Given the ever-changing business environment, long-term organizational viability is tied to the successful pursuit of new market opportunities. Market opportunity analysis is “a search for product / markets in which the firm can profitably compete, that are consistent with its distinctive competencies and organizational objectives, and for which it possesses sufficient resources”. This course therefore focuses on equipping participants with the techniques and steps required for identifying future market opportunities and assessing the organization\'s financial, technological and competitive readiness to exploit them. The process includes identifying unmet or underserved customer needs, identifying target markets, assessing competitive advantages, and assessing the company\'s resource capacity in meeting the market\'s needs. An application of forecasting techniques to the market factors that may influence the demand for a product identified as a market opportunity is also covered.