Market Opportunity Analysis: Text and Cases

The key to success in business is planning. And the key to successful planning is using a proven format to analyze a product's marketability. Market Opportunity Analysis: Text and Cases guides students (and professionals) step-by-step through the complicated process of determining the feasibility of marketing a new product or service. As financial markets struggle with changing interest rates, government policies shift back and forth on tax increases, decreases, and deficit spending, and international competition in major product categories is at an all-time high, business managers are forced to reevaluate the basis for success. The authors of this unique textbook combine decades of practical experience in market research, strategic management, consumer behavior, and new venture creation to help readers develop the analytical skills they need to focus on what needs to be done-and how to do it. Book jacket.