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Market Opportunity Analysis : Text and Cases.

Author: Robert E Stevens
Publisher: Hoboken : Taylor and Francis, 2012.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
The key to success in business is planning. And the key to successful planning is using a proven format to analyze your product's marketabilityMarket 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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Stevens, Robert E.
Market Opportunity Analysis : Text and Cases.
Hoboken : Taylor and Francis, ©2012
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Robert E Stevens
ISBN: 9780203823491 0203823494
OCLC Number: 817917377
Description: 1 online resource (264 pages)
Contents: Front Cover; Market OpportunityAnalysis; Copyright Page; Contents; Preface; Part I: Introdution to Assessing Business Opporunities; Chapter 1. Assessing Business Opportunities: AnOverview; 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 ExistingSBUsSummary; 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; Level of Competition; Deciding on the Nature of the Competition; Competitive Advantages. Industry AnalysisCompetitor Analysis; The Competitive Market-MixAudit; 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 ChartThe 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 Fundsfor New or Expanding Businesses; Summary; Cases; Cases 1. Watercrest Park; Cases 2. Superior Electrical Contractors: Residential Services Division; Cases 3. Gateway Medical Waste Transport of Colorado; Cases 4. National Foundations, Inc. Cases 5. Mildred's CaddyCases 6. Jay's Travel Trailer Park; Cases 7. The Box Factory, Inc.; Cases 8. Central Bank: Automatic Teller Machines; Cases 9. Jill's House of Cakes; Cases 10. Sound Communications, Inc.; Appendix A. Secondary Data Sources for Assessing Market Opportunities; Appendix B. Sample Market Opportunity Analysis Report; Notes; Index.

Abstract:

The key to success in business is planning. And the key to successful planning is using a proven format to analyze your product's marketabilityMarket 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.

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