1. Opportunity Analysis, Market Segmentation, and Market Targeting Mostafa Ewees

9. Opportunity Evaluation Matrix Market niche criterion Competitive Activity Buyer Requirements Demand/ Supply Political, Technological, and Socioeconomic Forces Organizational Capabilities Buyer Type Buyer Needs Means for Buyer Needs

10. A Market Consists of… 4- Prospective buyers willing and able to purchase the existing or potential offering of an organization. Focus on Buyers Effective Demand “ Offering” rather than product or service Market Share

13. Market Segmentation Variables 4- Market Segmentation Variables Benefits Sought Psychographic Socioeconomic Behavioral

15. Each Market Segment should be… 4- Measurable Differentiable Accessible Substantial

16. Sample Offering - Market Matrix for Handheld Calculators 4- Market Segments (User Groups) Business Scientific Home School Simple Moderate Complex Very complex

17. Market Targeting Specifying segments to pursue 4- Differentiated Marketing The organization pursues several different market segments simultaneously Organization Market

18. Market Targeting Specifying segments to pursue 4- Concentrated Marketing The organization focuses on a single market segment Organization Market

22. What is a Sales Forecast? 4- Level of sales a single organization expects to achieve based on a chosen market strategy and an assumed competitive environment.

25. Making a Sales Forecast Example 4- Total number of potential buyers = 1 Million Target Market (25%) = x 0.25 Market Coverage (75%) = x 0.75 Units purchased per year (20) = x 20 Average Price ($10) = x $10 Forecasted Sales = $ 37.5 Million