There are so many factors that may affect market segment attractiveness. We can categorize these factors under four main themes;
• Market factors(size; growth rate; life cycle stage; predictability; price elasticity; bargaining power of buyers; cyclicality of demand)
• Economic and technological factors(Barriers to entry and exit; bargaining power of suppliers; technology utilisation; investment required; margins)
• Competitive factors(Intensity; quality; threat of substitution; degree of differentiation)
• Environmental factors(Economic fluctuations; political and legal regulation; social, physical environment)