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opportunity analysis, market segmentation and targeting (market…

- - - - unsatisfied needs
      - new technology of satisfying needs and delivering superior value
    - - is the opportunity congruent with business, definition, mission, goals?
    - - two phases
        
        qualitative
        
        assessing attractivness
        
        compete activity
        
        buyer requirements
        
        market demand and supplier sources
        
        social, political, economic, and technological forces
        
        organizational capabilities
        
        quantitative
- - - - the prospective buyers willing and able to purchase the existing or potential offering of an organisation
    - - markets can an should be broken down in higher level of specificity
    - - the sales of a company, product, service or brand / the sales of the market *100
- - - - unmet needs
      - ways/technologies to deliver superior value
    - - tailor marketing mix to be more effective
  - - - who are they?
      - what do they want to buy?
      - how do they want to buy?
      - when do they want to buy?
      - where do they want to buy?
      - why do they want to buy?
    - - measurable
      - differentiable
      - accessible
      - subtantial
- - - - differentiated
        
        pursue several market segments simultaneously
      - concentrated
        
        focus on a single market