This Market Opportunity Analysis details the complete process of research and analysis to identify potentially viable marketing opportunities. This MOA contains the following sections:
Initial market assessment
Target market analysis
Total market potential
Organisational assessment
Environmental assessment
Financial assessment
Resource requirements
Although you may assess multiple opportunities, at least two opportunities will need to undergo assessment through all four stages. Where a marketing opportunity does not appear viable after the initial market assessment, select another opportunity for assessment. Please review this document before starting your research to fully understand the information required.
Abstract
[Note: Write the abstract once your analysis is complete. Describe the purpose of this analysis, as well as the overall results and recommendations in terms of potential viability and profitability.]
1. Initial market assessment
You will be required to undertake internal and external research and analysis to verify the accuracy and currency of relevant data. Please provide any supporting files where applicable (for example, documented results of an idea-generation activity).
Opportunity 1
Opportunity 2
Marketing opportunity:
[Define the marketing opportunity you have identified. The marketing opportunity you have identified should be supported by your methodology and results (below).]
[Define the marketing opportunity you have identified. The marketing opportunity you have identified should be supported by your methodology and results (below).]
Marketing strategy:
[What type of marketing strategy is this?]
[What type of marketing strategy is this?]
Sources of information and data (check all that apply):
Internal documents
Sales and performance data
Customer/general enquiries/feedback
Market analysis
Idea-generation activity
External quantitative data
Competitor information
Qualitative research/analysis
Other (please specify):
Internal documents
Sales and performance data
Customer/general enquiries/feedback
Market analysis
Idea-generation activity
External quantitative data
Competitor information
Qualitative research/analysis
Other (please specify):
Methodology:
[Provide a summary of the research process and methods of analyses you applied to identify potential marketing opportunities.]
[Provide a summary of the research process and methods of analyses you applied to identify potential marketing opportunities.]
Results:
[Explain your findings. Include references to the sources of information and data that support your findings.]
[Explain your findings. Include references to the sources of information and data that support your findings.]
2. Target market analysis
You must undertake market segmentation to identify the target market for the marketing opportunity, and document the process below.
Opportunity 1
Opportunity 2
Target market:
[Who is the target market (based on segmentation)?]
[Who is the target market (based on segmentation)?]
Segmentation:
[Describe the process you undertook to segment the market, including the descriptors you applied, such as relevant demographic, geographic, psychographic and behaviour descriptors.]
[Describe the process you undertook to segment the market, including the descriptors you applied, such as relevant demographic, geographic, psychographic and behaviour descriptors.]
Positioning:
[Write a brief positioning statement that outlines:
Who the product/service is designed for (the target market)
Why it will appeal to the target market (what problem is it solving?)
How the product/service is unique/different as compared to competitor offerings.]
[Write a brief positioning statement that outlines:
Who the product/service is designed for (the target market)
Why it will appeal to the target market (what problem is it solving?)
How the product/service is unique/different as compared to competitor offerings.]
3. Total market potential
You will need to calculate each of the following components to estimate the total market potential. Use the TMP Calculator to assist with this task. Summarise the results in the table below for each opportunity, and identify and attach any supporting data/files (such as charts and graphs),
Opportunity 1
Opportunity 2
Target market size:
Estimated market share (%):
Total potential customers (n):
Average selling price (p) (estimate):
Average annual consumption (q):
Total market potential:
Market size forecast (3 years):
Potential sales growth (3 years):
4. Organisational assessment
Here you need to identify the extent to which market opportunities align to organisational and marketing goals, objectives and capabilities. Refer to the (draft) Marketing Plan for this information.
Opportunity 1
Opportunity 2
Strategic alignment:
[Indicate the degree to which potential market opportunity aligns to strategic/marketing goals/objectives, and indicate which goals/objectives are being met.]
[Indicate the degree to which potential market opportunity aligns to strategic/marketing goals/objectives, and indicate which goals/objectives are being met.]
Brand alignment:
[Indicate the degree to which the potential market opportunity will reinforce/match the organisation’s brand/image, and describe how.]
[Indicate the degree to which the potential market opportunity will reinforce/match the organisation’s brand/image, and describe how.]
Customer base:
[Indicate how the needs, preferences and behaviours of the target market will influence:
Reach
Price
Internal knowledge and service delivery.]
[Indicate how the needs, preferences and behaviours of the target market will influence:
Reach
Price
Internal knowledge and service delivery.]
Distribution:
[Indicate how the potential market opportunity will be distributed to ensure the target market can easily access the product/service.]
[Indicate how the potential market opportunity will be distributed to ensure the target market can easily access the product/service.]
Budget:
$5,000 initial investment (1st year).
$5,000 initial investment (1st year).
5. Environmental assessment
External analysis
Undertake analysis of the external environment to identify and assess potential threats and opportunities. Please provide any supporting files where applicable (for example, documented SWOT Analysis).
[Provide a summary of the research process and methods of analyses you applied to determine potential opportunities and threats in the external environment.]
[Provide a summary of the research process and methods of analyses you applied to determine potential opportunities and threats in the external environment.]
Results:
[Explain your findings. Include reference to the sources of information and data that support your findings.]
[Explain your findings. Include reference to the sources of information and data that support your findings.]
Impact:
[Explain the potential impact of your findings in terms of benefits, risks and viability.]
[Explain the potential impact of your findings in terms of benefits, risks and viability.]
Competitor analysis
A detailed competitor analysis will assist you to identify product/service differentiation, features and benefits of the potential product/service offering, opportunities for competitive advantage, target market data, etc. Assess at least two competitors on at least five factors, and document the findings in the table below.
[Outline a basic promotional strategy for reaching the target market. Discuss whether website development will be required.]
Outcome:
[Determine viability of marketing opportunity based on resource requirements. Consider the costs and benefits.]
[Determine viability of marketing opportunity based on resource requirements. Consider the costs and benefits.]
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