Possible shifts in customer needs and behavior, the entry or exit of competitors, and changes in their strategies are considered during this step of constructing a market-attractiveness/competitive-position matrix for evaluating potential target markets.
A. Select market-attractiveness and competitive-position factors
B. Project future position for each segment
C. Rate segments on each factor, and plot results on matrices
D. Weigh each of the market-attractiveness and competitive-position factors
B. Project future position for each segment
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