The global nature of most industries results in key players and markets coming from different business cultures. Competition changes and morphs on a continuum and technology does not standstill. Therefore the analysis must be such that it looks at the spherical universe of opportunities and challenges to extract the proper plan that will propel the company. The Market Analysis must consider some of the following factors:

• Identifying potential attractive opportunities
• Understand of the market and arenas
• Assessment of Resources and Competencies
• Understanding of competitive challenges
• Understand the profit dynamics

All these factors must be analyzed and developed so that tough strategic decision can be based of this foundational information.