Professional Documents
Culture Documents
Market Opportunities
Market Opportunities
3-2
MARKET DEVELOPMENT FOR
EXISTING CUSTOMERS
3-3
FIND OPPORTUNITIES FROM CUSTOMERS
IN THE CURRENT MARKET
3-5
CUSTOMERS RESEARCH
3-7
SEEKING NEW CUSTOMERS
3-8
FIND OPPORTUNITIES THROUGH
MARKET RESEARCH
PURPOSE OF THE STUDY
1 2
CUSTOMER MANAGEMENT SEEKING NEW CUSTOMERS
ACHIEVED BY
1. CUSTOMER RESEARCH – through group discussions and surveys
2. IMPACT WITH CUSTOMERS – through integrated product
development and product testing (Test beta and Test marketing)
3. DEVELOPMENT OF CUSTOMER VISIT PROGRAMS
3-10
DISCOVER NEW SEGMENTS
1. USING STANDARDS (NAICS) TO ASSESS THE SIZE
AND DEMAND OF THE INDUSTRY
3-11
DISCOVER NEW SEGMENTS
3-12
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
3-13
SEGMENTATION AND OPPORTUNITY
ANALYSIS
+ IDENTIFYING SEGMENTS BY INDUSTRY
CLASSIFICATION (SIC / NAICS)
3-15
Criteria for SUCCESSFUL SEGMENTS
3-16
ASSESSMENT OF SEGMENT SIZE
3-17
SOME CLASSIFICATION Criteria
3-19