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Center for Curriculum and Transfer Articulation
New Venture Feasibility Analysis
Course: EPS165

First Term: 2013 Spring
 Lecture   2.0 Credit(s)   2.0 Period(s)   2.0 Load  
Subject Type: Occupational
Load Formula: S- Standard


Description: Introduction to the industry`s market and competitive structure. Includes the technical skills to develop a competitive strategy for entry into the business segment. Covers the market potential evaluation, niche identification, analysis of competition, and development of customer profiles. Also involves development of a marketing strategy and sales projections for new business ventures.



MCCCD Official Course Competencies
1. Utilize the business feasibility approach to examine the market potential for a specific business endeavor. (I)
2. Develop a customer profile, market constraint, and competitive environment assumptions. (I)
3. Write an industry summary for a business endeavor. (I)
4. Describe the industry structure as it relates to the product or service that will satisfy the customer and market assumptions. (II)
5. Differentiate between the types of barriers of entry for a business segment. (II)
6. Report on primary and secondary research to verify the customer, market, and competitive assumptions. (III, IV)
7. Plan an interview with a successful entrepreneur, and summarize the results through a written report. (III, IV)
8. Distinguish the major obstacles to a firm`s marketing success. (V)
9. Recommend tactical plans to address the marketing obstacles facing a business endeavor. (V)
10. Estimate sales for the first year of a business endeavor by product and by customer segment. (V)
MCCCD Official Course Competencies must be coordinated with the content outline so that each major point in the outline serves one or more competencies. MCCCD faculty retains authority in determining the pedagogical approach, methodology, content sequencing, and assessment metrics for student work. Please see individual course syllabi for additional information, including specific course requirements.
 
MCCCD Official Course Outline
I. Market Potential
   A. Identify
   B. Development
      1. Customer Profile
      2. Market Constraint
      3. Competitive Environment Assumptions
II. Analysis of Industry Structure
   A. Industry Size
   B. Entry Requirements
   C. Market Segmentation
   D. Barriers to Entry Analysis
III. Competitive Environment
   A. Evaluate
   B. Types
   C. Intensity
   D. Research Methods
      1. Primary
      2. Secondary
   E. Market Plan Research
IV. Customer Profiles
   A. Development
   B. Customers
      1. Types
      2. Buyer Behavior
   C. Research Methods
      1. Primary vs. Secondary
   D. Market Plan Research
V. Marketing
   A. Tactical Plans
   B. Challenges
   C. Sales Projections
 
MCCCD Governing Board Approval Date: May 21, 2013

All information published is subject to change without notice. Every effort has been made to ensure the accuracy of information presented, but based on the dynamic nature of the curricular process, course and program information is subject to change in order to reflect the most current information available.