MARKET ANALYSIS

A strategic analysis of markets focusing on the competitive environment, market concentration and market dynamics, provides a valid basis for an assessment of market attractiveness, is suitable for the external presentation of associations or can show the danger or need for regulatory intervention.

How attractive is a market? How strongly is a market dominated by the leading suppliers? 

Our answer

An analysis of the size, development and competitive environment of markets provides a sound basis for decision-making, for example when assessing the attractiveness of markets. Furthermore, the analysis of the intensity of competition and the dominance of individual players plays an important role in the regulation of markets.
When conducting strategic market analyses, our team of analysts draws on our proprietary market models such as the Consumer Market Outlook, the Digital Market Outlook and the Mobility Market Outlook, which provide up-to-date market figures for hundreds of markets in over 150 countries and regions. We use these market models, the underlying data for modeling and other sources to develop customized market models for our clients, even for non-transparent markets.

  • Market definition and analysis focus according to your needs
  • Broad base of existing market models and large database as a basis for the analysis of non-transparent markets
  • Typical focal points of analysis are market size, market development and competitive situation
  • Objective market figures for a wide range of applications such as the development of market entry strategies or the external presentation of trade associations

You define the focus areas for the market analysis, and we deliver the figures, data and facts based on the agreed scope and your priorities. Examples of focus areas are the determination and modeling of market shares or sales of companies, business units or brands. In other projects, the focus is on collecting user figures, usage intensities or sales by user groups.
Our well-founded market analyses help clients with the in-depth analysis of the competitive landscape or the development of market entry strategies. Furthermore, our objective market figures help both market-dominant companies to deal with the threat of regulation and institutions responsible for regulation to enforce fair competition based on a sound database. Another typical application is the external presentation of trade associations.

Your benefits
  • Assessment of the attractiveness of markets
  • Deep understanding of the competitive environment
  • Sound basis for the development of market entry strategies
Our methodology

Data collection

The starting point is a collection of available data on the relevant market, e.g. from official statistics, studies by market research institutes or publications from trade associations. The definition of the market to be analyzed and the desired level of detail of the analysis is done according to your needs. Since in most cases we analyze non-transparent markets for our clients, the required data is usually not available. If required, we can therefore expand our data collection to include, for example, more highly aggregated, upstream and downstream or international comparative markets, or analyze the most important market players in detail.

Data collection

The starting point is a collection of available data on the relevant market, e.g. from official statistics, studies by market research institutes or publications from trade associations. The definition of the market to be analyzed and the desired level of detail of the analysis is done according to your needs. Since in most cases we analyze non-transparent markets for our clients, the required data is usually not available. If required, we can therefore expand our data collection to include, for example, more highly aggregated, upstream and downstream or international comparative markets, or analyze the most important market players in detail.

Development of market model

When developing a specific market model, we use and combine various approaches. For example, if the required market data is not directly available, we use a top-down approach based on higher aggregated markets and model the share of the relevant market based on suitable drivers. An alternative approach is a bottom-up approach based on an analysis of the most important providers and their revenue volume in the relevant market or an analysis of the number of users or customers and the average revenue per customer. Another option is a forward or backward calculation based on information on upstream and downstream markets. On principle, we always give you full transparency about the calculation logic, assumptions and drivers used.

Presentation of results

We deliver the market model as an Excel file or, if desired, as a web-based dashboard. The project result then contains all relevant metrics, e.g. on market size, market development, market shares or detailed analysis of individual market segments or customer groups. On this basis, our customers plan market entry strategies, for example, or evaluate the attractiveness of various markets. If you want to use the project results not only for internal strategic purposes, but also, for example, to publish partial results, we will be happy to support you with corporate publishing services. Our service portfolio includes, among others, the preparation of the results in the form of a white paper or a microsite. In addition, we also offer support in marketing the results using the wide reach of the Statista platform or our social media channels. 

Presentation of results

We deliver the market model as an Excel file or, if desired, as a web-based dashboard. The project result then contains all relevant metrics, e.g. on market size, market development, market shares or detailed analysis of individual market segments or customer groups. On this basis, our customers plan market entry strategies, for example, or evaluate the attractiveness of various markets. If you want to use the project results not only for internal strategic purposes, but also, for example, to publish partial results, we will be happy to support you with corporate publishing services. Our service portfolio includes, among others, the preparation of the results in the form of a white paper or a microsite. In addition, we also offer support in marketing the results using the wide reach of the Statista platform or our social media channels. 

Examples from previous projects