Prerequisite for Antifouling Paint Market Analysis
As articulated by Aaker and McLoughlin (2010), market analysis is a crucial part of developing the marketing strategy, since it evaluates the attractiveness of the market, thus enabling the identification of the opportunities and threats. They propose seven dimensions of market analysis: submarkets, size and growth, profitability, cost structure, distribution systems, market trends, and key success factors. Moreover, they suggest to start the market analysis with identifying the total sales volume of the industry. In the case of the antifouling paint, the starting point will be to search for the sales data of the existing antifouling paint.…