How to Understand the “Market” in Marketing & How It Is Critical to Your Company’s Long-Term Success
January 8, 2016 Leave a comment
Market Analysis Best Practice
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Effective marketing must include leveraging an array of holistic market insights
Market Assessment Components
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Effective marketing leverages multi-dimensional market insights: Challenges, competition, customers, growth & trends, size/capacity, etc.
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The following is an array of insights that I created for a client who represents one of the top luxury resort companies in the world. These insights were designed to accomplish the following:
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Develop Financial and market Insights to Increase revenue while decreasing costs
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Increase standing in the marketplace relative to the competition
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Help understand the market dynamics of the target market
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Assist in identifying root causes for customer purchases, repeat purchases and the opportunity they have to boost customer loyalty
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Improve the effectiveness of current marketing efforts by more effectively leveraging market insights
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Develop a 5-year transformation plan to enable new capabilities that allow them to fulfill their future vision state
Best Practice Market Trend Analysis
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Effective market analysis must include insights into market trends: Growth, Capacity and Expansion
Market Capacity Analysis
Best Practice Market Capacity/Growth Analysis & Insights
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Best Practice Market Supply & Demand Analysis
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World-Class Market Supply & Demand Analysis including Market Trend Analysis
Market & Competitor Price Analysis – Comparison
Market Competitive Pricing Analysis
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Competitive Pricing Analysis
Market & Brand Competitive Pricing Analysis
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Brand Pricing Consistency Analysis
Company Net Daily Revenue Analysis
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Target Market Sizing Analysis
Market Profiling, Sizing & Penetration Analysis Example
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Market & Marketing Loyalty Analysis
Market & Brand Loyalty Analysis: Likelihood to Purchase Again, Loyalty Opportunity
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Best Practice Marketing Effectiveness Analysis
Marketing Mix Analysis & Marketing Campaign Effectiveness Analysis
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Return On Invested Capital (ROIC) Analysis
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Return on Invested Capital Analysis (ROIC): Spread Growth, Competition’s Return on Invested Capital, etc.
Cost of Goods Sold (COGS) Competitive Analysis
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Company & Competitive Margin, Cost of Goods Sold and Selling General & Administrative (SG&A) Analysis
Cost of Goods Sold (COGS) Trend Analysis
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Selling General & Administrative (SG&A) Projection & Trend Analysis
Revenue Target Analysis
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Historical Revenue Analysis: Budget vs. Actual
Earnings Before Interest & Taxes (EBIT) Analysis
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Earnings Before Interest & Taxes (EBIT) Target & Margin Analysis
EBIT Scenario Projection Analysis
Market Strategy & EBIT Analysis
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Best Practice Transformation Plans
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Best Practice Transformation Plans: Balances Capability Development with Corporate Vision & Reality
World-Class Transformation Plan Inputs
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A Best Practice Transformation Plan Includes a Multitude of Holistic Inputs
Stevenjeffes: Customer Experience, Marketing, CRM, Corporate Innovation Blog 