Feed the Future
This project is part of the U.S. Government's global hunger and food security initiative.

5.3.1.5. Phase 1 Tools: Choices

Shaded Grid Analysis

As discussed above, the final result of end-market research is the ability to make choices about what market segments to pursue. At the end of Phase 1 for the Afghan DFN value chain, the team was looking for a clear choice on what one or two markets should be targeted for a full primary research effort. During the early months of the DFN engagement, stakeholders mentioned the following four markets as current or potentially interesting future markets to pursue: UK, Russia, India and the United Arab Emirates (UAE).

Using the data and insights from the four Cs, the team used a “shaded grid analysis” to frame this choice internally and externally. This tool is useful when comparing multiple variables across multiple options. Although the shaded grid refers to the coloring below, the quantitative variables have also been added to this version to facilitate interpretation and quality control of the analysis. An additional point is that the factors are weighted based on their relative importance to the decision. In the weighted total row, the most attractive options have the higher scores. The results of this analysis and agreement from stakeholders allowed the team to move ahead with in-depth studies of the two selected markets: India and the UK.

Shaded Grid Analysis, Target Markets for Afghan DFN

Criteria
Weight
 
Potential Markets
India
UK
Russia
UAE
CONTEXT: Fit with current value chain capabilities
20%
3
1
2
2
CHANNELS: Relationships with current channel partners
30%
3
1
2
1
CUSTOMERS: Size and growth potential of the market
35%
3
3
1
1
COMPETITION: volume & diversity of exporters into mkt
15%
3
1
2
2
Weighted Total*
 
2.70
1.70
1.65
1.35

(*Red shading indicated priority target markets)

Legend
Good (3)
Neutral (2)
Poor (1)