Marketing Study Outline
In order to be able to conduct a decent targeting and marketing campaign, you must first understand the fundamentals of finding out who they are. They only way to do this is to follow a specific guideline for you to follow. Check out the guideline below.
1. Your Objective to the Research
Explain in one paragraph why the research is being done, what you hope to learn and for what purpose the information that you attain may be used
2. Description of the Market
This should be general like one paragraph
Who is your Target Market(s)
- Why you chose this particular market
- Get a complete profile of your market (e.g., demographics, psychographics, behaviors)
- What benefits does your market seek (i.e., what points-of-pain or problems are being solved)
- What factors can affect their decision to purchase or use your product/service
- What attitudes do they have about the products/services that are currently not on the market
- How is the product used
- Products and Services that appeal to the target market
- In general terms, what is currently so appealing to this market
- If there are no current providers, what types of products/services may appeal to this market in the future (i.e., what is used now to solve the problem).
3. Market Metrics
Get many Size estimates (current and future) for all of the following:
Overall market
Current size as it stands
Potential size for the future
Actual penetration of current products/service within the entire market
Individual market segments
Current size
Potential size
Actual penetration of current products/service within the total market
Usage rates
Frequency of product purchases
Growth estimates (current and in the future) for:
Overall market
Individual market segments
Competitive Analysis
You must include a Summary of who your Current Competitors are Listing the competition by market share ranking (by each target market if possible) is a good way to size them up. You can also be more specific by searching for individual points listed below. Current Competitors - full analysis of top competitors including:
Products & Services (e.g., description, uniqueness, pricing, etc.)
Their Market share at current
Current customers (targeted audience)
Positioning and promotion strategies
Partnerships/Alliances/Distributors
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