Definitions & Responsibilities for Market Opportunity Analysis

Market Opportunity Analysis using advanced analytical techniques, describes market segment opportunity and predicts future growth.

Market Opportunity Analysis is concerned with the acquisition, codification, analysis and presentation of market information that describes and predicts the size, distribution and growth of  the market opportunity. The opportunity analyst provides this understanding by analyzing customer/market buying behavior and spending on the demand-side as well as our and competitor revenue on the supply-side within the unit’s key market segments. They analyze market, customer, competitor and economic trends and forecasts, and use that information to formulate hypotheses about the parameters that drive demand within their market segments. They build opportunity models that generate opportunity estimates and forecasts based on key parameters such as historic buying patterns, projected industry trends and economic forecasts. Their analyses, models and the estimates are used to help shape and drive business development decisions regarding our – by segment - coverage strategy, market selection, revenue and market share performance objectives, and compensation.

Key to their success is the analyst’s ability to understand management’s needs for opportunity analysis, structure models that address those needs and communicate the resulting opportunity estimates in ways that add value. The opportunity analyst must identify, procure and utilize relevant data sources, reconcile conflicting data sources and estimates, and present numeric data and findings in a clear and understandable form that enables decisions, assessments and measurements. They persuasively present their findings and stand behind their recommendations. They select, procure and participate in the development of market data, analyze and interpret market information, describe complex interrelationships and models, effectively communicate results, manage the research process, know the Market Planning Process, understand how their analysis is used in Group and Business Unit Business Plans, and in Marketplace Assessments, and effectively use Opportunity Analysis tools.

Responsibilities

  • Consults with senior management to define the requirements for Opportunity Analysis that will provide the most value to their unit. They structure the Opportunity Analysis in a way that enables the information it delivers to be actionable by addressing key business issues
  • Enables the definition of measurable market segments by assuring that what is defined and selected in the first phase of the Market Planning Process can be measured in its final phase along with the corresponding revenue measures
  • Builds and maintains models that are fact-based to the extent that data sources exist and where data sources do not exist, the models clearly describe the key assumptions that drive the estimates and forecasts produced by the models. Models include both (macro) market opportunity models to estimate customer spending by segment and (micro) vendor financial models to estimate competitor revenue and share by segment
  • Identifies, assesses, qualifies, procures and participates in the development of reliable data sources to support the brand unit and/or business unit opportunity analysis and market segmentation
  • Shares data sources and intellectual capital with other opportunity analysis professionals so as to enhance our view of the marketplace and its dynamics
  • Consults with management when opportunity estimates are delivered to interpret the estimates within the user’s context to minimize the risk of misapplication
  • Supports our overall opportunity analysis efforts by participating in Market Opportunity Analysis programs 
  • Performs the problem determination work needed in order to uncover and ultimately resolve the issues that need to be addressed. Establishes the requisite method(s) for resolution

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