Market structure analysis

Key Questions

What is the current structure of the target market? What are the sales and acceptance barriers of a brand or product in a specific market or culture?



  • Conduct an in-depth analysis of the target market based on primary and secondary data, e.g. review of relevant statistics, government reports, expert interviews, competitor analysis, store visits, consumer / customer interviews, and semi-quantitative focus group discussions
  • Understand market structures and drivers
    • Analyze key trends and developments in the relevant industry as basis for identifying opportunities and challenges
    • Identify and analyze the business models of main competitors and relevant niche players, with respect to business benchmarks and best practices
    • Identify relevant current and future market driversAnalyze macro-and micro-environments for the relevant industry



  • Detailed understanding of the target market structure and associated business potential for the brand or product
  • Comprehensive understanding of competitive landscape and related risks (e.g. category killers)


In-depth data screening

Market structure analysis – In-depth data screening


Micro & macro market analysis

Market structure analysis – Micro & macro market analysis