1 Overview
- 1.1 What is the Market Domain?
- 1.2 Purpose and Value
- 1.3 Core Concepts
  - 1.3.1 Market Segment
  - 1.3.2 Competitive Position
  - 1.3.3 Market Trend
  - 1.3.4 Industry Analysis
2 Conclusion
- 2.1 Example Implementation
  - 2.1.1 Example: Enterprise Software Market Analysis
3 Market Domain Schema
- 3.1 JSON Schema
  - 3.1.1 Market Domain Attributes
  - 3.1.2 Competitive Position Element Schema
  - 3.1.3 Market Trend Element Schema
  - 3.1.4 Industry Analysis Element Schema

Overview

What is the Market Domain?

The Market domain represents the external business environment, market dynamics, competitive positioning, and industry trends that influence an organization's strategic decisions and operational performance. This domain provides a structured approach for modeling market segments, competitive positions, industry forces, and emerging trends, enabling market-centric analysis that drives strategic planning and competitive advantage.

The domain extends the strategic context of the Orthogramic Metamodel by providing deeper insights into market conditions, competitive landscapes, and industry evolution, enabling organizations to align their capabilities, products, and strategies with external realities.

Purpose and Value

The Market Domain enables organizations to:

Analyze market dynamics and competitive forces that influence strategy formulation
Map competitive positions to identify threats and opportunities
Monitor industry trends that may disrupt current business models
Support data-driven decision making about market entry, positioning, and competitive responses
Drive product innovation based on market gaps and competitive white space
Measure and improve competitive advantage and market position
Provide a structured foundation for environmental scanning and scenario planning

Core Concepts

Market Segment

A distinct portion of a market with common characteristics, dynamics, and competitive landscapes. Market segments provide a way to analyze different parts of the business environment with unique competitive dynamics and opportunity profiles.

Competitive Position

An assessment of an organization or competitor's standing within a market, including strengths, weaknesses, market share, and strategic direction. Position analysis enables strategic differentiation and competitive response planning.

Market Trend

An identifiable pattern or direction in the market that may represent opportunities or threats. Trend mapping provides insight into emerging forces, customer preferences, and potential disruptions.

Industry Analysis

A structured evaluation of industry forces, dynamics, and evolution. Industry analysis provides context for understanding competitive positioning and market trends within the broader business environment.

Conclusion

The Market Domain extends the Orthogramic Metamodel with a robust framework for modeling and managing market-related aspects of business architecture. By providing structured schemas for market segments, competitive positions, industry analyses, and market trends, it enables organizations to systematically align their capabilities, value streams, products, and strategies with market realities and competitive dynamics.

The integration with the Strategic Response Model ensures that market insights drive strategic decision-making and organizational change. This domain complements the Customer domain by focusing on the broader market environment in which customer relationships exist, providing critical context for strategic planning and competitive positioning.

Organizations can use this domain to develop a more comprehensive understanding of their competitive landscape, identify emerging opportunities and threats, and ensure that internal capabilities and initiatives are aligned with external market realities.

Example Implementation

Move me to Github

Example: Enterprise Software Market Analysis

{
  "marketID": "MKT-ENTSW-001",
  "title": "Enterprise Cloud Software Market",
  "description": "The market for cloud-based enterprise software solutions, including SaaS, PaaS, and IaaS offerings targeting medium to large organizations.",
  "marketDefinition": "Cloud-based software solutions designed for organizations with 500+ employees, providing business functionality through subscription models with minimal on-premises infrastructure.",
  "orgUnitTitle": "Market Intelligence Division",
  "orgUnitRoles": ["Market Research Manager", "Competitive Analyst", "Industry Specialist"],
  "marketSize": {
    "currentSize": "$457 billion",
    "currency": "USD",
    "year": "2024",
    "projectedSize": "$892 billion",
    "projectionYear": "2028",
    "calculationMethod": "Revenue-based analysis of public and private cloud software providers"
  },
  "marketGrowthRate": {
    "currentRate": 18.2,
    "projectedRate": 16.7,
    "timespan": "Annual"
  },
  "marketSegmentation": [
    {
      "segmentName": "Enterprise Resource Planning",
      "segmentDescription": "Finance, HR, and operational management solutions",
      "segmentSize": "$125 billion",
      "segmentGrowth": "12.5%"
    },
    {
      "segmentName": "Customer Relationship Management",
      "segmentDescription": "Sales, marketing, and service management solutions",
      "segmentSize": "$96 billion",
      "segmentGrowth": "15.8%"
    },
    {
      "segmentName": "Business Intelligence & Analytics",
      "segmentDescription": "Data analysis and visualization tools",
      "segmentSize": "$84 billion",
      "segmentGrowth": "22.3%"
    }
  ],
  "marketTrends": [
    "Rapid adoption of AI capabilities across all enterprise software categories",
    "Increased focus on vertical-specific solutions and industry clouds",
    "Growing importance of API-first architecture and integration capabilities",
    "Shift toward composable business applications and microservices"
  ],
  "marketBarriers": [
    "High switching costs for core enterprise systems",
    "Data security and sovereignty requirements",
    "Integration complexity with legacy systems",
    "Procurement processes favoring incumbent providers"
  ],
  "competitiveIntensity": {
    "level": "high",
    "description": "Mature incumbents face pressure from nimble cloud-native providers and platform expansion from tech giants"
  },
  "regulatoryFactors": [
    "Data privacy regulations (GDPR, CCPA, etc.) influencing architectural decisions",
    "Industry-specific compliance requirements creating market niches",
    "Antitrust scrutiny of platform providers affecting integration strategies"
  ],
  "technologicalFactors": [
    "AI/ML capabilities becoming table stakes across all categories",
    "Container-based architectures enabling multi-cloud deployments",
    "Low-code/no-code capabilities expanding addressable market",
    "Edge computing changing deployment models for certain use cases"
  ],
  "economicFactors": [
    "Subscription models creating predictable revenue streams",
    "Economic uncertainty driving focus on provable ROI",
    "Digital transformation investments remaining priority despite budget constraints",
    "Consolidation of vendors through mergers and acquisitions"
  ],
  "socialFactors": [
    "Remote and hybrid work driving demand for collaborative capabilities",
    "Employee experience becoming key purchase criterion",
    "Growing emphasis on sustainability tracking and reporting",
    "Changing demographics of decision-makers favoring digital-native solutions"
  ],
  "environmentalFactors": [
    "Cloud migration reducing on-premises data center footprints",
    "Growing demand for carbon footprint tracking capabilities",
    "Supplier sustainability becoming procurement criterion"
  ],
  "strategicOpportunities": [
    "Industry-specific AI capabilities to drive differentiation",
    "Composable enterprise applications addressing flexibility requirements",
    "Mid-market expansion with simplified implementation approaches",
    "Integration platforms connecting best-of-breed solutions"
  ],
  "strategicThreats": [
    "Platform consolidation reducing independent software vendor opportunities",
    "Commoditization of core functionality through standard APIs",
    "Pricing pressure from open-source alternatives",
    "Talent shortages limiting implementation capacity"
  ],
  "strategicAlignment": "This market analysis supports our strategic pivot to industry-focused cloud solutions and expansion of our AI capabilities across the product portfolio.",
  "performanceIndicators": [
    {
      "metricName": "Market Share",
      "metricDescription": "Percentage of total market revenue",
      "currentValue": "3.8%",
      "targetValue": "5.2%",
      "unit": "Percentage"
    },
    {
      "metricName": "Competitive Win Rate",
      "metricDescription": "Percentage of competitive deals won",
      "currentValue": "42%",
      "targetValue": "55%",
      "unit": "Percentage"
    }
  ],
  "dependencies": [
    {
      "dependencyType": "Critical",
      "domainType": "Capability",
      "entityID": "CAP-AI-001",
      "description": "AI/ML Development and Implementation capability"
    },
    {
      "dependencyType": "Important",
      "domainType": "Information",
      "entityID": "INFO-MARKET-003",
      "description": "Competitive Intelligence Database"
    }
  ],
  "relatedMarkets": [
    {
      "marketID": "MKT-CLOUD-002",
      "relationshipType": "overlapping",
      "relationshipStrength": 4
    }
  ],
  "improvementOpportunities": [
    "Enhanced tracking of emerging competitors",
    "More granular segment-specific growth analysis",
    "Better integration of customer feedback into market intelligence"
  ]
}

Market Domain Schema

JSON Schema

See: https://github.com/Orthogramic/Orthogramic_Metamodel/blob/main/schemas/market.schema.json

Market Domain Attributes

Property	Description	Example

Property	Description	Example
`marketID`	Unique identifier for the market element	"MKT-ENTSW-001"
`title`	The name or title of the market or competitive landscape	"Enterprise Cloud Software Market"
`description`	A detailed explanation of the market environment	"The market for cloud-based enterprise software solutions, including SaaS, PaaS, and IaaS offerings targeting medium to large organizations."
`marketDefinition`	Definition of market boundaries and characteristics	"Cloud-based software solutions designed for organizations with 500+ employees, providing business functionality through subscription models."
`orgUnitTitle`	The organization unit(s) responsible for market intelligence	"Market Intelligence Division"
`orgUnitRoles`	Specific roles within the organization unit that manage market analysis	["Market Research Manager", "Competitive Analyst"]
`marketSize`	Current and projected market dimensions	{"currentSize": "$457 billion", "projectedSize": "$892 billion"}
`marketGrowthRate`	Rate of market expansion or contraction	{"currentRate": 18.2, "projectedRate": 16.7}
`marketSegmentation`	How the overall market is divided	[{"segmentName": "Enterprise Resource Planning", "segmentSize": "$125 billion"}]
`marketTrends`	Emerging patterns and directional shifts	["Rapid adoption of AI capabilities", "Shift toward composable applications"]
`marketBarriers`	Obstacles to market entry or expansion	["High switching costs", "Data security requirements"]
`competitiveIntensity`	Level of competition in the market	{"level": "high", "description": "Mature incumbents face pressure from nimble cloud-native providers"}
`regulatoryFactors`	Regulatory influences on the market	["Data privacy regulations", "Industry-specific compliance requirements"]
`technologicalFactors`	Technology impacts on the market	["AI/ML capabilities becoming table stakes", "Low-code capabilities expanding market"]
`economicFactors`	Economic influences on the market	["Subscription models creating predictable revenue", "Focus on provable ROI"]
`socialFactors`	Social trends affecting the market	["Remote work driving demand for collaboration", "Focus on employee experience"]
`environmentalFactors`	Environmental considerations	["Cloud migration reducing data center footprints", "Carbon footprint tracking"]
`strategicOpportunities`	Market-based opportunities identified	["Industry-specific AI capabilities", "Mid-market expansion"]
`strategicThreats`	Market-based threats identified	["Platform consolidation", "Pricing pressure from open-source alternatives"]
`strategicAlignment`	How market understanding supports strategy	"Supports our strategic pivot to industry-focused cloud solutions"
`performanceIndicators`	Metrics used to measure market performance	[{"metricName": "Market Share", "currentValue": "3.8%", "targetValue": "5.2%"}]
`dependencies`	Other domains, processes, or systems supporting market analysis	[{"dependencyType": "Critical", "domainType": "Capability", "entityID": "CAP-AI-001"}]
`relatedMarkets`	Other markets with relationships to this one	[{"marketID": "MKT-CLOUD-002", "relationshipType": "overlapping"}]
`improvementOpportunities`	Areas where market intelligence can be enhanced	["Enhanced tracking of emerging competitors", "Better integration of customer feedback"]

Competitive Position Element Schema

Property	Description	Example

Property	Description	Example
`positionID`	Unique identifier for the competitive position	"CP-SFCRM-001"
`competitorName`	Name of the specific competitor	"Salesforce"
`description`	Detailed description of the competitive position	"Market leader in cloud CRM with expanding platform capabilities"
`orgUnitTitle`	The organization unit responsible for monitoring this competitor	"Competitive Intelligence Team"
`marketID`	ID of the market this competitor operates in	"MKT-ENTSW-001"
`competitorType`	Classification of competitor	"direct"
`competitorStrength`	Overall competitive strength (1-5)	5
`marketShare`	Estimated share of relevant market	{"value": 19.5, "year": "2024", "trend": "increasing"}
`valueProposition`	Competitor's core value proposition	"Integrated customer 360 platform with industry-specific solutions"
`targetCustomers`	Competitor's primary customer segments	["Enterprise companies", "Mid-market organizations"]
`competitiveAdvantages`	Areas of competitor strength	[{"advantage": "Platform ecosystem", "impactLevel": 5, "domain": "Technology"}]
`competitiveDisadvantages`	Areas of competitor weakness	[{"disadvantage": "Pricing complexity", "exploitability": 3, "domain": "Price"}]
`strategicDirection`	Observed strategic direction of competitor	"Expanding into adjacent markets through acquisitions and platform extensions"
`recentActions`	Notable competitor movements	[{"date": "2024-02-15", "description": "Acquired AI analytics startup", "significance": 4}]
`responseStrategies`	Organizational responses to this competitor	["Simplified pricing structure", "Enhanced integration capabilities"]
`benchmarkMetrics`	Key metrics for competitive comparison	[{"metricName": "Customer retention", "competitorValue": "94%", "organizationValue": "91%"}]
`monitoringFrequency`	How often this competitor is formally assessed	"monthly"
`informationSources`	Sources of competitive intelligence	["Analyst reports", "Customer feedback", "Win/loss analysis"]
`lastUpdated`	Date of last competitive assessment	"2024-03-10"

Market Trend Element Schema

Property	Description	Example

Property	Description	Example
`trendID`	Unique identifier for the market trend	"TREND-AI-001"
`trendTitle`	Name of the specific trend	"Generative AI in Enterprise Applications"
`description`	Detailed explanation of the trend	"Integration of generative AI capabilities into core enterprise software functions"
`orgUnitTitle`	The organization unit responsible for monitoring this trend	"Market Analysis Department"
`marketID`	ID of the market this trend affects	"MKT-ENTSW-001"
`trendTimeframe`	Expected duration and development timeline	{"emergenceDate": "2022-11-30", "maturityEstimate": "2026", "duration": "long-term"}
`trendImpact`	Potential impact on the organization	{"impactLevel": "disruptive", "opportunityScore": 4, "threatScore": 3}
`trendEvidence`	Supporting data and observations	[{"evidenceType": "market data", "source": "Gartner Research", "date": "2024-01-15"}]
`trendUncertainty`	Level of certainty about the trend	{"uncertaintyLevel": "moderate", "uncertaintyFactors": ["Regulatory constraints", "Technical limitations"]}
`affectedDomains`	Business domains impacted by this trend	[{"domainType": "Product", "impactDescription": "Requires AI capabilities in all products", "impactSeverity": 5}]
`responseStrategies`	Approaches to addressing the trend	[{"strategyName": "AI Integration Initiative", "implementationStatus": "implementing"}]
`trendMonitoring`	How the trend is being tracked	{"monitoringMethod": "Quarterly assessment", "frequency": "quarterly"}
`triggerPoints`	Events that would accelerate response	[{"triggerDescription": "Competitor launches comprehensive AI suite", "likelihood": "high"}]
`relatedTrends`	Other trends connected to this one	[{"trendID": "TREND-COMP-002", "relationshipType": "reinforcing", "relationshipStrength": 4}]
`lastUpdated`	Date of last trend assessment	"2024-03-15"

Industry Analysis Element Schema

Property	Description	Example

Property	Description	Example
`industryID`	Unique identifier for the industry analysis	"IND-CLOUD-001"
`industryName`	Name of the specific industry	"Cloud Computing Industry"
`description`	Detailed description of the industry	"Providers of cloud-based infrastructure, platforms, and software services"
`orgUnitTitle`	The organization unit responsible for industry analysis	"Strategy and Market Intelligence"
`marketID`	ID of the related market	"MKT-ENTSW-001"
`industryMaturity`	Current lifecycle stage	"growth"
`industryStructure`	Key structural characteristics	{"concentration": "moderately concentrated", "majorPlayers": ["AWS", "Microsoft", "Google"]}
`powerBalance`	Balance of power in the value chain	{"dominantParty": "producers", "powerDynamics": "Large cloud providers have significant leverage"}
`profitabilityDrivers`	Factors driving industry profitability	[{"driver": "Economies of scale", "impact": "very positive", "trend": "stable"}]
`disruptionPotential`	Likelihood of industry disruption	{"disruptionLevel": "moderate", "disruptionSources": [{"source": "Edge computing", "likelihood": "high"}]}
`entryBarriers`	Obstacles to new market entrants	[{"barrier": "Capital requirements", "strength": "high", "trend": "stable"}]
`substitutionThreats`	Threat of substitute products/services	[{"substitute": "On-premises solutions", "threatLevel": "low", "switchingCosts": "high"}]
`supplierLeverage`	Power of suppliers in the industry	{"overallLeverage": "low", "concentration": "fragmented"}
`customerLeverage`	Power of customers in the industry	{"overallLeverage": "moderate", "switchingCosts": "high"}
`regulatoryLandscape`	Regulatory factors affecting industry	{"regulatoryBurden": "increasing", "keyRegulations": [{"regulation": "Data sovereignty laws"}]}
`innovationDynamics`	Innovation patterns in the industry	{"innovationRate": "rapid", "innovationFocus": ["AI integration", "Security"]}
`industryOutlook`	Future outlook for the industry	{"shortTermOutlook": "Strong growth", "mediumTermOutlook": "Continued expansion"}
`opportunitiesAndThreats`	Industry-specific opportunities and threats	{"opportunities": ["Hybrid cloud integration"], "threats": ["Commodity pricing"]}
`strategicImplications`	Strategic implications of this industry analysis	"Focus on differentiated services and industry-specific solutions"
`lastUpdated`	Date of last industry analysis update	"2024-02-28"