Opportunity Assessment Paper
Opportunity Assessment Paper
Aramintha Meyer
MKT/552 Technology Application and e-Marketing
June 3, 2013
Opportunity Assessment
Maintaining a competitive advantage is a goal for every company no matter what market they exist in. In order to remain profitable and a company must understand how to properly brand their business. It is also inherit that an opportunity analysis aligns with the overall goal of the company, because a company will be able to effectively identify and assess the attractiveness of business opportunity. Having these fundamentals in place will create a positive awareness about the product.
Seven-Step Process to Assess Market Opportunity * The seven steps of the market opportunity analysis consist of: Identify the unmet and/or underserved customer need, identify the specific customers a company will pursue, assess advantage relative to competition, assess the company’s resources to deliver the offering, assess the market readiness of the technology, specify the opportunity in concrete terms, and assess opportunity attractiveness (Rayport & Jaworski, 2004). For example, Apple meets the consumers needs because the companies suitability in being able to provide various computer software and hardware and electronics for all generations. It is also important to consider the market. The main segments targeted by Apple are the professional market and the consumer market. There are opportunities for Apple in the business market. The fourth step is to consider competition. In the computer hardware market there are competitors like hp COMPAQ and Dell. In the software market there are competitors like Microsoft, in the consumer electronics area there are competitors like Sony, Samsung, and LG, and in the digital distribution market there are competitors like the content providers/ and even peer file sharing sites. The fifth step is considering the environment. There is technological competition, strong competition from Chinese and
Aramintha Meyer
MKT/552 Technology Application and e-Marketing
June 3, 2013
Opportunity Assessment
Maintaining a competitive advantage is a goal for every company no matter what market they exist in. In order to remain profitable and a company must understand how to properly brand their business. It is also inherit that an opportunity analysis aligns with the overall goal of the company, because a company will be able to effectively identify and assess the attractiveness of business opportunity. Having these fundamentals in place will create a positive awareness about the product.
Seven-Step Process to Assess Market Opportunity * The seven steps of the market opportunity analysis consist of: Identify the unmet and/or underserved customer need, identify the specific customers a company will pursue, assess advantage relative to competition, assess the company’s resources to deliver the offering, assess the market readiness of the technology, specify the opportunity in concrete terms, and assess opportunity attractiveness (Rayport & Jaworski, 2004). For example, Apple meets the consumers needs because the companies suitability in being able to provide various computer software and hardware and electronics for all generations. It is also important to consider the market. The main segments targeted by Apple are the professional market and the consumer market. There are opportunities for Apple in the business market. The fourth step is to consider competition. In the computer hardware market there are competitors like hp COMPAQ and Dell. In the software market there are competitors like Microsoft, in the consumer electronics area there are competitors like Sony, Samsung, and LG, and in the digital distribution market there are competitors like the content providers/ and even peer file sharing sites. The fifth step is considering the environment. There is technological competition, strong competition from Chinese and
References: Rayport, J. F., & Jaworski, B. J. (2004). Introduction to e-commerce (2nd ed.). New York, NY: McGraw-Hill. Windows. (2013). iPad vs. Windows. Retrieved from http://windows.microsoft.com/en-us/windows-8/compare#t1=asus-vivotab-smart