Market View
The core of the Market View is an outside-in overview of a specific industry, with the objective of profiling the potential attractiveness for entry and/or acquisition. Elements of the report include:
- Industry revenue
- Recent growth rate
- Average industry profitability
- Competitive concentration
- Channel mix
- Key trends and events
- High-level international view/relevance
- Growth drivers and general outlook
The outside-in view can be augmented to assess how well an entry would fit with an existing business by addressing:
- Degree of customer sharing between current and potential business
- Emotional/brand benefit or risk to the existing business
- Rational (technical, performance) customer benefits from company entry into target market
- Potential cost savings from combined operating efficiencies
- Likely capabilities leverage
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