Market Opportunity Analysis : Text and Cases

ISBN-13: 9780789024190 / Angielski / Miękka / 2006 / 276 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 PowerPoint(R) 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.

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