Marketing Strategy

Opportunity/Threat

• A marketing opportunity is an area of buyer need & interest in which there is a high probability that a company can profitably satisfy that need.
• Three main sources of market opportunities:

1. Supply something that is in demand.
2. Supplying product or service in a new or superior way.
3. Totally new product that bring about a new consumer behavior or impact.

Opportunities

• A company may benefit from converging industry trends & introduce hybrid products or services that are new to the market.
• A company may make a buying process more convenient or efficient.
• A company can meet the need for more information or advice.
• A company can customize a product or service that was formerly offered in a standard form.
• A company can introduce a new capability.
• A company may be able to deliver a product or service faster.
• A company may be able to offer a product at a much lower price.

Questions for Market Opportunity Analysis

• Can the benefits involved in the opportunity be articulated convincingly to a defined target market?
• Can the target market(s) be located & reached with cost effective media & trade channels?
• Does  the company process or have access to the critical capabilities & resources needed to deliver customer benefits?
• Can  the company deliver the benefits better than any actual or potential competitors?
• Will the financial rate of return meet or exceed the company's threshold for investment?

Success Probability

Opportunity Matrix

Example

1. Company develops more powerful lighting system.
2. Company develops device to measure energy efficiency.
3. Company develops device to measure illumination level.
4. Company develops software program to teach lighting fundamentals to TV studio personnel

Probability of Occurrence

Threat Matrix

Example

1. Competitor develops superior lighting system.
   
2. Major prolonged economic depression.
   
3. Higher Costs.
   
4. Legislation to reduce number of TV licenses.