The market attractiveness dimension includes all aspects that relate to the market, such as expected profitability or ROI, seasonality, economies of scale, competitive intensity, ability to develop a competitive advantage, industry sales, the overall cost and feasibility of entering the market, or whatever is deemed appropriate for a particular sector and organization in judging the relative merits of segments. By using a set of variables (rather than a single financial indicator) the technique forces managers to consider attractiveness more broadly than in relation to short-term profitability
