Summary
A key responsibility of the product management function is to understand existing and potential markets as a basis for guiding product strategy and identifying new business opportunities. The knowledge that is gathered and the insights that are generated should be encapsulated in a consistent market analysis template. Market analysis is a critical activity as it helps identify market dynamics and business trends that may give rise to changes in customer needs as well as the competitive landscape, allowing the organization to be prepared and take action. In this report, we provide a template and guidelines that can be used to develop and present market analysis.
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