Marketing analysis of market capacity

PConducting marketing research is essential to keeping up with trends in consumption or service usage. Whether you are starting a new business, developing new products, or entering a new market, an accurate market size analysis is essential to:

Market analysis is a comprehensive assessment of the business area in which the company plans to operate. It includes: potential market value, needs and behavior of potential customers, competitor map and potential market share of your company.

Market Volume Analysis: Methods and Objectives

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Market analysis enables an entrepreneur  to demonstrate his business idea using numbers, data and facts. This research will help him to:

• assess the market potential in a short time;
• to see gaps in knowledge in a particular field and, therefore, fill them in time.
• find out what comparable products are already on the market.
• predict the reaction of competitors (competitor analysis is carried out before entering the market).

Market size analysis is essential for anyone

planning to start a new business. Without the research, it is impossible to develop either a strategy or successful marketing. Thus, market analysis is a prerequisite for the success of any business idea.

The purpose of a market analysis is primarily

to assess the direction in which the company will have to move. If the business is related to a territory (for example, a restaurant or a retail establishment with a point of sale), you will need to define the coverage area, describing the geographic area from which customers may come.

This preliminary research is conducted to analyze the target market and how the company intends to position itself against its competitors.

Volume is determined by the number

of potential customers. This depends on the type of business you are targeting. For example, if you are looking to open an online store selling office furniture, your potential customers would be all the companies in your service area. Most companies will likely only have one person in charge of purchasing, so when estimating the number of potential customers, you will not be interested in the number of employees in each company. Instead, this data will be relevant when you need to estimate the value of that market.

the market, its volume and its participants are:

• data in the Internet space: Google statistics, social networks – something you can’t do without;
• secondary research (data from government statistics, agencies, etc.);
• information on forums and social networks;
• information from experts.

With the help of the conducted research it is possible to lay the foundation for determining one’s competitive advantage and one’s position in the market. The entrepreneur can already at the initial stages understand which promotion methods will be the most effective.

Marketing analysis of market capacity using a specific example

iPapus Agency specialists collect the main keywords for search in the selected business segment, as well as expanded keywords based on competitors in organic search results. An example  on market capacity analysis is presented. The following data are provided for each collected phrase: frequency of impressions, cost per click in Google Ads advertising.

Next, the market volume analysis is carried out in several stages:

1. Analysis of business opportunities in the growth perspective and market demand according to Google Trends and market forecast on this topic. Information is provided on what language is searched in which regions queries on the topic are most often searched.

1. Comparison of three main competitors by

3. visibility in the Google search engine. As a result of the study, it is possible to obtain the following data: the number of keywords, domains, external links, pages in Google, categories, subcategories, texts, articles, photos.
4. Comparison of the main sources of traffic on competitors’ websites and their distribution.
5. Google Ads. Budget shared hosting better than dedicated calculation based on competitor-based metrics;
6. Calculation of potential earnings per month/year and the number of clients from SEO and PPC channels, taking into account the conversion rate to an application of 3% (from an application to a sale of 50%) and the average check for a specific product or service.

The following work is being carried out on social networks:

1. Analysis and collection of the main competitors from the TOP 10, who are active in social networks.
2. Analysis of the current profile for compliance with competitors’ offers. This analysis helps determine how actively social networks participate in competitors’ lead generation, as well as how actively competitors maintain their profiles.
3. Analysis of the types of current advertising campaigns, in comparison with competitors, as well as analysis of the types of advertising campaigns used in social networks.
4. Analysis of the potential of lead generation processes and preparation of a media plan based on an audit of competitors’ advertising campaigns.

As a result of a competent  nd its key indicators using website analytics data and social networks, it is possible to determine an effective strategy for further agent email list development and ways to bypass the main competitors.