Market Analysis

Rudolf Grünig, Richard Kühn and Dirk Morschett
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Rudolf Grünig: University of Fribourg
Richard Kühn: University of Bern
Dirk Morschett: University of Fribourg

Chapter 19 in The Strategy Planning Process, 2022, pp 173-180 from Springer

Abstract: Abstract This chapter deals with the analysis of the relevant markets, as the competitive arena for a strategic business. After a short introduction in Sect. 19.1, Sect. 19.2 presents a generic model to describe a market as a system that helps to identify the relevant market actors and their relationships. Using the examples of the beer and the car maintenance markets, it is shown how the generic model can be adapted to the specific situation of a concrete market. Then, Sect. 19.3 deals with the industry segment analysis, showing how to define and analyze submarkets. An inset on the Swiss chocolate market illustrates the application of the tool. Finally, Sect. 19.4 recommends a process for market analysis.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-93918-2_19

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DOI: 10.1007/978-3-030-93918-2_19

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