The M-O-A [marketing opportunity analysis]

Before a company invests big money and big time in a product or production line they can conduct what is called a marketing opportunity analysis (MOA). It is an economic analysis that attempts to forecast the long-term viability and success of a product in order to calculate future profits. The MOA can help to identify new market segments that may offer an opportunity for growth, and it can be done prior to the launching of a new product, or it may be drawn up in order to evaluate an existing product or product line. The MOA is also used to attempt to pinpoint weak areas is the marketplace that can spawn new product ideas.