Access the organization's resources to actually deliver what it offers -- does the organization really have the resources, human or otherwise, to achieve this new idea? 5. Access technology -- is there market readiness of technology sufficient -- are technologies adaptive, or in place, that will allow this idea to flourish -- is it the right time?

6. Specify Opportunities in pragmatic and concrete terms- if launched, what are the actual benefits the organization would bring to the offering to achieve a win-win situation in the market?

7. Access opportunity attractiveness using as many resources available as possible -- in order to move forward, the company must assess the market's financial, technological, and competitive situations in a way that is realistic to the event (Stevens, 2006).

By doing this type of robust analysis, the organization...

In addition, by its very nature this exercise will help a company focus on its major competitors; how it stacks up against them, whether the market will hold another event, and what needs to be done internally and externally in order to go from planning to implementation,. Knowing one's competition helps one know the market in a better way, and to understand what customer choices are when faced with a buying decision.
REFERENCES

Cadotte and Bruce. (2003). The Management of Strategy in the Marketplace. Dallas, TX: Thomson/SouthWestern.

Stevens, R. (2006). Market Opportunity Analysis. Binghampton, NY: Best Business Books.