites
- Identification of sales areas
See also:
Secondary research
Desk research
Expert survey
Customer survey
