MARKETABILITY
Three major areas in this type of analysis are
Investigating the full market potential and indentifying customer
Analyzing the extent to which the enterprise might exploit this potential market,
Using market analysis to determine the opportunities and risks associated with the venture.
General sources would include the following:
General economic trends: various economic indicators
Market data: customers, customers demand patterns
Pricing data: range of prices for the same, complementary, and substitute products; base prices; and discount structures
Competitive data: major competitors and their competitive strength