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What is this analysis about?
 In the previous section, we have explored how to conduct a competitive analysis whether it is illustrated in a qualitative
or quantitative way.
This section is about the demand of the existing business: Potential customers and actual consumers.
Here customers + consumers = clients
What are the optimal groups of people we would like to be
our consumers? > learn more
A practical tip!
In order to better understand the needs of your potential customers and current consumers you can conduct a non-official marketing survey by asking them a basic question. For example, in a flower shop you might ask: "Thank you for being a frequent client, please let us know what the main reasons are why you choose us for your floral needs?"
If you feel that understanding consumer behavior can lead you to a more effective segmentation, please consult > marketing plan and consumer behavior
Selected "quotes" from
sample marketing plans
During the past year our main market segment included English-speaking women that for whatever reason didn’t feel comfortable enough to measure trousers in a shop and preferred to
do so at home.
Jeans online, an Internet US-based firm
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> more tools
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What can you write in YOUR marketing plan?
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During the past year, the main groups of our targeted audiences were...
We define loyal clients by using the following criteria...
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The next issue in your marketing plan
>> Marketing-mix
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