Factors that Affect Market Attractiveness Whilst any assessment of market attractiveness is necessarily subjective, there are several

factors which can help determine attractiveness. These are listed below: - Market Size - Market growth - Market profitability - Pricing trends - Competitive intensity / rivalry - Overall risk of returns in the industry - Opportunity to differentiate products and services - Segmentation - Distribution structure (e.g. retail, direct, wholesale Factors that Affect Competitive Strength Factors to consider include: - Strength of assets and competencies - Relative brand strength - Market share - Customer loyalty - Relative cost position (cost structure compared with competitors) - Distribution strength - Record of technological or other innovation - Access to financial and other investment resources

Strategic management process

Build a vision statement. Communicate a Mission Statement ( describe the product and market scope) Set objectives ( two dimensional : time specific and Quantified) Conduct analysis (first external analysis such as Customer,Market,Competitot,Industry and PESTLE factors) Then internal analysis such as Current operation,Resources,capabilities,constraints and value chain) Prepare the SWOT matrix) Look for strategic alternative moves and direction) Make the choice of strategy ( first choose from Corporate strategy and then one from generic strategy) Organise for implementation of choosen strategy. Finally evaluate the strategy to find out wether the objectives were achieved.