MARKET RESEARCH

IMPORTANCE.

Market research is the cornerstone that supports the feasibility of investment projects.

It must answer a wide variety of questions, including:

• DEFINITION OF THE PRODUCT

• DETERMINATION OF THE MARKET SEGMENT                 

• MAIN CUSTOMERS

• MAIN COMPETITORS

• MARKET PENETRABILITY (PRICES, DELIVERY, QUALITY, SERVICE, FINANCING)

• COMMERCIAL STRATEGY

Market research allows for the visualization of the commercial feasibility of a project before it can be implemented, as well as for the periodical evaluation of changes and tendencies shown by the targeted markets.

The elaboration of market research studies is not an easy task. It requires a series of techniques as defined under the Methodology section.

The thoroughness of a market research study may vary widely from a simple poll to extensive analyses based on field research covering a great territorial extent.

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