It wouldn’t be a good idea for TerraCycle to open up a polluting, coal-fired power plant, no matter how profitable the market for the service might be. Fertilizer made from worm excrement and sold in discarded plastic beverage bottles is just one of its products. Consider TerraCycle, which has made its mark by selling organic products in recycled packages. It “fits in” with your firm’s mission and objectives.
Does your organization have the resources to do this? Boone Pickens, an oil tycoon who is attempting to develop and profit from the wind-power market. You might also have to compete with the likes of T. What this means is that you will either need a lot of money or must be able to raise it. However, it is a business that is capital intensive. You might have a great idea to compete in the wind-power market. The company has the resources to compete in it.For example, to overcome geographic barriers, the consumer products company Unilever hires women in third-world countries to distribute the company’s products to rural consumers who lack access to stores. Accessibility, or the lack of it, could include geographic accessibility, political and legal barriers, technological barriers, or social barriers. Either it is accessible or you can find a way to reach it.However, after the marketplace became crowded with competitors, IBM sold the product line to a Chinese company called Lenovo. It is not already swamped by competitors, or you have found a way to stand out in a crowd.People under thirty make up the majority of the Indian population, fueling the demand for “Bollywood” (Indian-made) films. The middle class of India is growing rapidly, making it a very attractive market for consumer products companies. But that still leaves three billion who don’t (Corbett, 2008). Three billion people in the world own cell phones. However, because the country’s population is so large (nearly 1.5 billion people), more cars are sold in China than in Europe (and in the United States, depending on the month). Only a tiny fraction of the consumers in China can afford to buy cars. It is sizeable (large) enough to be profitable given your operating cost.The question is, do you want to spend all day hunting squirrels or ten-point bucks? An attractive market has the following characteristics: Now you are hunting with a rifle instead of a shotgun. After you segment buyers and develop a measure of consumer insight about them, you can begin to see those that have more potential.