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Characteristics of an attractive market

list of the characteristics of an attractive market

Night shot of city buildings with neon lights

We can summarise the characteristics of an attractive market as follows:

Attractiveness Factor	Value
Market Size	Large
Market Growth	High
Market Profitability	High
Price Sensitivity	Low
Bargaining power of customers	Low
Bargaining power of suppliers	Low
Barriers to entry	Low
Barriers to exit	Low

Segments rarely display all of the above characteristics. If that were the case, marketers will have very easy decisions to make. The reality is that, for most segments, only some of these characteristics will be present which makes comparison of segments difficult and subjective.