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Characteristics of an attractive market
list of the characteristics of an attractive market
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.
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Strategic Marketing: Segmentation, Targeting, Positioning
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Strategic Marketing: Segmentation, Targeting, Positioning
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