Opportunity analysis ppt @ mba bec doms

1. Opportunity Analysis, Market Segmentation, and Market Targeting

9. Opportunity Evaluation Matrix Market niche criterion Competitive Activity Buyer Requirements Demand/ Supply Political, Technological, and Socioeconomic Forces Organizational Capabilities Buyer Type Buyer Needs Means for Buyer Needs

10. A Market Consists of… Prospective buyers willing and able to purchase the existing or potential offering of an organization. Focus on Buyers Effective Demand “ Offering” rather than product or service Market Share

13. Market Segmentation Variables Market Segmentation Variables Benefits Sought Psychographic Socioeconomic Behavioral

15. Each Market Segment should be… Measurable Differentiable Accessible Substantial

16. Sample Offering - Market Matrix for Handheld Calculators Market Segments (User Groups) Business Scientific Home School Simple Moderate Complex Very complex

17. Market Targeting Specifying segments to pursue Differentiated Marketing The organization pursues several different market segments simultaneously Organization Market

18. Market Targeting Specifying segments to pursue Concentrated Marketing The organization focuses on a single market segment Organization Market

22. What is a Sales Forecast? Level of sales a single organization expects to achieve based on a chosen market strategy and an assumed competitive environment.

25. Making a Sales Forecast Example Total number of potential buyers = 1 Million Target Market (25%) = x 0.25 Market Coverage (75%) = x 0.75 Units purchased per year (20) = x 20 Average Price ($10) = x $10 Forecasted Sales = $ 37.5 Million