OPPORTUNITY ANALYSIS
 

 

 

 

 

 

 

 

 

 

 

 

 

Strengths should be further examined to undertake what may be called opportunity analysis (matching strengths, or competencies, to opportunity). Opportunity analysis serves as an input in establishing a company’s economic mission. Opportunity analysis is also useful in developing an individual product’s objectives. the objectives for a food product are shown as they emerged from a study of its strengths. The objectives were to produce a premium product for an unscored segment and to develop a new channel outlet. In other words, at the product level, the opportunity analysis seeks to answer such questions as: What opportunity does the company have to capitalize on a competitor ’s weaknesses? Modify or improve the product line or add new products? Serve the needs of more customers in existing markets or develop new markets? Improve the efficiency of current marketing operations?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Consumers and insurers are becoming more interested in OTC medications, partly because of the steep cost of prescrip- tion drugs. Further, with the patents of many major medicines expiring, generic drugs will pose an even greater threat to prescription products. Consequently, drugmakers are taking another look at the OTC business, where a well-marketed brand can keep a franchise alive long after exclusive rights have expired. A case in point is the success of Advil, an ibuprofen-based painkiller. To participate in the growing OTC market, Procter & Gamble has been making inroads into the industry. As a matter of fact, Procter & Gamble is already one of the largest marketers of OTC drugs. But to expand its position in the field, Procter & Gamble decided to speed things up by entering into partnerships with drugmakers and technology companies. By linking its formidable marketing strength with emerging technological advances in medicine, Procter & Gamble hopes to propel itself to the forefront of the health market.