country book analyse

MARKET AUDIT AND COMPETITIVE MARKET ANALYSIS

This section of the Country Notebook is the most brand or product specific.  Information in the first two sections were more general in nature, whereas data in this guideline are brand/product specific and are used to determine competitive market conditions and market potential.

Another purpose of this part of the Country Notebook is to identify the necessary questions to ask in a formal market study.

III.        The Market

            A.         Describe the market (s) in which the product will be sold

                        1.         Geographical region(s)

                        2.         Demographics

                        3.         Psychographics

                        4.         Consumer buying habits

                                    a.         Product use patterns

                                    b.         Product feature preferences

                                    c.         Shopping habits

                        5.         Distribution

                                    a.         Typical retail outlets

                                    b.         Middlemen?  Wholesale?

                        6.         Advertising and Promotion

                                    a.         Advertising media typically used to reach your market

                                    b.         Customary sales promotions

                        7.         Pricing Strategy

                                    a.         Typical or customary mark-ups

                                    b.         Types of discounting