ABSTRACT
Aims of this chapter
To explain that the purpose of market analysis is to uncover problem areas in a business that need fixing, and to identify opportunities that can be exploited for the future.
To describe how to analyse a market by dividing it into small, understandable and measurable segments.
To show that marketing has to be based on a continuing flow of reliable information, and that management can never have enough relevant information if their business decisions are to be effective and profitable.
To describe the types of Information required for market analysis and how this information can be used to identify the segments the property is attracting and which segments it could be chasing.
To explain that a diagnosis of product performance is also part of market analysis so that products can be changed, improved or even eliminated so that the property can build a bigger customer base.
