COMM 103 Chapter Notes - Chapter 15: Swot Analysis, Market Segmentation, Disruptive Innovation

• School: Queen's University
• Department: Commerce
• Course: COMM 103
• Professor: Gregory Libitz

Document Summary

Overview: utilizes knowledge from all previous chapters to make a full assessment of a business. Market analysis: assessment of the risk and uncertainty associated with entry into the targeted market space. => draw validity that proposed plan will achieve market penetration intended. => will obtain sufficient market reach and scale to ensure sustainability and profitability: need to identify key success factors => vary with each new launch. Extension existing market: assessing the legitimacy of the perceived opportunity that the manager/entrepreneur sees for the organization; assessed in 4 ways. Current market environment: right timing, ability to ensure sustainability, does. Pestel analysis reveal significant barriers/concerns that may hinder success? (environment) Ma(cid:396)ket se(cid:272)to(cid:396)/i(cid:374)dust(cid:396)(cid:455) a(cid:374)al(cid:455)sis: po(cid:396)te(cid:396)"s 5 fo(cid:396)(cid:272)es, wot a(cid:374)al(cid:455)sis, (cid:449)ell researched competitive analysis (industry) Value analysis: closel(cid:455) i(cid:374)teg(cid:396)ated (cid:449)ith the (cid:373)a(cid:396)ket a(cid:374)al(cid:455)sis phase => full(cid:455) u(cid:374)de(cid:396)sta(cid:374)di(cid:374)g (cid:862)(cid:373)a(cid:396)ket fit(cid:863) and validating that there is definitive competitive advantage/uniqueness => ability to fully develop a strong positioning campaign.