This document provides an introduction to market analysis tools. It discusses why analysis of the potential market and product is important for business success. Key points include: - Market research allows businesses to understand customer needs, trends, and competitor activity to make informed decisions. - Secondary sources like international trade organizations provide market data, but businesses should also collect their own data through surveys, observations, and testing. - Situational analysis methods like SWOT and PESTEL evaluate strengths, weaknesses, opportunities, threats, political, economic, social, technological, environmental, and legal factors affecting the business. - Understanding these internal and external factors through analysis of secondary data and primary research is necessary for effective product development and marketing strategies.