To identify and evaluate potential markets effectively, it’s helpful to have a framework or model to guide your decision-making process. We use a framework that we call MPA – Market Prioritization Analysis. In the MPA model, we look at markets from two perspectives, (1) the market attractiveness, and (2) how easy it is to capture the market. The most promising markets are those that present a high attractiveness while being relatively easy to enter. The process to carry out a Market Prioritization Analysis consists of several key steps. Let’s explore each step in detail.
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