Market Assessment: Information gathering on a target industry or value chain to inform program design and implementation decisions. Market Assessment includes information gathering on all parts of the market system including the needs or demands of target enterprises, trends and characteristics of the end market that enterprises target, the enabling environment and related socio-economic issues.
In any enterprise development endeavor, market assessment is critical. Practitioner learning facilitated by the SEEP Network concluded that program design is strengthened when market assessment and program design are integral activities. The enterprise development field is rich in research, tools and training on market assessment and program design.
