Market Opportunity Analysis: Text and Cases

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Psychology Press, 2006 - Business & Economics - 263 pages
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The key to success in business is planning. And the key to successful planning is using a proven format to analyze your product's marketability

Market Opportunity Analysis: Text and Cases guides you step-by-step through the complicated process of determining the feasibility of marketing a new product or service. As financial markets struggle with changing interest rates, government policies shift back and forth on tax increases, decreases, and deficit spending, and international competition in major product categories is at an all-time high, business managers are forced to reevaluate the basis for success. The authors of this unique book combine decades of practical experience in market research, strategic management, consumer behavior, and new venture creation to help you develop the analytical skills you need to focus on what needs to be done--and how to do it.

Using ten real-life case studies with sample reports of actual analyses, Market Opportunity Analysis: Text and Cases examines the factors that influence feasibility analyses, including external considerations (market size, competition, technology, inflation and the economy, government regulations, political conditions, social change), internal factors (purpose, corporate objectives, resources), and financial considerations (revenue estimates, cost estimates, return on investment). Ideal for classroom use, the book is accompanied by an instructor's manual, Microsoft PowerPoint slides, and appendices that include secondary data sources for market assessment and a sample market opportunity analysis report.

Market Opportunity Analysis: Text and Cases examines:
  • corporate objectives and strategies
  • identifying a market
  • bases for market segmentation
  • estimating the potential of new and existing products
  • competitive strategies and resources
  • the competitive market mix audit
  • decision flow charts
  • positioning a product
  • cost forecasting
  • analyzing investments
  • developing a written business plan
  • and much more!
Market Opportunity Analysis: Text and Cases is an ideal classroom resource that business students will reach for again and again once they've begun their careers.
 

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Contents

What Is Opportunity Analysis?
7
Market Demand Analysis
31
Competitive Analysis
47
Revenue and Cost Analysis
67
Profitability Analysis
95
INTERNAL ANALYSIS
113
Summary and Action Plan
115
Internal Factors
116
Residential Services Division
153
Gateway Medical Waste Transport of Colorado
161
National Foundations Inc
169
Mildreds Caddy
179
Jays Travel Trailer Park
185
The Box Factory Inc
195
Automatic Teller Machines
201
Jills House of Cakes
207

Ranking Opportunities
121
Developing a Written Business Plan
123
Uses and Sources of Funds for New or Expanding Businesses
131
Summary
139
CASES
141
Watercrest Park
143
Sound Communications Inc
215
Appendix A Secondary Data Sources for Assessing Market Opportunities
225
Appendix B Sample Market Opportunity Analysis Report
241
Notes
259
Index
261
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