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Research Objective
Market Assessment
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Segments
Market Value
Addressable market
Customers
Needs/ unmet needs
External factors (regulation, etc.)
Competition
Positioning
Distribution
Differentiation strategies
Adjustment by country/ region
Key drivers
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Segmentation
Size & growth; forecast
Market penetration
Product switch
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Regulatory & certifications
Characteristics (intrinsic environment)
Features/ technologies required
Existing technologies & limits
Decision making
Key Issues & Questions
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What are the opportunities?
• What are the trends/ behaviours/ expectations?
Which ones should be captured?
Interests in new approach?
What share can be reached?
• What are the opportunities?
• What are the key success factors?
Key competitors SWOT
Pipeline Drug Study
Transferable best practices?
Most likely scenarios for supply/demand balance, implications
Does the product need to be adjusted to local specificities? What’s the impact?
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