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Chapter 4 Understanding Market Opportunities
Case: Tripadvisor
Author(s): Gupta, S; Herman, K
Publisher: Harvard Business Publishing
Publication Date: 2011
Reference: 9-511-004
Abstract: By 2010, TripAdvisor was the largest travel site in the world operating in 24 countries
and 16 languages, with listings for 455,000 hotels, 92,000 attractions and 564,000 restaurants in
over 71,000 destinations worldwide. It had over 40 million reviews from 35 million unique
monthly visitors who were contributing 21 new reviews every minute. Known for its hotel
reviews, TA expanded into flights, vacation rentals and international markets like China. Each of
these expansion paths provided unique opportunities as well as new challenges. In August 2010,
Stephen Kaufer, CEO, was debating how to prioritize his growth plans for the company.
Case: Marketing Analysis Toolkit: Market Size and Market Share Analysis
Author(s): Steenburgh, Thomas ; Avery, Jill.
Publisher: Harvard Business School
Publication Date: 2010
Reference: : 9-510-081
Abstract: Marketers frequently need to estimate the size of their markets -- both for existing
products so that sales forecasts can be developed, and for new products so that market
opportunities can be assessed. This toolkit enables students to size a market and generate a sales
forecast using a market build-up methodology. Students learn to measure market demand and
company demand and calculate market and product penetration rates and market share. The note
gives students a foundation for analyzing marketing cases, as well as providing an analytical
structure and process for completing a marketing plan. The note is accompanied by a free Excel
worksheet which contains sample problems, pre-built Excel models to calculate market size,
market penetration, and market share, and charts and graphs which help visualize the results.
Case: Andres Galindo
Author(s): Bygrave, W; Hedberg, C;
Publisher: Arthur M Blank Center for Entrepreneurship
Publication Date: 2006
Reference: BAB124
Abstract: Andres Galindo is a young Colombian from an upper-middle class family in Bogota.
With his brother Carlos serving as the sole importer in the country for the top American brand
Electra Sportswear, Andres sets out to create a chain of retail stores located in high end shopping
districts. Understanding that his legally imported goods were at a dramatic cost disadvantage to
openly marketed illegally imported brands and counterfeit labels (due to 40-120% import tariffs),
Andres decides to approach the problem as a retailing and marketing challenge by adding value
through the retail sales process. By 2005 Andres has fourteen stores, and a new challenge.
Electra has decided to cut out the middle man - Carlos - and have Andres import the product
directly. This ought to lower margins, but it's a big step. Most important though, is crafting a
growth strategy for his company in the face of unfair competition and a relatively small target
population.
Case: TelePizza
Author(s): Kuemmerle, Walter; Ellis, Chad; Roure, Juan
Publisher: Harvard Business School
Publication Date: 1999; Revised 2004
Reference: HBS 9-899-080
Abstract: Describes TelePizza, Spain's leading chain of pizza restaurants and delivery services.
TelePizza has experienced rapid growth to 500 stores since its creation in 1987. The company
went public on the Spanish stock market in late 1996. Franchising played an important role in the
firm's expansion to date. For further growth, the founder and CEO is contemplating three
strategies: further expansion in Spain, international expansion, or the creation of new restaurant
concepts.
