1 / 4

Opportunity Analysis, Market Segmentation, and Market Targeting

Opportunity Analysis, Market Segmentation, and Market Targeting. Chapter 4. Opportunity Analysis. Three parts: Opportunity identification: finding opportunities Opportunity-organization matching: assessing how well the opportunity matches up with organization’s strengths/weaknesses, mission

darren
Télécharger la présentation

Opportunity Analysis, Market Segmentation, and Market Targeting

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Opportunity Analysis, Market Segmentation, and Market Targeting Chapter 4

  2. Opportunity Analysis • Three parts: • Opportunity identification: finding opportunities • Opportunity-organization matching: assessing how well the opportunity matches up with organization’s strengths/weaknesses, mission • Opportunity evaluation: qualitative assessment of attractiveness and a quantitative assessment of sales potential, and financial attractiveness (NPV, IRR)

  3. Market Segmentation • Segmentation is the carving up of the market into relatively homogeneous groups of buyers who are similar in terms of needs or purchasing or usage behaviors • Two types: A priori (most common), and post hoc clustering techniques • Bases for segmentation: demographic variables, behavioral variables, others

  4. Offering-Market Matrix(product-market matrix)

More Related