noun
market potential
Business term referring to the estimated future demand or sales opportunity for a product or service in a given market.
この新製品の市場可能性を調査する必要がある。
We need to investigate the market potential of this new product.
市場性 (marketability) focuses on whether a product can be sold, while 市場可能性 emphasizes the scale of potential demand.
Compound of 市場 (market) and 可能性 (possibility/potential).