Market Opportunity Analysis (Paperback)

Preface PART I: INTRODUCTION TO ASSESSING BUSINESS OPPORTUNITIES Chapter 1. Assessing Business Opportunities: An Overview The Importance of Opportunity Analysis Factors Influencing Feasibility Analysis What Is Opportunity Analysis? Plan of the Book Chapter 2. Strategic Management and Planning Why Strategic Planning? Strategic Planning: Key to Success What Is Strategy? Resistance to Strategic Planning The Strategic Management Process Corporate Purpose or Mission Corporate Objectives Corporate Strategies Strategies for Existing SBUs Summary PART II: EXTERNAL ANALYSIS Chapter 3. Market Demand Analysis Identifying a Market Bases for Market Segmentation Market Grids An Alternate Approach to Market Segmentation A “Quick and Dirty” Assessment of Business Opportunities Market Factors Market Potential Estimating Potential for Existing Products Estimating Potential for New Products or Services Summary Chapter 4. Competitive Analysis Purpose of Competitive Analysis Types of Competition Levels of Competition Deciding on the Nature of the Competition Competitive Advantages Industry Analysis Competitor Analysis The Competitive Market-Mix Audit Competitive Strategies and Resources Search for a Differential Advantage Positioning the Company/Product Summary PART III: FINANCIAL ANALYSIS Chapter 5. Revenue and Cost Analysis Nonprofit Financial Analysis Forecasting Market Share Cost Analysis Cost Concepts Types of Costs Data Sources Cost Behavior, Sensitivity Analysis, and Risk Analysis The Process of Cost Forecasting Technical Analysis Procedures Summary Chapter 6. Profitability Analysis Return on Investment Financial Analysis Process Decision Flow Chart The Methods of Analyzing Investments Risk Analysis Cost Analysis for Not-for-Profit Entities Summary PART IV: INTERNAL ANALYSIS Chapter 7. Feasibility Analysis: Summary and Action Plan Problems versus Opportunities Internal Factors Ranking Opportunities Developing a Written Business Plan Uses and Sources of Funds for New or Expanding Businesses Summary CASES Case 1. Watercrest Park Case 2. Superior Electrical Contractors: Residential Services Division Case 3. Gateway Medical Waste Transport of Colorado Case 4. National Foundations, Inc. Case 5. Mildreds Caddy Case 6. Jays Travel Trailer Park Case 7. The Box Factory, Inc. Case 8. Central Bank: Automatic Teller Machines Case 9. Jills House of Cakes Case 10. Sound Communications, Inc. Appendix A. Secondary Data Sources for Assessing Market Opportunities Appendix B. Sample Market Opportunity Analysis Report Notes Index