Guiding lines:

9. MARKETS AND MARKETING

The market – current situation

• Description of the market: location, current size, opportunities for growth and special features.

• The company’s market share.

• Can the market be divided into segments and target groups?

• The company’s segment and target groups.

• Is the company’s location a crucial factor in terms of proximity to the market and suppliers?

The market – future prospects

• Facts that support forecasted changes in your market share.

• How mature is the market?

• What segment of the market will be targeted?

• Possible threats.

• How do you propose to overcome these threats?

• Special opportunities that you intend to take advantage of.

• Comments on obstacles that can reduce the risk of new competitors moving into the market in the near future (e.g. price competition).

• What factors affect the development of the market?

Trends

• Could the current or prospective market be affected by changes in fashion or other external influences, e.g. business cycles?

• What trends are apparent in the market?

• Are there any seasonal variations?

Marketing plans

• If you have marketing plans, they should be attached as an appendix to the business plan.