MARKET OPPORTUNITIES

DBA. Nguyễn Thiện Hùng

3-1
ASSESS THE B2B MARKET OPPORTUNITIES

MARKET FIND OPPORTUNITIES

DEVELOPMENT FOR FOR CUSTOMERS IN
EXISTING CUSTOMERS THE CURRENT
MARKET
NEW MARKET
OPPORTUNITIES

WIN NEW CUSTOMERS RESEARCH PROGRAM

DEVELOPMENT

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 MARKET DEVELOPMENT FOR
EXISTING CUSTOMERS

FOUR STEP PROCESS

1. RATING BEST CUSTOMERS
2. MAXIMIZING REVENUE THROUGH COOPERATION
EFFORTS
3. DEVELOPING SPECIFIC PRODUCTS FOR EVERY
CUSTOMER GROUP
4. DEVELOPING NEW CUSTOMER DEMAND FROM
CURRENT CUSTOMERS

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FIND OPPORTUNITIES FROM CUSTOMERS
IN THE CURRENT MARKET

FOUR STEP PROCESS

1. BUILD OFFICIAL FEEDBACK PROGRAM AT
CUSTOMERS CONTACT POINTS (SALES, SUPPORT
ACTIVITIES)
2. DEVELOPMENT OF DATABASE
3. SUMMARY REPORTS
4. DEVELOPMENT OF CUSTOMER RESEARCH
SUPPORT PROGRAM
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 CUSTOMERS RESEARCH

FIND CUSTOMERS DEMAND THROUGH:

1. GROUP DISCUSSION – the best way to get new ideas and
customer insights
2. SURVEY – interviewing customers in person, by mail, by
phone using a questionnaire
3. MARKET COMBINATION AND TESTING – tailor the
product to the customer after purchase
4. VISITING CUSTOMERS – meet with the customer to
determine the problem

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 SEEKING NEW CUSTOMERS

1. Determine current customer life cycle (CLV) for

planning

2. Find similar new customers

3. New geographic expansion

4. Transfer/add existing products to other industries

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 DISCOVER NEW SEGMENTS
1. USING STANDARDS (NAICS) TO ASSESS THE SIZE
AND DEMAND OF THE INDUSTRY

2. ASSESS THE CHARACTERISTICS OF THE COMPANY

LIKE SALES, NUMBER OF EMPLOYEES

3. DEFINITION OF THE COMPANY'S BUYING PROCESS

AND HOW DOES THEY PURCHASE?

4. PRODUCT APPROVAL TO COMPANIES FINDING THE

BEST PRODUCTS

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 CONFIDENCE MAP

BRAND C
Reasonable price
Order process BRAND A
efficiency & accuracy After-sale service
Rapid delivery
BRAND B

Helpful / informative

BRAND D Technical
performance

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 SEGMENTATION AND OPPORTUNITY
ANALYSIS
+ IDENTIFYING SEGMENTS BY INDUSTRY
CLASSIFICATION (SIC / NAICS)

+ CHOOSE TARGET INDUSTRY

+ CHOOSE THE SPECIFIC TARGET COMPANY BY

Criteria :
1. HOW THEY BUY
2. BENEFITS THEY FIND
3. MEMBERS IN PROFESSIONAL/COMMERCIAL
ORGANIZATIONS
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SEGMENTATION PROCESS

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 Criteria for SUCCESSFUL SEGMENTS

• SEGMENTS MUST BE Identifiable - list and evaluate

+
• SEGMENTS MUST ACCESS - can be conquered
through marketing activities
+
• SEGMENT MUST BE IMPORTANT - worth doing

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 ASSESSMENT OF SEGMENT SIZE

TOOLS TO USE FOR EVALUATION

SEGMENTS:
1. USING CASE – Create future events
2. SIMULATION METHODS - Predict product
usage by application
3. STATISTICAL ANALYSIS – Using analysis of the
correlation between demand and economic activity

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 SOME CLASSIFICATION Criteria

Demographic Industry, company size, location

Technology, user status, customer

Executive variables capabilities

Power structure, characteristics of

Buying approach existing relationship

Situational factors Urgency, specific application, order

size

Seller-buyer similarities, loyalty, risk

Personal characteristics attitudes
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