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Market Opportunity Analysis

Ruonan Tan

0423688

Introduction

In our modern society , lots of companies are surrounded by the numerous competition and dealt with many questions , for example , are your products consistent with your customers' current and future needs? Do you have a flow of new products to meet the information needs of your market? Are the products you're developing strategically significant? The answer is unknown

, because the market opportunity analysis for every product is playing an important role in company 's philosophy .

Jerry Y. Wind has argued that "Market opportunity analysis is key to the survival and growth of any firm including national and international companies , particularly in the competitive marketplace." ( The Lauder Professor and professor of Marketing, The Wharton School, Trustee, The Philadelphia Museum of Art) .

The ever-accelerated updating of economic and commercial brings about a great number of changes and challenges in modern society , especially in the expansion of marketplace and influence of market opportunity research and analysis for different firms . It seems that market opportunity is playing significant role .Recently Hi-Micro company was established and have identified that the on-going globalization of the world economy, its strategic location, and the existing market structure provide them with a potential opportunity to develop as an international high-tech computer market leader. In recognition of the risks involved, Hi-micro test the market of Innovators and Mercedes to examine the basis for the opportunity, assess how these two products measure up against competing other companies , such as Wellbox and KnLs , determine potential market niches, and develop a strategic marketing plan. This current report, the Hi-Micro Market Opportunity Analysis, represents the process of marketing through the analyses of the following sections mainly for Hi-micro that are closely related to market opportunity analysis .

The business environment and the forces

What is an on demand Operating Environment? It is defined as " a set of integration and infrastructure management capabilities that customers and partners can utilize, in a modular and incremental fashion, to enable the transformation to e-business on demand. It is not: a single product, nor a brand, nor a platform, nor an architecture".

The design of an on demand operating environment must match the design of the business itself. In order for more and more flexibility and componentization to be achieved in the business design, the infrastructure must evolve from silos of complex, over-provisioned, proprietary hardware and software - to a standards-based infrastructure where capacity can be optimized across the entire organization.

Through four quarters , it seems Hi-Micro is on a demand operating environment because of the following businss forces :

"Businesses always continue to look for ways to overcome new and existing challenges. They develop new strategies, look for ways to innovate, drive to increase productivity, evaluate their organizational structure and corporate culture. They may also evaluate their market needs and existing technology to determine how to create business flexibility and optimize the market infrastructure".

In pursuit of achieving their business objectives, our company Hi-Micro face four main challenges in today's business environment :

* Continuous change ( technology innovation)

* Rigorous Competition ( with same color groups )

* Financial Pressures

* Unpredictable Threats

Due to the forces , Hi-Micro have to take the challenges , and these challenges for Hi-Micro require :

* New levels of business flexibility resulting in component-based business models that lead to greater flexibility. These business models reside on horizontal end-to-end business processes that are built to change as the needs of the business change. The new imperative for Hi-Micro is to support these business designs with a services oriented hi-tech infrastructure.

* Corresponding IT flexibility : an evolved infrastructure to support changing business needs, component-based applications that support horizontal processes, the automation and virtualization of resources, and business performance management

Getting a high technology infrastructure that supports Hi-Micro's on demand initiatives involves an evolutionary approach whereby existing technologies deployed today within customer environments can be used to extract immediate value and benefits to the business.

The market's structure and where your new product is likely to fit in the market.

According to the sources of the recent changes and at the forces allowing a single country to earn most of the producer rents. The change in the character of the market's structure in the world which is from US leader of the persistence of international technological and competitive advantages to more than one market .

For Hi-Micro ,why were the United States and European countries, and not other countries, able to make profit from the opportunities to become world technological and competitive leader? What are the key performance characteristics of the Hi-Micro model of industrial organization?

For answers the above questions, we must look at the interrelationships among four very distinct areas:

1> Technology . Hi-Micro focus on the hi-tech computer production and sales , US and European countries are considered the most developed countries with newest and highest technology , most of people could accept our computers , such as Hi-Master and Hi-Magic.

2> Firm market . US and European 's market is quite small but firm , it is good for Hi-Micro to set up sales office and web center there .

3> National support institutions . For US military , they could use our type of Mercedes "Hi-Master" to control some military weapon .

4> National innovation system.

The minimum requirements to serve the market as determined

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