There is another method in market marketing analysis – analytical and forecasting . To conduct such research, they turn to:
to probability theory;
to linear planning;
to the methodology of business games;
to network planning;
to economic and mathematical modeling;
to various methods of expert assessment;
to all kinds of economic and statistical methods.
Many companies do not have enough 99 acres database funds for full-fledged work, which would include developing a hypothesis, testing it in a focus group, conducting a large survey, and similar stages. In these cases, managers assign especially important work to marketing managers. It consists of collecting not complete information about the market, but information that is especially useful for developing the organization's marketing strategy.
Case: VT-metall
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Experts know several unique ways to search for valuable information. These include:
View social networks and forums on the topic. The Internet always helps out, because you can see real customer reviews there. You can also use the capabilities of Skype and Mail. This method will help save money when conducting a marketing analysis of the company.
Individual communication. Experts advise interviewing distributors, sellers, consumers and even non-target clients. This will help to form the most complete picture of the brand. It is enough to conduct 10-15 dialogues.
Communication with company employees. It is necessary to interview the staff, find out their opinions. The greatest attention should be paid to the sales department. In the event that you participate in the study as an independent party, you should also talk to the head of the company.
Search for information on Internet resources. It is necessary to view all information on an important topic on the Internet. When analyzing, it is necessary to pay attention to data from related markets.
Rely on personal experience. Conduct an experiment in which you purchase a product of your own making and record your impressions of the process.
Use independent observation. Pay attention to how people behave in the places of implementation.
All this work requires a lot of knowledge and actions from the specialist. The main thing is to remain a realist in any situation. It is necessary to include in the marketing analysis of the market only data suitable for collection and further processing. Research that will not lead to any result is not worth conducting. Only the information that will be useful in developing the marketing strategy of the organization is important.
The nuances of marketing analysis