Phase 1- Demand Conditions for this Market

ANALYSIS:

Consumption patterns things you can consider to include:

I. Industry Map

II. How much do they buy?

o Amount of consumption by type and trends, o fluctuations and cycles in demand.

o Consider both B2B and B2C

III. Who buys and consumes?

o How is the market segmented? Eg. geographic, demographic, psycho-graphic,

behavioral, OR VALS.

o Customer lifecycle (changes over life-stages of customers)

IV. How, when and where do consumers/customers buy?

o What is the purchasing behavior process?

o Decision making unit (buying process, alternatives considered, information sources,

decision criteria, existing knowledge and beliefs etc.)

V. PESTLE on Demand –including, political, regulations, legal issues, economic, socio- cultural, technology, environment (eg. Health and wellbeing, Attitudes to climate change, etc) and relevant infrastructure (transport, communication, finance etc). How does this affect consumer/customer demand

VI. Buyer Power section of Porter’s 5 Forces, what can we learn about buyer power in this market?