Our Marketing Methodology

The methodology for our projects is outlined below, we will begin with an initial overview of the company:

  • Company Overview – is a situational analysis of how the company currently operates and where in the market it currently focuses its efforts
  • Market Analysis – is a detailed process of data gathering and analysis, in order to define the company's market, assess the level of market potential and what forces of influence are at work
  • Economic Analysis – assesses how the current and predicted state of the economy will influence the company's growth or direction
  • Industry Analysis – identifies those industry verticals which are performing higher than others and would hold highest potential
  • Consumer Behaviour – this section delves into the minds of the customer and highlights how and why they behave the way they do and what choice criteria they have in regards to the company's offering
  • Competitive Analysis – this is a look at the strengths and weaknesses of the competing companies. It highlights if they have a concise position in the market and how they define their go-to-market structure
  • Market Segmentation – this is a crucial step in utilising the above data gathering and analysis and actually relating it to the company to identify where the highest potential exists for the company's growth
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  • Target Market Analysis – once the specific segments have been identified they then must be broken down further to enable certain target markets to be chosen. These markets are then further defined by drawing a profile of the ideal customer within each market
  • Business Objectives – After the target market(s) has been chosen, the marketing objectives must be set. These include revenue, profit, growth and market share.
  • Market Opportunity – this step is the defining point in terms of the viability of the business. At this point it can be identified whether or not there is appropriate potential in the chosen target market(s) for the company to achieve its objectives.
  • Company Positioning – after an accurate target market has been identified, the next step is to determine what position in the market the company should occupy in order to secure the potential.
  • Product – next it is crucial to effectively design the product offering around the needs of the target market and in line with the above positioning.
  • Pricing – the pricing structure then needs to be identified, again in a consistent manner to the adopted company positioning
  • Distribution Model – the final step is to then create a structured model for the distribution of the product/service offering. This takes into account different products for different markets.