Helloworld

Is there a market opportunity? | | | |

|  |Tasks |Tools |Case Questions |

|Market Analysis |- define the market |- unit and dollar volume |Is there a market? How big is it? Can|

| |- what is the relevant market |- forecast demand (mkt will not grow forever) |we reach it? How much will it cost to |

| |- determine the size and potential |- structural analysis of industry |reach the market? |

| |(growth rate) |- product life cycle | |

| |- industry structure (including |- impact of technology on costs, products, | |

| |segments) |channels, related industries | |

|Customer Analysis|- who are they (look at |- economic value (EVC) - communicate value to |- Who uses the product? |

| |decision-makers) |customers (p. 72) |- How large is the potential market for|

| |- what do they want |1. maximum price a customer is willing to pay |the specific product? |

| |- look at their decision making |2. based on total life cycle cost |- What are the appropriate target |

| |process (who, when, what, how) |3. compared to an existing or competitive |markets for the product? |

| |1. customers assess options |product |- Will customers adopt this product? |

| |relative to their net worth |NOTE:...