What Is Opportunity Analysis?

Market opportunity analysis, also known as internal and external market analysis , and marketing environment analysis , is precisely through marketing theory, to analyze the existing or unsatisfied or unmet needs in the market, so that companies can find internal and external needs The process of combining the best points so as to organize and configure resources, effectively provide corresponding products or services, and achieve corporate marketing goals.

Market opportunity analysis

Right!

1. External analysis:

I. Misunderstandings in the analysis of corporate marketing environment

1. Over-emphasis on "key factors" in marketing environment analysis, ignoring the misunderstanding of "general factors"

The analysis of marketing environment should be a comprehensive and systematic project. It should be based on the overall perspective of the enterprise, and dialectically analyze the impact that each factor may have on the enterprise. However, when some companies conduct environmental analysis, they unilaterally emphasize the "key factors", such as the analysis of competitors, the analysis of market demand, but ignore the "general factors", such as population environment, natural environment, and cultural environment. analysis. These factors are precisely what will bring significant market opportunities or threats to enterprises. For example, the analysis of the elderly market and the rural market is ignored in the analysis of the population environment.

China is not only the country with the largest population in the world, but also the country with the largest number of elderly people. The population over 60 years of age currently exceeds 120 million, accounting for 1/5 of the world's elderly population and 1/2 of the Asian elderly population. It is estimated that by 2025 and 2050, the total number of elderly population will reach 280 million and 400 million, respectively. The elderly population is growing fast and has greater purchasing power. However, at present, the elderly market in China is very stagnant. On the commercial streets of major cities, there are very few elderly goods stores, department stores and chain stores, and there are few elderly goods counters in large shopping malls. It is limited to the sale of health products, and has a single variety structure. Brand-name products pay little attention to the elderly. In addition, the society lacks a fixed place for the elderly to entertain, and there is a lack of specialized institutions to provide services for the elderly. The reasons for this phenomenon are various, including government and social, and more importantly, the lack of effective analysis of the elderly market by enterprises and the inability to provide various goods and services to the elderly market.

Rural residents are China's largest consumer group. There are 1 billion farmers in the country, accounting for 70% of China's total population, and the realized sales account for only 43% of total social retail sales. This means great potential for the rural market. But for a long time, our company ignored the market of the factory, did not conduct sufficient research on this market, and adopted various marketing measures.

2. The misunderstanding that marketing environment can only be adapted and cannot be changed.

In the marketing environment, some factors such as economy, law, nature, competition, etc. are beyond the control of the enterprise, and the enterprise must adapt. But there are some factors that companies can create and change, such as market demand. Market demand is an important environmental factor affecting companies. All business activities of a company must be based on the needs of customers, understand their needs to produce or provide products that meet market needs. But it turns out that the saying that "consumption must succeed" is a one-sided aspect. If you cannot meet the demand, you cannot own the market. On the other hand, if you meet the demand, you do not necessarily own the market. This is the consensus of almost all marketers. Therefore, adapting to the small market demand is passive and one-sided, and enterprises can actively create demand. And those who create demand become the forerunners of the market, seize the opportunity, and more easily occupy the market.

3. Misunderstandings in understanding the market, thinking what the market's consumer trend is, what the company should do with production. With the deepening of the market economy, the company has adjusted its market and guided its operations and production with the laws of the market. Certain recognition. However, in the thinking of many of our business leaders, the understanding of how to understand the market is still very vague. The market economy requires us to guide production and business activities based on the balance between market supply and demand. We must not only consider the actual needs of the market, but also consider the potential needs of the market to develop and produce products. In addition, we must consider the market demand space and future potential according to the situation of competitors, and determine the products that can be provided today. With future opportunities, we should analyze the current situation and future development of the market in detail, and compare humanities, geography, resources, products, brands, technology, and talents to find the most suitable for their survival and development. Effective ways, not blindly follow the crowd. However, in the Chinese market, this phenomenon is often seen. When a product is sold well, this product will coax and bloom everywhere. Such as the color TV heat, refrigerator heat, VCl) heat, real estate heat, health care heat, thermal underwear heat and so on. This inability to properly analyze the opportunities and threats brought by the marketing environment can only make most companies, especially weak SMEs, have a strange circle of blindness and randomness when dealing with market changes. Facing difficulties in competition.

4. Analysis of the market environment focuses on qualitative analysis and ignores the misunderstanding of quantitative analysis

There are two kinds of analysis methods for marketing environment: quantitative analysis and qualitative analysis. The so-called quantitative analysis method is to use various mathematical models in the analysis of the marketing environment, express the various variables of the environment and the relationships between the various variables with mathematical relations, establish mathematical models, and then use various modern means The method of quantitative comparison and analysis of results; the qualitative analysis method refers to the full use of human wisdom, ability and experience in the analysis of marketing environment, based on the situation and data, based on full research and analysis. The main difference between the two is J; the former mainly depends on mathematical and statistical methods, while the latter focuses on individual or collective experience, knowledge, and abilities. For a long time, Chinese enterprises rely on experience when conducting environmental analysis. Experience is a very valuable asset for an enterprise. It is simple and accurate for simple and routine environmental analysis. However, this method obviously lacks effectiveness for a complex and changing market environment. In addition, this qualitative analysis method based on experience has the characteristics of being easy to transfer and difficult to impart due to brain drain. Therefore, today's marketing environment is becoming more and more complex, and it is also showing its limitations.

Second, enterprises should take countermeasures

Due to the above-mentioned misunderstandings in the analysis of marketing environment, this greatly affects the marketing strategy decision of the company. Therefore, effective measures must be taken. Specific countermeasures are :.

1. Establish a modern new marketing concept, and guide the company's market environment analysis work with a new marketing concept.

For a long time, the marketing concepts of Chinese enterprises are relatively backward, and they have remained in the traditional concept of backselling during the planned economy period. Whether it is understanding the market, or emphasizing one-sided adaptation to consumer demand and even the above-mentioned marketing misunderstandings, fundamentally It is said to be caused by wrong marketing concepts. With the further development of the market economy, the marketing concept has developed to the stage where the enterprise must use the social marketing concept to guide all marketing activities of the enterprise. However, some of our companies have not realized this, and the marketing concept has remained on the concept of sales and even products. This will inevitably lead to the above misunderstandings due to the guidance of backward concepts. Therefore, the enterprise must establish a modern marketing concept, and fundamentally solve the misunderstanding of the enterprise.

2. Focus on innovation and establish a correct buyer's market view

The buyer's market requires that the company as a seller must cater to the needs of the buyer in a vain manner, otherwise, the company cannot survive. Our demand for a commodity today does not mean that we did not need it in the past, nor does it mean that people in the future must have this demand. So we must dynamically and developmentally look at the changes in demand, and look at it with a creative eye. market. Today, many companies regard market innovation as their soul. Because under the condition of buying as a market, one-sided emphasis is placed on adapting to the needs of the market and the buyer. Without the change in the needs of the buyer, or even the real demand, it has always been trapped in the thinking style of the leaves and lacks the spirit of active innovation. Fall into a misunderstanding of market understanding. Therefore, focusing on innovation and establishing a correct buyer's market view can truly understand the market and occupy a favorable position in market competition.

3. Strengthen personnel training, introduce advanced marketing management, and improve the quality of marketing personnel.

The important reason for the above-mentioned misunderstandings in the analysis of marketing environment of an enterprise is that the lack of senior talents in the marketing force in the marketing team has caused the company to misunderstand in the process of market environment analysis. To improve the quality of marketing personnel, enterprises must pay attention to the introduction and use of senior marketing talents, and pay attention to the business training of existing marketing personnel. However, it should be noted that what is urgently needed in the analysis of marketing environment of enterprises today are senior talents in market research, and senior talents are the decisive force to solve these misunderstandings in the enterprise. Therefore, taking the introduction of senior marketing talents as a breakthrough point and comprehensively improving the quality of the company's overall marketing team is an important measure to solve the misunderstanding of corporate market research.

(1) Establish the overall concept of environmental analysis by improving the quality of personnel, instead of emphasizing the so-called emphasis;

(2) Enhance the company's ability to perform quantitative analysis of the environment by improving the quality of personnel;

(3) By improving the quality of personnel, on the one hand, the ability to develop new products is enhanced, and on the other hand, the market feasibility analysis of new products is improved, so that new products can become products that the market needs and enterprises can benefit from them; (4) By improving the quality of personnel, while continuously improving the quality and technological content of products, attention is paid to the marketization of high-quality and high-tech products, so as to continuously create demand; (s) by improving the quality of personnel, enhancing the company's ability to engage in market research and forecasting Level.

4. Give full play to the important role of market research in the analysis of corporate marketing environment

(1) Increase investment in market surveys. Because market surveys allow companies to have a general understanding of market conditions, market surveys are very meaningful. However, for various reasons, companies have invested in market surveys for a long time. There are almost no or few children. This makes enterprises lack the necessary first-hand information for environmental analysis, so they should increase investment in market research in the future.

(2) Establish market information information system to enhance the reliability of market adjustment. Because the results of market surveys may be rough or arbitrarily arbitrary and one-sided, which will affect the accuracy of environmental analysis and decision-making, the establishment of market information information systems and the provision of specialized personnel can enhance the reliability of market surveys.

In the fierce market competition, companies must continue to strengthen the environmental analysis, improve the accuracy of marketing environmental analysis, and take effective measures to avoid the above misunderstandings, so as to be invincible in the fierce market competition. Ground.