If you are an existing business, indicate which ones are added, modified or changed
from the last business plan. (Use colour for this step.)
Review your description of your market segments in your business plan (The
Customer/client base, found in the module, Market Analysis and Supplier—
Keys to success) and add the following information to each market segment listed.
- Proportions of revenue
- Profits contributed
- Expenses used
Uses of the analysis
There are several uses for the offering analysis. Use it to:
- Assist you in developing goals and results for your business plan
- Make decisions about retaining or dismissing either market segments or
specific offerings - Make decisions about adding or modifying offerings or market segments
- Make decisions of which market segments and offerings your new business
will have - Write your marketing plan.
Summary
This section is the final step for a new business in determining what market
segments should be targeted and which offerings should be
marketed. This section provided the framework for making
your final decisions about the offerings your business would
market for both the new and the existing businesses.