Market-Based Management Copyright Roger J. Best, 2012 MBM6 Chapter 3 Chapter 3 Defining Market Space and Estimating Market Potential Understanding Dynamics of Market Demand and the Product Lifecycle Understanding How Market Share is Achieved and Evaluating Share Strategies A narrow market definition limits your business opportunities. You have to see more to sell more. —Jack Welch, CEO, 1981–2000 General Electric
Customer Focus, Customer Performance, and Profit Impact Defining Market Space and Estimating Market Potential MBM6 Chapter 3 Copyright Roger J. Best, 2012 The greatest threat to a business’s survival—and a major cause of missed market opportunities—is a narrow focus on existing product-markets .
Product-Market Structure Copyright Roger J. Best, 2012 MBM6 Chapter 3 Forty years ago, several of these products did not exist, while others had not yet reached their tipping point.
Market Definitions Copyright Roger J. Best, 2012 MBM6 Chapter 3 A broad market definition is essential for any business in order to understand and measure market demand, market potential, and market share. A narrow market definition , one adopted by design , is not always a limitation.
Personal Computer Market Demand Copyright Roger J. Best, 2012 MBM6 Chapter 3 Knowing the maximum number of units that can be consumed by the defined market is of great strategic importance to a business: After a market reaches its full potential and saturates, new customers will be hard to find.
Estimating Market Potential - PCs Copyright Roger J. Best, 2012
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