Market Research Explore New Market

Why and How to Explore New Markets in Business?

The market for your business will change over time, just like anything else. As your company expands and your market share increases, you’ll probably need to narrow down your target market or niche as much as feasible. When the present market shrinks, your company’s market share begins to erode day by day as new entrants and alternatives to your product emerge. In this case, it’s critical to introduce fresh and creative products or services as well as expand into new markets. This growth strategy will not only help your business survive the difficult times but will also give you a significant boost in competitiveness.

Table of Contents

But the decision to introduce new products and services could signal the beginning of a very difficult process for many businesses.  Because every business is different in terms of the products or services it offers and no standard approach can be adopted in this endeavor.  However, the following four tips will help you when exploring new markets for your business.

Identify Target Market

First, you have to identify your target market.  This refers to the group of consumers who would most likely want to buy your existing or new products or services.  Your own judgment, experience, or desire is not enough to identify the target market. It needs to be based on research and facts.

Create Customer Profiles

The second thing is to create detailed profiles of your target market for specific and large customers.  This means organizing the customers into groups of common interests or characteristics and narrowing down the groupings to identify those relevant to the target market. And if your target market is B2B (Business to Business), then it includes customers’ types of business, age of business, number of employees, annual revenue, compliance with laws, necessary registrations, financial situation, and product or service offerings, etc.

Relevant: How to Achieve Small Business Growth

Analyze Demographics

The third step involves a fact-based and data-based analysis of the characteristics of the relevant groups of customers.  Such as the population, growth rate, age group, average income, sex, marital status, and buying habits, etc.  This information helps you decide if this target market is sufficient for your product or service and for future growth.

Analyze Existing Market

The fourth task is to analyze the market based on research data and facts.  This includes assessing the business of existing competitors, determining their financial status, customer loyalty, and ability to consume products or services.  An important point to consider in this regard is the potential for new competitors to enter the target market.  If the arrival of new competitors is easy and the chances are high, then this can affect future development.  Therefore, choosing a large target market may be a better option.


Exploring new products and markets is a continuous process in business because it is not a static entity. The method outlined above is the most effective technique to locate a new market for your company to develop into. Without a methodical approach to market expansion, a lot of important resources can be squandered. A small business normally cannot afford to waste resources. Finding and establishing new markets for your firm with the appropriate technique can undoubtedly widen your horizons as an entrepreneur.

Read More

Book: Strategic Market Research: A Guide to Conducting Research that Drives Businesses

Book: Business Development: A Market-Oriented Perspective

Article: Communication Styles – 7 Points For Effective Communication in Business

Publish Your Article

5 Responses

Add a Comment

Your email address will not be published. Required fields are marked *