Session 2
Market Analysis & Trends
This session focuses on understanding the market environment, identifying market gaps, and assessing the competitive landscape. You will learn structured approaches to analyze industry trends, evaluate market opportunities, and map competitors’ strengths and weaknesses.
This session provides practical tools and frameworks to define clear business opportunities, spot innovation gaps able to lead to innovation opportunities.
Session 2 Recordings
Complete this session by watching all recordings.
Part 1: Introduction
Part 2: Theory Details
Part 3: Application to Challenge
Session outcomes
By the end of the session, you will be able to:
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Analyze the market environment and industry trends using structured tools.
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Identify market gaps and unmet customer needs that signal business opportunities.
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Assess and map the competitive landscape by evaluating rivals’ strengths and weaknesses.
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Define and articulate clear market opportunities using the Innovator’s Canvas, focusing on:
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Customer Segments and how needs are currently addressed.
Additional Resources
Additional Guidance on the Innovation Canvas Template can be found on this website here
About Hult International Business School
Hult is recognized by business education’s three most prestigious international accrediting bodies: The Association to Advance Collegiate Schools of Business (AACSB International), the Association of MBAs (AMBA), and EQUIS (The European Quality Improvement System).
Our programs are consistently ranked as among the best in the world by the most renowned publications including the Financial Times, the Economist, Forbes, and Bloomberg Businessweek.
Hult is the proud winner of the Best Business School Careers Strategy award 2020 from the Association of MBAs (AMBA) and BGA. This follows our 2014 win of the AMBA Innovation award.
To find out more about Hult’s other programs, please visit www.hult.edu.