Market Analysis Concept

A market analysis consist of a study of the external surroundings of the company which allows the identification and knowledge of a group of variables that are found out of direct control of the organization but that directly or indirectly can influence it with more or less intensity. The knowledge of these elements is particularly important in the moment that the strategic goals are being established, as well as the strategic and operational plans to reach them.

A market analysis should be performed not only on a static perspective, but also dynamic, searching to identify opportunities that the company may take advantage of and threats that should avoid or turn to its advantage.