Market Map
Stage 1 · Market understanding
Market Map
A Market Map breaks a market into cells, usually applications against technologies or competitors, and shows the size, growth rate and competitive share of each cell. It shows where growth will really come from, and whether your growth assumptions match how the market is moving.
Questions it answers
1Which applications and segments are growing, and which are declining?
2Who holds share in each cell, and with which technology?
3Does our growth plan match where the market is actually going?
How it works
The steps teams follow in our programs and projects.
Step 1
Define the market
Agree the boundaries: applications, technologies, regions and the unit of measure.
Step 2
Size each cell
Estimate volume or value for each application and technology or competitor.
Step 3
Add growth and share
Forecast growth by cell and map competitive share.
Step 4
Read the map
Find the cells to target, defend or leave, and test them against your plan.
What you get
The output
A one-page grid of the market, colored by size and growth, with your share and competitors' share in each cell.
Where AI helps
Where judgment decides
Pulls market size, growth estimates and competitor data together quickly from many sources.
Decides the market definition, checks whether the numbers make sense, and agrees which cells matter.
From our client work
How clients apply it
Paraphrased and anonymized from recent programs and engagements.
Application 1
Strategic marketing teams draft Market Maps as pre-work before a planning workshop, then refine them with consultant coaching.
Application 2
A marketing leader exploring adjacent markets for an industrial product line used the map to frame hypotheses before talking to customers.
Application 3
A specialty chemicals business mapping global producers, capacity and technology routes used the same structure to support a make-or-buy decision.
Point of view
Seen in the market
All points of view →Recent Market Edge points of view that apply this tool.
Linked tools
The output of one tool becomes the input to the next.
Builds on
This is a starting tool: it needs no other tool as input.
Where it's used
Academy program
Strategic Marketing
See dates →Expertise
Strategic Marketing & Growth
Explore →Problem it solves
Engineers in commercial roles
Read more →Problem it solves
Training without impact
Read more →Problem it solves
No common process
Read more →Problem it solves
Targets without a path
Read more →Situation
Building or rebuilding a marketing function
How we help →Situation
After a spin-off, carve-out or PE acquisition
How we help →Questions about Market Map
How accurate does a Market Map need to be?
Directionally right is usually enough to choose where to focus. Agree the level of precision with the decision it supports.
How often should we update it?
At least once per planning cycle, and whenever a major competitor, technology or regulation changes.
Other tools in stage 1: Market Map · TAM / SAM / SOM · PEST analysis · Five Forces · Value Chain · Risk Analysis and VUCA
Want to use Market Map on a live plan?
Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.