Market Attractiveness

As a strategist, you must understand and calibrate the environment in which your organization operates. How generous or challenging is the environment? What forces drive the munificence or sparseness of your environment? How are those forces changing, and what is their likely impact on your organization? Is this change slow or fast? Can you influence or mold those forces in ways that benefit your organization?
This note on Market Attractiveness introduces students to the second module of the RC Strategy course. It offers a framework to understand the forces that influence the environment in which an enterprise operates, evaluate the attractiveness of the environment, plan how best to respond to these forces, and contemplate how the enterprise can shape the environment favorably.