This subsection of the situation analysis section provides information on the size, growth, and trends of the overall market and any relevant segments of the total market or category.
For example, a small business could include local industry sales or volume for the last five years and estimated total market for this year and the following year, with company sales and share of the market.
Rationale should be provided for estimating the trend of the market, including key industry developments, introduction of new technology or new products, increased marketing spending by key competitors, etc.