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BUS 5026 Global Business Environment

Market analysis

A market analysis is a thorough assessment of a market within a specific industry. You will study the dynamics of your market. Commonly included sections are:

  • Macro environment - includes information about the political, economic, social, and technological factors affecting a company, as well as information about the industry in which the company operates
  • Market size - discusses current market size as expected growth rate. 
  • Market trends - discusses the market factors that may affect purchasing behavior. 
  • Target market analysis - explains which particular population will be the focus of a company's marketing efforts and why the population's characteristics are relevant to the company's marketing plans
  • Consumer analysis - discusses demographic, psychographic, and behavioral characteristics of the target market identified above. Search Tips:  [your target market] AND (demograph* OR psychograph* OR "consumer behavior")
  • Need analysis - explains what needs the target market has and how a company's products and/or services could meet those needs. Target market needs may be identified from the consumer analysis conducted above.
  • Competitive analysis - lists a company's major competitors and their marketing strategies. Search Tips: [company name] AND "market* strategy"

Industry Analysis Framework


John F. Kennedy Memorial Library
California State University, Los Angeles
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Los Angeles, CA 90032-8300