One of the most important elements in a business plan is market analysis. A market analysis is a qualitative and quantitative assessment of a market. It includes data collection and estimation in reference to the market size and value, characteristics of the intended customer base, in-depth evaluation of the competition, barriers to entry, and the regulatory environment. The accurate and detailed market analysis allows entrepreneurs to determine whether the market is sufficiently large to build a sustainable, profitable business. In this assignment, you will complete a market analysis for your proposed organization and create a report that can be included within a business plan.




Write a 525-word report in Word document that includes the following sections:

· Section 1: Business overview, mission, and vision (5 points)

· Section 2: A Market analysis that includes the following components:

o   Market overview/needs analysis (10 Points)

o   Target market (10 points)

o   Competitive analysis (10 points)

o   Expected Market Value proposition (see the link below) (20 points)

· Section 3: Recommendation (5 points)


Note carefully: Each section must have a heading as underlined above. There will be a 20% deduction if the report is a continuum with no headings. This deduction is in addition to the deduction due to lack of content. With proper headings, each section is worth as described in the previous section. 10 points for APA format, sentence construction, and grammar.


Use the Market Analysis Research document for details on what to include in each section.

Describe a proposed business of your choice. Address the following in your summary:

· What type of product/service will it offer?

· What is the intended market?

· What is the business model?



(Business is hair salon/stylist black owned business)



Articulate the business’s mission and vision statements.


Section 2 – Market analysis

Based on your intended product or service, describe the characteristics of your customer base.


Investigate and list your current competitors. For example, if you’re manufacturing and selling exercise equipment, current competitors would be companies like NordicTrack or Nautilus, Inc. To simplify the process, limit yourself to businesses you are competing directly against. If your business is a local bistro, then your competitors are other local similar restaurants.


Research and estimate the size of your intended market. Market size is the number of potential customers or unit sales for your products/services. Consider the nature of your business when researching market size. For instance, if your business is a local bistro, then your market size is determined by the population within a reasonable radius of the restaurant, say, 5-15 miles maximum. On the other hand, if your business intends to sell a low-weight mountain bicycle online, then the market size is the average number of low-weight mountain bicycles sold nationwide annually.


Estimate the value of your market. Market value is the potential revenues the market has to offer. For instance, suppose low-weight mountain bicycles have a market size of 300,000 units a year with a $500 average price. Then the market value would be $150,000,000.


It can be difficult to estimate market value as you must make assumptions related to market size and average unit price. Use the expected value concept introduced in Chapter 6 of the textbook and the chart below to do the estimation.


Expected Market Value: Mountain Bicycle Scenario

Assumptions Probability p(x) Units (‘000) Avg. Unit Price ($) Market Value (‘$000) Expected Market Value (‘$000)
Pessimistic 0.2 100 450 45,000 9,000
Most Likely 0.5 100 500 50,000 25,000
Optimistic 0.3 100 550 55,000 16,500
Totals 1.0 300 500 150,000 50,500





Probability, P(x) must sum to 1.0 (100%)

Market Value = Units * Ave. Unit Price ($)

Expected Market Value = Market Value * Probability


Estimate the total addressable market or TAM. This is the fraction of the total market you realistically estimate to get. Most businesses have a relatively modest market share, well under 20%. For example, if we expect to get a 5% share of the mountain bicycle market, then our TAM would be 0.05 * $50,500,000 = $2,525,000 or approximately $2.5 million.


Section 3: Recommendation

Based on the information collected, do you feel it is a good idea to continue with the implementation of the business? Explain why or why not.


Cite references to support your assignment.


Format your citations according to APA guidelines.

0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published.