Market Evaluation Study To underpin an internal decision about whether to invest in or divest one of its Internet Sector business units, BT needed a detailed analysis of the future market opportunity. Milner Strategic Marketing was brought in to support this. Milner built a detailed forecast model to explore how the market would evolve over a five year forecast period. The market was examined across 6 different sectors, 4 regions and 3 different (but related) product-sets. By exploring how market prices differed across sectors and whether there would be price inflation over time, market values were calculated. The model findings were triangulated against other analyst research in this space and with calls to independent industry experts. About BT BT is one of the wo

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