market attractiveness

A term used to describe interesting profit possibilities one may obtain by investing in an available market and/or industry. The better a market's attractiveness, the greater the potential profits to be had by investing in that market. Nevertheless, companies considering entering new industries or markets often conduct many types of analysis to determine whether this kind of move would be beneficial or if it might instead hinder the company's prospects. Many different factors exist that can influence market attractiveness. For example, the size and depth of a market and the number of potential customers can significantly affect the market attractiveness of any given business or endeavor.