Market Mapping

• What is market mapping?

  Placing products in a diagram to spot gaps
• What does market mapping help to identify?

  Gaps in the market and closest rivals
• How many variables does market mapping contain?

  Two variables
• What are the advantages of market mapping?

  • Helps identify gaps in the market
  • Helps identify closest rivals
  • Supports market segmentation
  • Aids in marketing and brand positioning decisions
• What are the disadvantages of market mapping?

  • Based on opinions, not accurate data
  • Compares businesses on only 2 variables
  • Difficult to identify appropriate variables