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Rady School of Management

Market Opportunity Analysis: Segmentation, Targeting and Positioning

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Description

Be able to identify potential market opportunities and the corresponding best strategies of capitalizing on those opportunities.

Companies often need to decide on the next step: which market to address? What new products/services to develop? How and where to launch a new product or service? In other words, identify potential market opportunities and the corresponding best strategies of capitalizing on those opportunities. In this module we will frameworks and tools designed to address these questions and practice using them. In particular, we will use positioning analysis as the axis around which the rest of the strategy and tactical decisions revolve.

Who should attend

This course is appropriate for managers engaged in strategic decisions, as well as those who anticipating promotion to such positions.

Experts

Research Areas Marketing strategy Consumer behavior Pricing Judgment and decision making Risk and uncertainty Behavioral economics Business analytics Industry Areas High-tech Biotech Defense Amir''s research focuses on using psychological and economic principles to identify successful str...