Market Definition & Structure

When competing within a given market, a marketer must be able to define its size and structure in order to identify opportunities for growth for the brand while defending against erosion. Specifically, effective marketers must understand who their current and potential customers are, as well as the costs associated with attracting and retaining these people. This information, in turn, must be placed into a competitive context, so that one’s competitive position is identified. Lastly, the opportunities for, or threats to, growth within the category or market must be gauged.

Through usage and attitude studies, segmentation analyses and market measurement studies, as well as other forms of research, TNS Canadian Facts has years of experience helping marketers obtain a clear picture of their particular market.