Benefit
  
Assists in answering the question of whether the purchase of a particular company is appropriate from the perspective of the market units.
  
Provides a solid approach to avoid target selection mistakes and minimize the risk of failure for strategic or cultural reasons.
  
Shows the current attractiveness of a candidate from a market perspective.
  
Provides an overview of a candidate's potential contribution to securing the buyer's future. 
  
Relates the advantages and disadvantages of different candidates to each other and enables a structured comparison.