Assessing Growth Opportunities through Market Potential Analysis PPT

This PPT slide, part of the 76-slide Growth Opportunity Assessment PowerPoint presentation, presents the Industry Market Potential Model, a framework designed to assess growth opportunities within a specific market. It emphasizes the importance of quantifying potential sales and identifying gaps that can be exploited for growth. The model defines the Industry Market Potential (BMP) as the maximum possible sales for a product or service, represented as 100% of potential users utilizing the product to its fullest extent.

Central to the model is the concept of growth opportunity, which is calculated by comparing the BMP to current sales figures. This comparison highlights the Competitive Gap (CG), which reflects the difference between current sales and relevant industry sales. The model categorizes market gaps into 3 distinct areas: Product Line Gap (PLG), Distribution Gap (DG), and Usage Gap (UG). Each of these gaps represents a specific area where the company can focus its efforts to enhance market performance.

The slide also outlines strategic options for addressing these gaps. For instance, in the product line area, strategies could include expanding the product line or introducing new or improved products. In distribution, the focus might be on increasing coverage or intensity of exposure. Usage strategies could involve attracting new users or increasing current usage levels.

This structured approach allows executives to systematically evaluate their market position and identify actionable strategies to capitalize on identified opportunities. By leveraging this model, organizations can make informed decisions that align with their growth objectives.

This slide is part of the Growth Opportunity Assessment PowerPoint presentation.

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