Market Opportunity Analysis: Find What Customers Really Want

In today's fast-paced business world, knowing what your customers want and need is more critical than ever. In a market with a lot of competition, businesses must offer goods and services and ensure they are precisely what their customers want. 

This is where Market Opportunity Analysis (MOA) comes in as a strategic tool that tells you much about what customers want and how the market works.

This guide details what Market Opportunity Analysis is all about and how it can help you understand how customers act and find profitable ways for your business to grow. 

This exploration will give you the knowledge and strategies to find untapped market potential and meet the changing needs of your customers, no matter if you're an experienced business owner, a startup founder, or just someone who loves marketing.

Steps for Market Opportunity Analysis

To conduct a market opportunity analysis effectively, there are five essential steps to adhere to.

  1. Determine the current state of affairs in the business environment. 

Examine the economic conditions (growth, stability, or decline) and any trends or social changes that may affect the business in this section. Examine the legal and regulatory landscapes thoroughly, as they are subject to frequent changes, necessitating readiness for anticipated future developments. Investigate the most recent technological advancements and cutting-edge developments while considering the natural environment. Are there any weaknesses or constraints on resources that could impede your growth?

  1. Define the industry and assess the prospects.

Specify your industry and provide market size forecasts. Reflect on the past 5 years and forecast growth for the next 12 months, 3 years, and 5 years. Examine your competitors to identify their marketing strategies and analyze any significant trends or changes in your industry. Potential opportunities have significant implications, so aligning your actions with the market's direction is essential.

  1. Analyze your competitors thoroughly.

It is essential to be aware of the businesses you are competing with and thoroughly understand their products. Examine their product assortment and contrast it with the products you provide. Ensure your approach is objective and analyze the products' strengths and weaknesses from the customers' perspective. Examine your competitors' methods of reaching the market, distribution, and marketing channels, and the quality of service they provide. Provide information on the market share of other businesses and summarize it to highlight the implications for market opportunities.

  1. Define your target demographic.

Create a detailed profile of your target customer to effectively concentrate your sales and marketing strategies and connect with your audience. This course is ideal for beginners in marketing planning as it provides comprehensive coverage of market understanding and strategy development, along with various templates to assist your progress. To clarify, you should focus on understanding your customers' needs. If you encounter difficulties, consider asking yourself one of the following questions:

Who are my prospective clients?

  • What are the characteristics of my potential customers as consumers?
  • What are the preferences of my potential customers?
  • What is the deadline for the product?
  • Is there a specific channel where the product performs exceptionally well in sales?
  • How do potential customers determine their purchasing decisions?
  • What is the significance of each attribute of my products to my potential customers?
  • Do external factors influence their purchasing decisions?
  • Are there any constraints that can impact the extent of opportunity?
  • What actions are the competitors beginning to take?
  • How is the market evolving?

By contemplating and responding to these questions, you can initiate the process. Remember that the primary objective is to concentrate on the end-user and ascertain their genuine requirements. If there is demand, a market for your products, and a strong foundation, you have the essential elements for achieving success in sales.

Create your forecasts.

Utilize a range of strategies that leverage the entirety of the data in your business plan to establish a sales forecast. This involves conducting best and worst-case scenario analyses, relying on intuition or "gut feelings" about new markets, and comparing observed results. The ultimate suggestion in a market opportunity analysis is a straightforward response to this query. Is the project approved? Acceptable or unacceptable?

Information Sources

The most challenging aspect of working on the project is obtaining the necessary information to support your projections or aid in decision-making effectively. In emerging markets, essential information is often lacking or inaccessible. Here are the types of information that will assist you in constructing your market opportunity analysis.

  • Published works
  • Industry association trade reports
  • Print media publications
  • Industry-specific standardized information service reports
  • Official government documents
  • Yearly Corporate Reports
  • Direct observations
  • Conversations and consultations with customers or suppliers
  • Conducting interviews and discussions with competitors or with customers regarding competitors.

Conversations and consultations with specialists

An individual's perspective on the macro-environmental factors

Contact managers in companies that work with suppliers, trade association leaders, industry consultants, and sales representatives. They will possess knowledge of the information you require, along with their personal experience. Surveys are an effective method to gather additional market information during research, mainly when there is a way to access the target consumer. Here are the questions you should ask in a survey or an interview.

Their market size estimate

Their assessments of the market's potential and its rate of growth

Their comprehension of your market position and value proposition

Their favorite product and the reasons for their preference

Which feature of the product provides the most outstanding value to the end-user?

How they perceive the distinctions among the top three competitors in your industry.

Can the distinguishing factors be maintained in the long term?

What are the immediate and future requirements of the market?

Enumerate the emerging markets that could benefit from the product.

When concluding the market opportunity analysis, remember that there are four crucial areas where you can generate value for your clients.

Value that is confined or restricted. This involves empowering your customers and enhancing the efficiency and accessibility of your products.

Updated information. Expanding product lines, customizing products, and fostering collaboration to cultivate a loyal customer base.

Horizontal dimension. Enhancing the functionality of your current products.

Vertical significance. This involves enhancing the industry-specific products and activities that your business is involved in.

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