List at least two opportunities and two threats evident in the marketplace and justify your answer. Explain the impact the threat/ opportunity has on the market. • The name of your product or company and describe the product-market they are involved in. Be specific in defining the product market your company is in, and justify your definitions.
• Discuss the size of the market overall (i.e. can you quantify in dollar value, number of firms, size of firms, numbers of consumers etc.)
• Explain the changes that have taken place in the market in the recent past. (E.g. is this a new product category, product type or has there been an influx of new entrants etc.)
• What are the buying patterns within the market, how have these changed over the last 5 years. (e.g. consumers are buying more/ less or buying substitute goods). Discuss why this is and the effects these changes will have on your company.
• What segmentation strategies are used by the organisations completing in the Marketplace? (i.e. can we differentiate between different groups of buyers?)
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