Market Assessment
A thorough review and analysis of a specific geographic market
This would include a visit to the site under consideration (if it has been defined), a look at how the site links into public transportation and how it is connected to the main road system. It includes an analysis of the markets that may be available to the opportunity under review and looks to quantify these. The scale and nature of the both the resident market and the tourist market is assessed and its future potential is estimated. A market assessment also looks at the local market for the development and identifies venues that may be competitive or that may be complementary to the development under review. Where possible operating and financial data is gathered on these to understand the local market characteristics.
Frequently a Market Assessment will also look further afield at developments that may be comparable in other geographies so that comparisons may be drawn and lessons may be learned regarding the development under review. All this research leads to the production of levels of demand that may be expected for the development and a view on pricing levels within that. Often, this market assessment is the first step within a feasibility study and leads on to a Financial Assessment of the business opportunity.
Project examples:
Railway Museum Market and Financial Feasibility Study, South Africa, Confidential Client
Margreet led the Economics team that was commissioned to conduct a feasibility and architectural concept study for a Railway Museum in South Africa. The work programme for this study included; an analysis of resident and tourist market dynamics in regional areas, the evaluation of regional attractions performance and strategy, international benchmarking against some of the world’s best Railway Museums, the determination of market potential and estimated attendance, physical planning guidelines, advise on warranted investment and initial concept design.
Themed Children’s Visitor Attraction, Ajman – UAE: Solidere International
For a large international developer we conducted a market feasibility study for a proposed themed children’s attraction. This attraction was envisioned as a themed adventure playground with strong characterisation and interaction.
Retail Leisure Entertainment Facility (FEC), Europe: Parques Reunidos
For Parques Reunidos Margreet has led numerous market feasibility studies for new family entertainment concepts throughout Europe. This has included reviews of market conditions in the local areas and international comparable facilities to determine potential attendance scenarios for the proposed attractions.
Indoor Waterpark, Oslo – Norway: Steen & Strøm – Parques Reunidos
On behalf of Parques Reunidos and a major retail developer Margreet led a market feasibility study for an indoor waterpark facility in Oslo. To understand this market, we undertook a review of local market conditions, including the currently available aquatic facilities, and international comparable indoor waterpark facilities. The deliverable included an assessment of likely attendance, pricing and per capita expenditure.
Market Study for Attendance of Yas Cable Car – UAE: Miral
Margreet led the AECOM Economics team that assessed likely levels of attendance for the development of a cable car attraction on Yas island in the UAE. An unconstrained analysis was built to understand overall demand and peak demand to begin with and once design for the cable car was progressed, a constrained analysis was executed that led to a lower amount of pods to be commissioned for this car as the capacity far outstripped likely demand levels.