Market Opportunity Analysis: Text and Cases

Hardcover (Print)
Buy New
Buy New from BN.com
$105.85
Used and New from Other Sellers
Used and New from Other Sellers
from $79.94
Usually ships in 1-2 business days
(Save 40%)
Other sellers (Hardcover)
  • All (6) from $79.94   
  • New (2) from $117.89   
  • Used (4) from $79.94   

Overview

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® 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.
Read More Show Less

Product Details

  • ISBN-13: 9780789024183
  • Publisher: Taylor & Francis
  • Publication date: 5/28/2006
  • Pages: 280
  • Product dimensions: 6.00 (w) x 8.60 (h) x 0.90 (d)

Table of Contents

  • 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
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)