Market Analysis
Input: Industry and competitor analysis, customer analysis, especially:
-Financial analysis of market.
-Non-financial Market and consumer trends.

Process: Market analysis must be done along several dimensions
-Identification of special markets of interest.
-Identification of special new products/businesses of interest.
-Product/Project Portfolio adjustement.
-What is products/business should be invested in/divested?

Questions:

• What is the market size? What is the projected growth rate?
• Pr. segment?, Pr. Product line?, Pr. Geographical market?
• What is the maturity of the market? See Industry Lifecycle
• CWhich geographical market/customer segment is leading, lagging? Where will the «battle» be fought?
• What market trends can be predicted? Along: Market preferences (USP), Buyer power (Threat), Preferences for standardization/differentiation? (USP), Adoption of innovastion and risks for disruptive innovation? (Threat)
• Which class of product are the stars and cash cows? See: BGC Matrix

Output:
Provide a list of «?» product/business for Creative strategy work.