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Market Opportunity Analysis
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Table of Contents

  • 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. Mildred's Caddy
  • Case 6. Jay's Travel Trailer Park
  • Case 7. The Box Factory, Inc.
  • Case 8. Central Bank: Automatic Teller Machines
  • Case 9. Jill's 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

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