Framing the Market Opportunity
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The document outlines a framework for analyzing market opportunities, including examining value types, identifying customer needs, segmenting customers, evaluating resources, and assessing attractiveness. It discusses trapped, new-to-world, and hybrid values. The framework involves identifying unmet needs, selecting target segments, determining resource advantages, and evaluating competitive factors. eBay's market opportunity is examined as creating value by connecting buyers and sellers through an online auction platform.
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Framing the Market Opportunity
- 1. Framing the Market Opportunity HelpWithAssignment.com
- 11. Origination Information Gathering Evaluation Purchase Decision Postpurchase Evaluation and Behavior Pre-purchase Purchase Post- purchase What prompts the customer to action? What factors influence the customer’s decision? What attributes of the product does the customer consider? What options does the customer identify? What decision(s) does he make? What does the customer do about his decision? A framework to look systematically for unmet or underserved needs Because value creation is based on understanding and meeting customer needs. HelpWithAssignment.com
- 12. Origination Information Gathering Evaluation Purchase Decision Postpurchase Evaluation and Behavior Personal use Gift Features Manufacturer/ Brand Type (digital/film) Cost Likelihood of repeat purchase or recommendation Pre-purchase Purchase Post- purchase Film Digital Instant APS Basic Fully loaded Complexity Usage occasions Reviews Past Experiences Budget constraints Print quality Reliability Learning curve/ ease of use Range of accessories 35mm Body Type Lens Zoom Fixed SLR Point & shoot Throw-away Standard
- 13. Origination Information Gathering Evaluation Purchase Decision Postpurchase Evaluation and Behavior Pre-purchase Purchase Post- purchase Likelihood of Repeat or Referral Comfort Style Photos Degree of Memorability Event Break Honey-moon Reunion Holiday Number and Relationship of Travelers Weather Duration and Distance Activities Budget Travel Agent Travel Guides Past Experiences Brochures Chat rooms Books Vacation Package Independently Planned World Tour Cruise Small-Town Discovery Beach Escape Outdoor Adventure
- 18. Purchase Occasion Reader Self-Consumption Gift Institutional By Request College Education Moderate Education Limited Education Reference and Research Materials How-To Information Hobby or Special Interest Entertainment For Display In-Depth Topical Insights and Discussion How-To Information Required Reading Comp-endium by Topic Advice and Recom-mend-ations HelpWithAssignment.com
- 23. Identify core benefits in the value proposition or cluster Identify capabilities that relate to each benefit Link resources to each capability Identify to what extent the firm can deliver each capability Identify partners who can complete capabilities HelpWithAssignment.com
- 27. Competitive Vulnerability Technical Vulnerability Magnitude of Unmet Need Interaction Between Segments Likely Rate of Growth Technological Vulnerability Market Size Level of Profitability Positive Factor Neutral Factor Negative Factor HelpWithAssignment.com
- 30. eBay 73% uBid 17% Yahoo 3% Amazon 2% Egghead 5% HelpWithAssignment.com
- 34. Competitive Vulnerability Magnitude of Unmet Need Interaction Between Segments Likely Rate of Growth Technological Vulnerability Market Size Level of Profitability Positive Factor Neutral Factor Negative Factor HelpWithAssignment.com
Editor's Notes
- Again, left axis might be better named “Millions of dollars” if MM stands for million. Also, what does the (E) after 2000 stand for? Estimated?
- Better title?