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Market Analysis

SWOT Analysis

SWOT ("Strengths, Weaknesses, Opportunities, Threats") Analysis is a tool to define a product for a specific market.

SWOT Analysis Image SWOT Analysis Image

Porter's Five Forces

Porter's Five Forces is a tool to analyze the competition in a specific market.

Porter's Five Forces Image Porter's Five Forces Image

Current competition

  • How many competitors are there?
  • How big are they?
  • How many products do they have?
  • How much do they charge for their products/services?

Potential competition

  • How easy is it to enter the market?
  • Is there place for new competitors?
  • How much would it cost to enter the market?
  • How long would it take to enter the market?

Substitute products

  • Are there any substitute products?
  • How much do they cost?
  • How many people use them?

Supplier power

  • How many suppliers are there?
  • How big are they?
  • How many products do they have?
  • How much do they charge for their products/services?

Customer power

  • How many customers are there?
  • How big are they?
  • How many products do they buy?
  • How much do they pay for the products/services?

Kraljic Matrix

Kraljic Matrix is a tool to analyze the suppliers in a specific market.

Kraljic Matrix Image Kraljic Matrix Image

Strategic items

  • High profit impact
  • High supply risk
  • Development of long-term relationships
  • Collaboration & Innovation
  • Natural scarcity

Leverage items

  • High profit impact
  • Low supply risk
  • Full purchasing power
  • Targeted pricing strategies
  • Abundant supply

Bottleneck items

  • Low profit impact
  • High supply risk
  • Low control of suppliers
  • Innovation & Production Substitution
  • Production-based scarcity

Non-critical items

  • Low profit impact
  • Low supply risk
  • Standardization & Simplification
  • Process efficiency
  • Abundant supply

Ansoff Matrix

Ansoff Matrix is a tool to analyze the growth of a company.

Ansoff Matrix Image Ansoff Matrix Image

Market penetration

  • LEAST RISK
  • Sell more of the same product to the same market
  • Increase market share

Market development

  • LEAST RISK
  • Sell the same product to a new market
  • Enter new markets

Product development

  • MEDIUM RISK
  • Sell a new product to the same market
  • Develop new products

Diversification

  • HIGHEST RISK
  • Sell a new product to a new market
  • Enter new markets with new products

PESTEL Analysis

PESTEL ("Political, Economic, Social, Technological, Environmental, Legal") Analysis is a tool to analyze the macro-environment of a company.

PESTEL Analysis Image PESTEL Analysis Image

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