A market analysis will include the following:

• Total addressable market - The total amount of revenue that the organization could generate if it acquired every potential vested constituent (customer, client, or member).
• Cost benefit analysis - A comparison of the total expected costs against the total expected benefits of one or more actions in order to choose the best or most profitable option.
• Market growth rate - The predicted market growth rate over a predetermined period.
• Market segmentation - The total addressable market can be segmented along the lines of a variety of factors. A market segmentation includes an analysis of the pros and cons of targeting particular market segments given the market potential, the competitive context, the organization's capabilities, and the ease of reaching those segments.
• Existing consumer base versus potential market - An analysis of the organization's existing product or service offering including the optimality of the existing customer base and the potential for new target audiences. This includes the identification of relevant market trends.
• Benchmarks - Metrics for measuring performance, such as membership growth, sales, and individuals served to gauge progress relative to peer organizations.
• Competitive landscape analysis - The identification of competitors and evaluation of their strategies to determine their strengths and weaknesses relative to those of the Organization's product or service. This analysis will help the Organization to develop a competitive advantage.
• Distribution Channels - Analysis of the effectiveness of existing marketing and distribution channels and the potential in utilizing new channels.
• Recommendations on how to act on the results from the market analysis.