Marketing Study Outline—What you need to know

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. The only way to do this is to follow a specific guideline. 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 (i.e., 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:
   o Overall market
   o 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 (i.e., description, uniqueness, pricing, etc.)
• Their Market share at current
• Current customers (targeted audience)
• Positioning and promotion strategies
• Partnerships/Alliances/Distributors
• Recent news