Professional Documents
Culture Documents
Opportunity Analysis, Market Segmentation, and Market Targeting
Opportunity Analysis, Market Segmentation, and Market Targeting
Opportunity Analysis,
Market Segmentation, and Market Targeting
2. What is a Market?
3. Market Segmentation Benefits of Market Segmentation Bases for Market Segmentation Requirements for Effective Market Segmentation
4-2
5. Market Targeting
6. Market Sales Potential and Profitability Estimating Market Sales Potential Sales and Profit Forecasting
4-3
Selection of Markets
Customer Satisfaction
Organizational Objectives
4-4
Opportunity Identification
Opportunity
- Organization Matching Opportunity Evaluation
4-5
Opportunity Identification
Identifying new types of classes of buyers
Opportunity-Organization Matching
Determines whether an identified opportunity is consistent with an organizations business, mission, and
competencies
SWOT Analysis often employed Financially attractive opportunities are sometimes rejected at this stage due to lack of match
4-7
Opportunity Evaluation
Has both qualitative & quantitative phases
Qualitative Evaluates the likelihood of capitalizing on a market niche Quantitative
Competitive Activity
Buyer Requirements
Demand/ Supply
Buyer Type
Buyer Needs
A Market Consists of
Prospective buyers willing and able to purchase the existing or potential offering of an organization.
Focus on Buyers Effective Demand
4-11
4-13
Differentiable
Substantial
Accessible
4-15
Simple
Moderate Complex Very complex
4-16
Market Targeting
Organization Differentiated Marketing The organization pursues several different market segments simultaneously
Market
4-17
Market Targeting
segment
Market
4-18
4-19
4-22
4-23
4-25