5Step 4: Problem and Opportunity Analysis
Introduction
The first three steps of market planning yielded an additional benefit that will be explored in this chapter: identifying problems and opportunities in their early stages. Problem and opportunity analysis does not go into great detail, but this chapter’s methods will help you uncover trends that your firm should arrest and others that it should exploit.
It is not always easy to recognize problems before they become major issues. In firms of all sizes, managers frequently make the mistake of believing that minor problems will correct themselves without intervention.
On the other hand, while marketing managers are assessing their environment, they may just as easily overlook opportunities. ...
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