MIS 6322

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.comOpportunity Story

31. MarketWatch.comOpportunity Assessment