1.2.3 Market segmentation GapFill

A market map is a planning diagram which helps a business to analyse the key features of its competitors' products and services and to spot where there is a   cavity gap breach hole  in the market.  Travel companies may do this to identify the types of holiday that customers may want but are not yet being   provided with provision reservation coached . 

If the business carries out market   mapping plotting charting recording , it will be able to develop new products and services, or adapt existing ones to meet the demands of customers in those   oranges segments sections slices  and where there is little or no competition.  The benefits of this are that it should lead to more sales, which means higher market share and   cheap good competitive modest  advantage. 

If a market map is used, the business may be able to identify where the main competition is in the   shop market bazaar souk  and to develop a completely new product range to attract customers from new segments.  Car companies often do this to work out what types of car are missing from their  rangecustomersheadssouls , e.g. electric or hybrid cars, and to attract new types of customer.