What
is the size of the market? What are the total sales figures for the relevant product
category over the past three years, and projected sales:

By
volume (i.e. units)
By
value (i.e. $)

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What
are the major factors influencing any changes in product sales? What is driving
these sales trends in this market?

 

Provide
a breakdown of the above historical and forecasted sales figures for each of
the major end-user segments (best estimates will suffice if statistical data is
not available).

 

Is
the proportion of sales to each of these segments changing? If so, what are the
likely reasons for these changes?

 

What
is the size of the import market? Provide import statistics for the past three
years, and projected imports:

By
volume (i.e. units)
By
value (i.e. $)

 

Is
the import market growing/declining/static as a proportion of the total market?
Why?

 

11.1.6 Stage of the
Product Life Cycle

 

For
this product group, will the effectiveness of marketing variables differ by stages
of the product life cycle?

 

What
is the stage of the product life cycle? What are your reasons for your assessment?
Are there apparent changes over time in the types of products demanded? How
long has the technology/product been established?

 

What
is the extent and duration of acceptance by end-users?

 

What
is the state of the buyer’s knowledge of the product category?

 

11.1.7 Cost Structure
of the Industry

 

What
are the cost factors in production, marketing and distribution in terms of the
cost of?

Raw
materials or components
Tariffs
and other barriers
Land or
factory space
Labor
Electrical
power
Insurance
Meeting
local quality standards and regulations
Packaging
Transport
Warehousing

 

How
do these costs compare to those of foreign suppliers, particularly local suppliers?
Are local manufacturers/suppliers at a cost advantage or disadvantage?

 

What
are the average margins and price levels through the distribution channels (i.e.
from manufacturer, wholesaler, retailers, etc.)?

 

11.1.3 Competitor
Analysis