Markedskravene

Markedskravene refers to the market requirements that a product or service must meet to succeed in a given market. They describe what customers, users, and other stakeholders expect, and encompass functional needs, quality attributes, price, usability, and regulatory constraints.

The term is used in Danish product management and marketing contexts and is often synonymous with marketing requirements. It arises from formal market research, customer interviews, competitive analysis, and regulatory guidelines.

Gathering markedskravene typically involves market research, user interviews, surveys, focus groups, and analysis of competitors. The collected inputs are synthesized into a set of prioritized requirements, often captured in a market requirements document or as part of a product backlog.

In practice, markedskravene guide product strategy, feature selection, and prioritization, helping align teams across marketing, design, and engineering. They are translated into product requirements, user stories, and acceptance criteria.

They are distinct from but related to business requirements, technical requirements, and regulatory requirements; market requirements focus on external market needs rather than internal system constraints. Ongoing validation and updates are common to adapt to changing market conditions and feedback.

Examples include a consumer smartphone where markedskravene may specify long battery life, camera quality, price band, and privacy features; or a cloud software where requirements include data sovereignty, uptime, scalability, and GDPR compliance.