Purpose
An IRIS process that provides a comprehensive business strategy for a product / service/channel entry or expansion, taking into account the demand and supply scenarios

The process measures
• Landscape for the product / service
• Market Size (volume / value estimates)
• Business model / structure for the market
• Profiling of the key players / Market shares / SWOT analysis
• Past trend analysis and growth projections for the category
In-depth consumer insights on category trends, needs and expectations

Process
The process would provide a comprehensive understanding of the marketplace in terms of the demand-supply scenario for the product / service: