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Market Analysis – An Introduction A market analysis is one of the most useful procurement tools available. It will help you to understand who is active within a particular marketplace, the balance between supply and demand, and how important you are as a buyer within that market. Together, this information will help you to: • Assess the marketplace, taking into account both past and future trends regarding demand and supply • Determine whether you can turn the market to your advantage and assess how best to work within it • Build a valuable resource to help you evaluate current and future suppliers • Determine if there are substitute products/services or any other factors that may give you leverage when negotiating with suppliers.