Gartner Research

Marketing Essentials: How to Structure a Market Analysis

Published: 03 August 2009

ID: G00170126

Analyst(s): Tom Eid


Essential to any product planning effort is the determination of a given market's attractiveness and sustainability. This report is just one of multiple reports that provides a foundation for structuring a market analysis and establishing an analysis framework.

Table Of Contents
  • Overview
  • Introduction
  • Background and Context
    • What Is a Market?
    • How Big Is the Market, and Is It Sustainable?
    • Resources to Use
  • Best Practices
    • Step 1: Establish Market Analysis Characteristics and Evaluation Criteria
    • Step 2: Develop a Comparative Model With Decision Criteria and Weighting
    • Step 3: Conduct the Initial Market Segmentation Analysis and Refine
  • Conclusions

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