What the study covers
- Market size & demand
- Customer segments
- Competitor analysis
- Pricing strategy
- Sales & distribution channels
- Sales forecast
Why a feasibility study starts with the market
Many projects do not fail because of poor execution, but because demand turned out lower than the owners expected, competition was tougher, or the price did not suit the target customer. That is why the market study comes first: it defines the achievable sales volume, and every later figure in the technical and financial studies is built on it.
What does the market study cover?
- Market size and growth: estimating current demand and its future trend in the target geography.
- Target customer: segmenting the market and defining customer profiles, needs and purchasing power.
- Competitor analysis: direct and indirect competitors, their strengths, weaknesses and prices, and the gaps your project can fill.
- Pricing strategy: the price range customers will accept, compared with your cost and competitor prices.
- Distribution and sales channels: direct sales, distributors, retail or online channels, and the cost of each.
- Marketing plan: the right messages and promotion channels and an initial marketing budget.
- Sales forecast: expected sales for each year of the study under different scenarios.
Where the data comes from
We combine secondary data — official statistics, sector reports and published research — with primary data from surveys, interviews with potential customers and distributors, and field visits to competitors. The report states the source of every figure and the assumptions behind it, so the results can be checked and challenged.
When do you need a market study?
Before launching any new product or service, entering a new geographic market, opening an additional branch, or when you need to convince a partner or investor of the size of the opportunity. It is also a core part of any feasibility study submitted to a lender.
Deliverables
A report covering market, competitor and customer-segment analysis, a SWOT analysis, the recommended pricing strategy, sales channels, and the sales forecast table that feeds directly into the technical and financial studies.
FAQ about the Market Feasibility Study
Is a market study the same as a marketing plan?
No. A market study analyses the market to decide whether the opportunity is big enough and what sales are achievable; a marketing plan sets out how you will promote the product once you decide to go ahead. The market study includes only a preliminary marketing plan.
How do you make sure demand estimates are reliable?
We use several data sources and cross-check them, state our assumptions and build more than one sales scenario, so you see how changes in demand affect the project instead of relying on a single number.
Does the study include field surveys?
It can include surveys, interviews and field visits depending on the nature and size of the project; we agree the scope of field research with you before starting.