Lecture

Market Opportunity Navigator: Identifying Valuable Market Opportunities

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In course

MGT-555: Innovation & entrepreneurship in engineering

This course is a joint initiative between the School of Engineering and the College of Management to encourage and promote entrepreneurship and management skills, engineering design, hands-on experience, teamwork, and awareness of social and ethical implic ...

Description

This lecture, presented by the instructor Marc Gruber, focuses on the Market Opportunity Navigator, a tool designed to help entrepreneurs identify and capture valuable market opportunities. Through examples ranging from traditional watches to the automotive industry, the lecture explores the rapid evolution of key technologies and the importance of recognizing market potential. The presentation delves into case studies such as Nokia's decline and Uber's market expansion, emphasizing the need for cognitive flexibility in assessing market opportunities. The lecture also covers the application of the Market Opportunity Navigator in various industries, including biotech and high-tech ventures. By the end, students will have a clear understanding of how to evaluate market attractiveness and strategically position their ventures for success.

Instructors (2)

Véronique Michaud

Background: 1994 Habilitation à diriger des recherches ( INPG, France) 1991 PhD in Materials Engineering ( MIT, USA) 1987 Ingénieur Civil des Mines ( Ecole des Mines de Paris, France) Activities: Since January 2018: Associate Dean of Engineering, in charge of Education June 2012-Dec.2017: Head of the Materials Science and Engineering Section Since April 2017: Associate Professor at EPFL 2009-2017 : Professeur Titulaire at EPFL 1997-2009: Researcher at EPFL 1994-1997 : Chef de Travaux au laboratoire MSS-MAT, Ecole Centrale Paris (France) 1991-1994 : Post-doctoral research associate, MIT (USA) Author of about 300 publications of which 140 in peer-reviewed journals

Thomas Alois Weber

Expertise

Credit collections - Decision making under risk - Economics (behavioral, environmental, theory) - Engineering economy - Investment criteria - Nonlinear systems - Optimal control - Risk - Sharing economy Expertise
Credit collections - Decision making under risk - Economics (behavioral, environmental, theory) - Engineering economy - Investment criteria - Nonlinear systems - Optimal control - Risk - Sharing economy Teaching & PhD PhD Students Ru Zhang Past EPFL PhD Students Maryam Razeghian Jah

Official source

Related concepts (32)

Market analysis

A market analysis studies the attractiveness and the dynamics of a special market within a special industry. It is part of the industry analysis and thus in turn of the global environmental analysis. Through all of these analyses the strengths, weaknesses, opportunities and threats (SWOT) of a company can be identified. Finally, with the help of a SWOT analysis, adequate business strategies of a company will be defined.

Market segmentation

In marketing, market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on shared characteristics. In dividing or segmenting markets, researchers typically look for common characteristics such as shared needs, common interests, similar lifestyles, or even similar s.

Target market

A target market, also known as serviceable obtainable market (SOM), is a group of customers within a business's serviceable available market at which a business aims its marketing efforts and resources. A target market is a subset of the total market for a product or service. The target market typically consists of consumers who exhibit similar characteristics (such as age, location, income or lifestyle) and are considered most likely to buy a business's market offerings or are likely to be the most profitable segments for the business to service by OCHOM Once the target market(s) have been identified, the business will normally tailor the marketing mix (4 Ps) with the needs and expectations of the target in mind.

Taskbar

The Taskbar is a graphical user interface element that has been part of Microsoft Windows since Windows 95, displaying and facilitating switching between running programs. The Taskbar and the associated Start Menu were created and named in 1993 by Daniel Oran, a program manager at Microsoft who had previously collaborated on Great ape language research with the behavioral psychologist B.F. Skinner at Harvard. The Taskbar is an exemplar of a category of always-visible graphical user interface elements that provide access to fundamental operating system functions and information.

Windows shell

The Windows shell is the graphical user interface for the Microsoft Windows operating system. Its readily identifiable elements consist of the desktop, the taskbar, the Start menu, the task switcher and the AutoPlay feature. On some versions of Windows, it also includes Flip 3D and the charms. In Windows 10, the Windows Shell Experience Host interface drives visuals like the Start Menu, Action Center, Taskbar, and Task View/Timeline.

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