ENTR8000 Market Assessment Assignment

ENTR8000 Market Assessment Assignment

Company Name:
Group members (names and student numbers)

Course: ENTR 8000 Section

Date:

ENTR8000 Market Assessment Assignment

Assignment #3A Market Assessment ENTR8000

1

Business Summary:
A brief description of the business, less than 50 words.

Section 1: Industry Description & Analysis
Clearly define and describe the industry or industries in which the new venture will operate. Define the key industry segments and state where your company fits in.
What is the size of the industry?
Examples include:

What is the total addressable market (TAM)?

What is the serviceable addressable market (SAM)?

What lifecycle stage is it at? (emerging, growth, shake out, mature or declining)

What is the expected outlook for the industry? Growth rate?

ENTR8000 Market Assessment Assignment

What are some of the key financial averages in the industry?
Example may include:

Average sale amount

Average annual revenue per customer

High profit margins or razor-thin profit margins?

Average COGS – high or low?

Average expenditure on marketing – high or low?

Describe the forces that are impacting the industry using:
Porter’s 5 Forces

PESTEL Analysis

Section Two: Market Description & Analysis
(A market is made up of individual consumers.) Your document must provide the following information:

Clearly define the market of consumers for your product/service-demographics and psychographics
What is the size of the market? (either number of customer or value ($s) of the customer segment).
Describe the forces or trends that are impacting the market:
e.g. overall buying habits, fads, industry trends, other industries (music, fashion, technology, etc.), retail distributors, social media, advertising, etc.

Section Three: Competitive Description & Analysis
Identify your competitive set. Include direct and indirect competitors as well as potential substitutes.
Create a chart to summarize key information on each competitor, include your new venture at the bottom. The chart should include:
competitive advantage

product/service offerings

pricing strategy

distribution (type and geography if relevant)

Conduct a SWOT analysis on your new venture.
Use a four-quadrant diagram to show analysis.

Identify the criteria that consumers use when making a purchase decision in your category. Make a list of these evaluation criteria. Select a minimum of 6 criteria to create 3 perceptual maps.
Create three (3) perceptual maps using the evaluation criteria determined above as the axes.
ENTR8000: Innovation and Entrepreneurship

Assignment #3A: Market Assessment

Evaluation Rubric

Group Name:

Group Work (10% of final mark)

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