Your-Marketing-ToolkitSM
Business Assessment
The profitability and success of all businesses rests in the marketplace. Business assessment for acquisitions, divestitures, or strategic portfolio positioning must, therefore also rest on a Pervasive Marketplace Awareness based on reliable data. Traditional portfolio analysis rests on understanding the market strength and the business attractiveness of each venture. This goes beyond merely understanding the marketplace, but to be compelling, it needs to answer provocative what-if questions. Your-Marketing-Toolkits is designed to provide this “Pervasive Marketplace Awareness” and facilitates customer information driven business evaluation based on affordable quantitative marketing research. The toolkits are design to provide the “hands-on” testing of ideas. They are intended to help senior and operational business management-teams to fully utilize market information. This is essential to provide the external due diligence necessary to assure quality business governess.
The tools in Your-Marketing-Toolkits are not all new concepts, but enhanced methods that have been used effectively for evaluation of a broad range of businesses and financial situations. What the toolkit does is provide a broad ensemble of evaluation tools in a useful effective way driven from a common knowledge-base and in a standardized format. The “look and feel” of the toolkits is intended to remain consistent to simplify the process of comparing the situations across businesses. Applications of the toolkits go beyond overall strategic evaluation to include planning of new products, planning product launches and the repositioning of existing products and businesses. Some of the tools and the information sources, therefore, may have to vary across Toolkits to reflect the specific needs and situations presented by the businesses. The Toolkits are designed to provide both a strategic view and to be able to drill down into the specific issues and programs.
Your-Marketing-Toolkits are built in Microsoft Excel.. They are organized as a series of charts and table placed into interlinked spreadsheets. This is intended to allow firms to provide there own modifications of the toolkits. Also included in the workbooks are the supporting marketing research data this is intended to assure transparency in the analysis.
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What is the
profit potential of this business? The price that maximizes the earnings is referred to as the optimum price. Your-Market-toolkit provides various estimates of optimum price. When only a single product is offered in a market a dynamic profile of earnings and demand provides pricing guidance. However, when a firm offers a number of products into a single market, the pricing situation is more complex. The demand for the products may interact. Rather than just looking at the product earnings in this case we need to examine the total firm’s earnings from all of the products. In the case of two products this can be analyzed as a map. |
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How
are the products competitively positioned? Products are
differentiated based on their perceived values and performance in the
marketplace. Perceptual Maps are used
to provide the overview of these differences based on specific
characteristics. However, Value Maps
are used to identify the price/value relationships and strategic
positions. Your-Marketing-Toolkit facilitates these explorations through a
broad range of positioning maps. |
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How
loyal are its existing customers and what is the value of “Goodwill”? Your-Marketing-Toolkit approach to
measuring loyalty is based on willingness of existing customers to repurchase
the brand. It is a very different
concept from product satisfaction and focuses on potential actions. We measure loyalty as the percentage of
existing customers willing to repurchase the brand at an equal price to the
competition. |
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How
can the business be improved? Products compete
in an active marketplace across the whole range of product and service
characteristics. It is therefore
critical to evaluate areas that the product and the firm, as the supplier,
are perceived in terms of performance, importance and competitive advantage. This is done using dynamic Quadrant
Maps. Here we examine not only the
specific competitive situation but what characteristics need to be improved
for the health of the business. |
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Applications of Your-Marketing-Toolkit · Overall · Branding |
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CDS |
For more information on developing Your-Marketing -Toolkits: Eugene B. Lieb Custom Decision Support, LLC (831)
854-2256 |
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