Market Opportunity Analysis : Text and Cases

ISBN-13: 9780789024183 / Angielski / Twarda / 2006 / 263 str.

Robert E. Stevens; Philip K. Sherwood; J. Paul Dunn

Opis

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 PowerPointr 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

Spis treści

• 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
  

O autorze

Robert E Stevens