Problems of Analysis and Evaluation of the Sound Recording Market for a Startup

The article outlines the problems of marketing research of a potential market for a startup entering the market. The complexity of analyzing potential demand lies in the lack of information and low reliability of evaluation methods, especially if the product is innovative. The purpose of the study is a comprehensive comparative analysis of methods for assessing the potential startup market, depending on the level of business innovation. The article shows the synthesis of the application of the methodological approach of the theory of industry markets and marketing tools for the study of consumer demand, assessment of the intensity of competition. To achieve this goal, the following tasks were solved: the definition of a startup was given, the boundaries of the local recording market in the city of Novosibirsk were determined; the market structure and competitive environment were assessed using various research methods; the level of economic concentration was calculated. The authors have attempted to systematize various methods of market research with an indication of their advantages and disadvantages to determine the potential niche of a startup. Based on the conducted empirical research, it was found that for existing and non-segmented markets, when a startup has innovative features, it is possible to use any research method. For new commodity markets (services), their circle is narrowing. It is recommended to use the analysis of key queries at the first stage, and TAM SAM SOM at the second stage. The methodology of the theory of industry markets allows not only to analyze the market by key structural parameters, but also to predict the behavior model of a startup company at each stage of its development. Michael Porter's methodology helps to understand the main driving forces, the main risks that can have a positive impact on business development. The right choice of marketing tools determines the success of a beginner in achieving economic targets. The scientific novelty lies in the synthesis of the application of the methodology of the theory of industry markets and marketing tools for the study of consumer demand, assessing the intensity of competition and justifying the feasibility of using each approach depending on the innovativeness of the startup.