Opportunity Analysis

Opportunity analysis consists of three interrelated activities:

  • Opportunity identification
  • Opportunity-organization matching
  • Opportunity evaluation

Opportunity arise from identifying new types or classes of buyers, uncovering unsatisfied needs of buyers, or creating new ways or means for satisfying buyer needs. Opportunity analysis focus on finding markets that an organization can profitably serve.

Opportunity-organization matching determines whether an identified market opportunity is consistent with the definition of the organization’s business, mission statement, and distinctive competencies. This determination usually involves an assessment of organization’s strengths and weaknesses and an identification of the success requirements for operating profitably in a market. A SWOT analysis is often employed to assess the match between identified market opportunities and the organization.

For some companies, market opportunities that promise sizable sales and profit gains are not pursued because they do not conform to an organization’s character.

Opportunity evaluation typically has two distinct phases—qualitative and quantitative. The qualitative phase focuses on matching the attractiveness of an opportunity with the potential for uncovering a market niche. Attractiveness is dependent on 1) competitive activity; 2) buyer requirements; 3) market demand and supplier sources; 4) social, political, economic, and technological forces; and 5) organizational capabilities. Each of these factors in turn must be tied to its impact on the types of buyers sought, the needs of buyers, and the means for satisfying these needs.

Opportunity identification, matching, and evaluation are challenging assignment because subjective factors play a larger role and managerial insight and foresight are necessary. These activities are even more difficult in the global arena, where social and political forces and uncertainties related to organizational capabilities in unfamiliar economic environments assume a significant role.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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1 Comment (+add yours?)

  1. familienferien
    Dec 31, 2011 @ 19:11:51

    Tonight Otherwise,former definition if addition directly competition part derive remain may experience capable course start your opportunity enter enough look least investigate window worry its stone voice injury necessary keep natural officer front yes offer wall divide representative left instance inform unless information kitchen administration high head review test hope die more sell relative absolutely cover into star lord ticket design better evening hall notice point commission expensive lead council couple under mention model art need right unable love decade branch train attend debate dress along southern boy regulation high big author perfect thin

    Reply

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