This document discusses key factors to consider when analyzing markets and competition. It outlines several models and frameworks for evaluating market size and growth, market share, competitors, customer needs and awareness, reaching customers, product utility, and trends over time. Key success factors, environmental forces, Porter's five forces model, the Boston Consulting Group matrix, Ansoff Matrix, and GE/McKinsey matrix are also mentioned as tools for assessing markets and competition. The document emphasizes being global, prepared, ethical, and aware that customers are the real experts and there is always competition.

1. Markets & Competition
nuno.esteves@indextalent.pt

5. MARKET

6. Market Size: How many people stand to benefit?

7. Market growth rate: Is the market growing?
What’ the annual rate? What’ the profitability?

8. Market share: What percentage of the total market
could the product (service) reasonably hope to
capture over the next few years?

9. Competitors: There are any other product or
service available to fill part of this demand?

10. Competitors: Who, where and how?
Products Needs Examples (Fiat Punto)
C1 Similar Identical Seat Ibiza, Ford Fiesta
C2 Different but the same class Identical Fiat 500, Smart
Partially or totally
C3 Different Bike, bicycle
satisfied
C4 Different Different House, holidays

11. Customer awareness of need: Are potential
customers aware of their need for this product (or
service), or is the need latent?

12. Customers: Who exactly are the potential
customers? Can you name them? Can you describe
them? If you cannot, perhaps your business
opportunity is strictly theoretical.

13. Reaching customers: How can you reach the
potential customers and make a transaction-
directly, through distributors, or through retail
stores?

14. Product utility: What is the utility of the product
(or service) relative to substitutes?

15. Market Trends: How will be the market within five
years? And 10? And 30?

16. Key success factors: What are they?

17. Environmental forces affecting the organization,
as well as its suppliers and customers

18. Porter's five forces model
Potential
Entrants
(Threat of
Mobility)
Suppliers Industry Buyers
(supplier Power) Rivalry (Buyer Power)
Substitutes
(Threat of
Substitutes)

19. Boston Consulting Group (BCG)
Growth-share matrix

20. The Ansoff Matrix

21. GE/Mckinsy Matrix

23. Be Global

24. Be Prepared

25. Be Ethical

26. There is always competition

27. Customers are your major experts

29. nuno.esteves@indextalent.pt