Market Analysis : A good marketing audit outlines the major issues in both consumer and business markets. Market size, market growth, market segmentation, consumer
behaviour/decision making, market trends and developments are some of the key issues to consider in analysing the market. Every situation may have its own nuances, but
the consumer/business market analysis is central to any marketing environmental audit. In looking at the broader forces driving the industry, you may or may not find
that Porter’s Model (1980) is a useful tool. Do not ignore distribution channels (if they are relevant) in your analysis of the market. What are the elements of the
firm’s/industry’s revenue model?