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MIS 6322

Market Opportunity Analysis. Questions answered in this chapter: Is market-opportunity analysis different for online firms?What are the two generic

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MIS 6322

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    1. MIS 6322 Chapter 3: Market Opportunity Analysis

    2. Market Opportunity Analysis

    3. Unique Market Opportunity Analysis for Online Firms

    4. Two Generic Value Types

    5. Two Generic Value Types (cont’d)

    6. Two Generic Value Types (cont’d)

    7. Exhibit 3.1: Car Manufacture and Sales Value System

    8. What is the Market Opportunity Analysis Framework?

    9. What is the Market Opportunity Analysis Framework? (cont’d)

    10. What is the Market Opportunity Analysis Framework? (cont’d)

    11. What is the Market Opportunity Analysis Framework? (cont’d)

    12. Framework for Market Opportunity

    13. Four Key Environments and the “Sweet Spot” for Market Opportunity

    14. How Do We Identify Unmet and/or Underserved Needs?

    15. Exhibit 3-5: Segmentation Approaches

    16. Identify Specific Customers Actionable Segmentation: must be consistent with how a company can got to market, and it must be able to be sized and described. Meet the following criteria: segments are easy to identify segments can be readily reached segments can be described in terms of their growth, size, profile, and attractiveness Meaningful Segmentation: must help describe and begin to explain why customers behave in a specific way. Meet the following criteria: Customers within a segment behave similarly while customers across segments behave in different ways It provides some insight into customer’s motivations It corresponds with how customers currently buy or use the product or service It correlates to differences in profitability or cost to serve The segments and/or their differences are large enough to warrant a different set of actions by a company

    17. Assess Relative Advantage

    18. Exhibit 3-6: Competitor Profiling for Kodak

    19. Assess the Resources of the Company to Deliver the Offering

    20. Assess the Resources of the Company to Deliver the Offering (cont’d)

    21. Assessing Market Readiness of Technology

    22. Specify the Opportunity in Concrete Terms

    23. Assessing Opportunity Attractiveness

    24. Assessing Opportunity Attractiveness (cont’d)

    25. Priceline.com -- Overall Opportunity Assessment

    26. MarketWatch.com: Unmet and Underserved Needs

    27. MarketWatch.com’s Customers and Needs The customer decision process reveals three sets of interconnected unmet and underserved needs.

    28. MarketWatch.com Licensing Segments

    29. MarketWatch.com Competition: Map to Target

    30. MarketWatch.com Opportunity Story

    31. MarketWatch.com Opportunity Assessment

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