Market Analysis Tools and Services - UNCTAD Virtual Institute
Market Analysis Tools and Services - UNCTAD Virtual Institute
Market Analysis Tools and Services - UNCTAD Virtual Institute
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Boston Consulting model or matrix<br />
Bubble size is proportional to sales of product<br />
High<br />
Farm-direct Organic coffee<br />
<strong>Market</strong><br />
Growth<br />
Babies<br />
Specialty coffee<br />
Stars<br />
Dogs<br />
Cash cows<br />
Low<br />
Low<br />
Relative <strong>Market</strong> Share<br />
Instant coffee<br />
High<br />
Bubble graphs in Trade Map<br />
• Same logic applies, but adapted to specific needs:<br />
• Instead of products, HS codes (2, 4, 6 digits) or<br />
countries.<br />
• Adapted to each analytical need:<br />
• National supply vs. international dem<strong>and</strong><br />
• National supply vs. international dem<strong>and</strong> growth<br />
• Export performance relative to market dem<strong>and</strong><br />
• Prospects for market diversification
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