Coastal Services Center

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Market Analysis & Needs Assessment

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A market analysis typically consists of three phases. The first is taking an inventory of product and service providers and the number of current coastal or environmental programs in the region that might be customers. The second is conducting a literature search. The last is performing the actual analysis.

The boxes below offer outline the types of questions that are asked and answered in the inventory and analysis phases of market analysis.

	Inventory-Related Questions Organizational size, strength Environmental issues addressed Target audiences, demographics Program costs to participant Assessment of profit margins: cost reimbursable? Length of programs Delivery systems: methods, access to participants, follow-up Promotional strategies: how are programs marketed?

 

	Analysis-Related Questions Gap analysis: what resource management issues and audiences are not targeted? Trends: what/who are the “hot” topics, audiences, and methods? Growth forecasts: what issues, audiences are likely to become critical? Five-year outlook? Niche segments: distinct groupings, categorical focus Factors affecting demographics