A Product/Market Feasibility Study is conducted early in the product lifecycle to determine the viability of a proposed market, product, or service idea. It answers two key questions:

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Can the client do this?
Should the client do this?

It therefore focuses on technical, strategic and operational feasibility and will integrate exploration of the current market, other comparable markets, competitors, technical requirements, strategic and management impacts, regulatory/legal constraints, and associated risk factors. 
 

When the target market is domestic, the study often focuses on a new product introduction or development, helping to ensure alignment with the brand strategy and consumer expectations. In an export context, the study not only evaluates the product's geographic fit but also identifies opportunities for new product launches tailored to local market needs.

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Integrating insights from market research (if already conducted) and stakeholder engagement, the study ensures that key internal and external perspectives inform recommendations. It makes an assessment of brand positioning within the competitive landscape and aligns project feasibility with broader brand strategy.

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Ultimately, the study delivers an arm's-length Go/No-Go recommendation to management, supported by a thorough evaluation of market access factors and operational practicality. Where the outcome of the Feasibility Study is broadly positive, it serves as the cornerstone for developing a comprehensive Business Case, ensuring informed and strategic decision-making.