Market analysis and research examine various market phenomena and processes, such as supply and demand, as well as concatenation and dependence between them, market relations and factors that determine or influence these relations, e.g. productive forces, wages, income and prices of goods.

Market analysis results in making more accurate decisions on the supply side - taking into consideration the income of potential customers and prices of goods, it assesses the quantity and range of production and the supply and demand as well.

In order to make good marketing decisions it is necessary to know the specificity of the market you are interested in.

The study and analysis of the market is a way to identify business opportunities and threats of the enterprise. These include: analysis of the current market, behaviour of the customers, trends in the development of products, and other selected aspects of both external and internal environment of the business.

Essential aspects of the business environment analysis are:

  • the size, structure and dynamics of business,
  • turnover growth during the strategic planning,
  • current and intended to achieve market position of the company,
  • current and potential future purchasers,
  • the status of current and potential competitors.