2.2.1. Market analysis

(Recommended length: up to 5 pages) > Present here a detailed market analysis that is focused on the actual markets targeted by the project partners. Present market trends (e.g. graphics and figures), main products, describe the landscape in terms of competing or alternative solutions (companies, products…), the situation in Europe vs. US and Asia, etc.; provide figures whenever possible. Use up-to-date data or comment on outdated information (e.g. forecasts of several years ago). Do not rely solely on current market situations but consider also predictions and estimates of future growth from the latest studies. > Describe the existing or announced industrial products or services in the project domain. Explain which competitive advantages the market leaders have and how differentiation could be achieved towards them. Detail why smaller actors are restricted to low market share (e.g. targeting niche markets or competitiveness issue) and how volatile the market currently is (are there more and more actors or is it the opposite? In the latter case, does it derive from market consolidation or from competitors dying out?). > Present existing and potential and/or forecasted competitors (e.g. Google in the car industry or satellites). Do not hesitate to introduce Porter’s five forces model of competition to describe (on top of the current industry competitors) not only suppliers and buyers, but also potential new entrants as well as threat of substitutes. > This subsection should convince evaluators that the project partners have a clear and detailed understanding of the market they are targeting, including not only the current situation but also the current trends, forecasted evolutions and potential threats.