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Full Description
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).
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.
Contents
Preface
PART I: INTRODUCTION TO ASSESSING BUSINESS OPPORTUNITIES
Chapter 1. Assessing Business Opportunities: An Overview
The Importance of Opportunity Analysis
Factors Influencing Feasibility Analysis
What Is Opportunity Analysis?
Plan of the Book
Chapter 2. Strategic Management and Planning
Why Strategic Planning?
Strategic Planning: Key to Success
What Is Strategy?
Resistance to Strategic Planning
The Strategic Management Process
Corporate Purpose or Mission
Corporate Objectives
Corporate Strategies
Strategies for Existing SBUs
Summary
PART II: EXTERNAL ANALYSIS
Chapter 3. Market Demand Analysis
Identifying a Market
Bases for Market Segmentation
Market Grids
An Alternate Approach to Market Segmentation
A Quick and Dirty Assessment of Business Opportunities
Market Factors
Market Potential
Estimating Potential for Existing Products
Estimating Potential for New Products or Services
Summary
Chapter 4. Competitive Analysis
Purpose of Competitive Analysis
Types of Competition
Levels of Competition
Deciding on the Nature of the Competition
Competitive Advantages
Industry Analysis
Competitor Analysis
The Competitive Market-Mix Audit
Competitive Strategies and Resources
Search for a Differential Advantage
Positioning the Company/Product
Summary
PART III: FINANCIAL ANALYSIS
Chapter 5. Revenue and Cost Analysis
Nonprofit Financial Analysis
Forecasting Market Share
Cost Analysis
Cost Concepts
Types of Costs
Data Sources
Cost Behavior, Sensitivity Analysis, and Risk Analysis
The Process of Cost Forecasting
Technical Analysis
Procedures
Summary
Chapter 6. Profitability Analysis
Return on Investment
Financial Analysis Process
Decision Flow Chart
The Methods of Analyzing Investments
Risk Analysis
Cost Analysis for Not-for-Profit Entities
Summary
PART IV: INTERNAL ANALYSIS
Chapter 7. Feasibility Analysis: Summary and Action Plan
Problems versus Opportunities
Internal Factors
Ranking Opportunities
Developing a Written Business Plan
Uses and Sources of Funds for New or Expanding Businesses
Summary
CASES
Case 1. Watercrest Park
Case 2. Superior Electrical Contractors: Residential Services Division
Case 3. Gateway Medical Waste Transport of Colorado
Case 4. National Foundations, Inc.
Case 5. Mildred's Caddy
Case 6. Jay's Travel Trailer Park
Case 7. The Box Factory, Inc.
Case 8. Central Bank: Automatic Teller Machines
Case 9. Jill's House of Cakes
Case 10. Sound Communications, Inc.
Appendix A. Secondary Data Sources for Assessing Market Opportunities
Appendix B. Sample Market Opportunity Analysis Report
Notes
Index
