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Market analysis

What Is a Market Analysis?

A market analysis is a detailed assessment of a business’s target market and the competitive landscape within a specific industry. It gives insights into market dynamics, key trends, opportunities, and challenges. 

It typically includes quantitative data such as the size of the market, number of target firms, number of potential customers, and profitability of the industry, as well as qualitative data such as consumers’ preferences, values, and desires. 

By conducting a comprehensive market analysis, entrepreneurs gain a deeper understanding of the market dynamics, identifying opportunities for growth and differentiation. 

How Can a Market Analysis Benefit Your Business? 

A market analysis is relevant at every stage of your business. For startups, it helps assess market potential and validate whether a product or service can succeed. It is often a key component of a business plan, providing a clear understanding of target customers and competitors. 

For established companies, a market analysis supports decisions such as entering new markets, launching new products, or expanding geographically. 

Key benefits of a market analysis include: 

  • Identifying trends and market opportunities early 
  • Aligning products and services with customer needs 
  • Understanding competitive dynamics and positioning 
  • Reducing risk and avoiding inefficient investment 
  • Monitoring performance and setting benchmarks 

How Is a Market Analysis Structured? 

At JEME, a market analysis is structured into two complementary components: Demand Analysis and Offer Analysis. 

A demand analysis focuses on understanding customers, demand drivers and market potential. It includes analysing customer preferences, behaviours, trends and price sensitivity, as well as estimating market size and growth.  

The team combines both primary research (surveys, interviews, focus groups) and secondary research (industry reports, databases) to provide reliable and actionable insights. 

Learn more about our Demand Analysis 

An offer analysis focuses on the competitive landscape and supply side of the market. It helps businesses understand competitors, market structure,and positioning. 

JEME assesses both quantitative and qualitative data, using tools such as competitor benchmarking, case studies, positioning matrices, and strategic frameworks (e.g. Porter’s Five Forces, PESTEL, VRIO). 

Learn more about our Offer Analysis