“Where you are…”
“Where you need to be…”
“How you get there…”
Strategic Positioning & Planning
Methodologies
Market Attractiveness Modeling
A large portion of our projects involve entering new markets or introducing new products into existing markets. A very fundamental tool for this type of investigation as well as strategic evaluation is a market attractiveness model. Simply stated, it is a matrix with two axes: across one axis are characteristics of the market opportunity and across the other are strengths and weaknesses of the firm or product. Each one is weighted according to an educated assessment of how important a factor they are in competitive success. A market attractiveness model ideally first serves as a template to guide the market research effort and then as a framework for a strategic evaluation. When the market data is filled in, it becomes easier to determine if the overall opportunity is attractive, and if so, what strengths need to be employed and what weaknesses need to be strengthened in order to compete and win.