Analyze a Market and Prove the Plan Works

Start with the decision, not the promotion

Marketing analysis is the disciplined process of deciding whom an organization can serve, what those people need, how the offer compares with alternatives, and what evidence will show success. It comes before choosing a logo, posting on social media, or buying advertising. Begin with a decision question, such as whether to add evening outpatient appointments, introduce a culturally tailored renal menu, or offer an employer nutrition program. Define the market broadly enough to see alternatives but narrowly enough to act. A market includes potential customers, current customers, referral sources, purchasers, competitors, substitutes, and constraints. A target market is the selected group for whom the organization designs a specific value proposition. A useful target description identifies size, location, eligibility, need, ability and authority to purchase, access barriers, media habits, and the behavior the organization wants. A segment may be attractive but unreachable, reachable but too small, or large but poorly matched to the organization's capabilities. The correct target is not automatically the largest group. It is a group whose important need the organization can meet credibly, accessibly, and sustainably.