Examination should include the definition of market analysis and the following key components:

• Demand and supply dynamics
• Customer segmentation and purchasing patterns
• Competitive landscape
• External factors (pest analysis framework)

Teacher Resource:

How to Conduct a Market Analysis: A Complete Guide for Businesses and Marketers, American Marketing Association

Process/Skill Questions:

• What are the steps in the market analysis process?
• What types of tools are commonly used in marketing analysis situations? Why is each important?
• How can a market analysis identify potential customers, and what they really want?
• Why is it important to identify competitors’ strategies?
• What is a SWOT analysis?
• How does research help in developing a SWOT analysis?