Market
Analysis
The study begins with an in-depth analysis of the market context the company operates in, to understand the sector’s dynamics, trends and opportunities. This includes demand segmentation, that is dividing the market into groups of consumers with similar characteristics, needs and behaviours, in order to identify precisely the ideal target for the brand’s positioning.
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Analysis of market and sector factors
The main factors that influence the market are then analysed:
- PESTEL Analysis: assessment of the impact of political, economic, social, technological, environmental and legal factors on the business, to identify risks and opportunities at macroeconomic level.
- Porter’s Five Forces: study of the competitive forces that characterise the sector, such as the intensity of competition, the bargaining power of suppliers and customers, and the threat of new entrants and substitute products.
