Lesson fifteen Market Analysis The overall market Changes in the market Market segments Target market and customers Customer characteristics Customer needs Customer buying decisions Competitive Analysis Industry overview Nature of competition Changes in the industry Primary competitors Competitive products/services Opportunities Threats and riskLesson Fifteen Market Analysis The overall market Changes in the market Market segments Target market and customers Customer characteristics Customer needs Customer buying decisions Competitive Analysis Industry overview Nature of competition Changes in the industry Primary competitors Competitive products/services Opportunities Threats and risks