Market Opportunity Analysis: Text and Cases [NOOK Book]

Overview

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 ...

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Market Opportunity Analysis: Text and Cases

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Overview

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 doneā€”and how to do it.


For instructor resources, including PowerPoint slides, a test bank, and case solutions, please contact Prof. Robert E. Stevens (rstevens@se.edu).

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Product Details

  • ISBN-13: 9781136772528
  • Publisher: Taylor & Francis
  • Publication date: 10/12/2012
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 280
  • File size: 4 MB

Table of Contents

Ch. 1 Assessing business opportunities : an overview 3
Ch. 2 Strategic management and planning 11
Ch. 3 Market demand analysis 31
Ch. 4 Competitive analysis 47
Ch. 5 Revenue and cost analysis 67
Ch. 6 Profitability analysis 95
Ch. 7 Feasibility analysis : summary and action plan 115
Case 1 Watercrest Park 143
Case 2 Superior Electrical Contractors : Residential Services Division 153
Case 3 Gateway Medical Waste Transport of Colorado 161
Case 4 National Foundations, Inc. 169
Case 5 Mildred's Caddy 179
Case 6 Jay's Travel Trailer Park 185
Case 7 The Box Factory, Inc. 195
Case 8 Central Bank : automatic teller machines 201
Case 9 Jill's House of Cakes 207
Case 10 Sound Communications, Inc. 215
App. A Secondary data sources for assessing market opportunities 225
App. B Sample market opportunity analysis report 241
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