ABSTRACT
The application of market opportunity analysis offers an extensive information base as well as important implications for market need assessment and cost containment for nursing homes and other organizations. The adaptation of MOA is concerned with alerting the institution to the size and potential of the market, better understanding of the market characteristics, and means for more efficient provision of nursing care and other services. Organized, ongoing information acquisition should enable nursing home administrators to plan and act with foresight rather than react retrospectively (or not at all) to market demands. With systematic planning and adoption of a service user orientation, nursing homes need not be overburdened or ill prepared to meet the diverse and changing needs of the growing segment of the aging.
