David J Freiman stated in his book What every manager needs to know about marketing– "Just as one would not build a house on sand one should not undertake a marketing programme that is not built on a firm foundation of market knowledge."

Identifying market opportunities is critical to the development and survival of an enterprise.

When identifying new market opportunities, managers need to examine a variety of factors involved in entering or not entering a market including the market's structural barriers to entry and the competition.

A good market analysis should include:
• Information on industry strengths
• Assessment of major competitors and their strategies
• Review of channels of distribution
• Wide variety of data on current and potential customers.

Most market analysis begin with a broad study of the overall industry and conclude with a narrow definition of the company's target market.

Philip Kotler in his book "Marketing Management: Analysis,......

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Title: Market Analysis And Market Opportunities
Approximate Word Count: 955
Approximate Pages: 4 (250 words per double-spaced page)

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