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Market
Research and Value Measurement Designed To Improve
Business Strategies
As market professionals and
strategist, we help business leaders design their
organizations to:
- Increase business value
(improve growth prospects and profitability)
- Enhance customer/market
satisfaction (gain/retain valuable customers)
- Improve value chain
(improve any/all aspects of the firm's business
including: production, quality control, market
channel, field sellers, service offering.)
We believe research should be
linked directly to business strategies. Aegis Marketing
professionals have supplied vital information and
consultation to clients in the following areas:
- Define organizational
architecture and vision
- Improve strategic
evaluation and planning
Understand market
trends and dynamics
- Conduct market audits and
value measurement
Organizational Architecture and
Vision – This
activity is designed to clarify the company’s
future goals and environment including its
organizational structure, markets served,
product/service offering, and working relationships.
This may demand re-structuring the organization into
smaller, strategic units to better exploit more narrowly
defined markets, or it may necessitate consolidation to
eliminate functional redundancies.
Strategic Evaluation &
Planning – The strategic plan defines the
long-term framework necessary to move the organization
closer to its goals. It should delineate the
company’s mission, purpose, values, goals, and
finally, generic strategies. These strategies must be
evaluated every year to insure strategic congruency and
goal compliance. And it’s best to make small
(incremental) changes each year. Failure to adapt
quickly and appropriately increases the possibility of
having to make a bigger and riskier change in the
future.
Market Trends and Dynamics – It’s
imperative to understand all external factors impinging on the
organization (STEEPLE analysis). The critical knowledge areas are:
understanding the buying process, identifying key influences, and
determining how suppliers are selected and retained. Clarification
of the company’s competitive strengths and weaknesses, and all
relevant market opportunities and threats (SWOT analysis), enables
the company to improve its product positioning.
Market Audits and Value
Measurements – Companies should establish
methods to monitor its performance overtime. Strategic
leadership demands consistent, reliable, and timely
measurement (feedback). Keeping abreast of all relevant
market and competitive changes is necessary for quick
and appropriate adoption of new responses to meet future
challenges, i.e., gradual incrementalism.
- Customer Satisfaction
Measurement & Improvement
- Market Satisfaction
Measurement & Improvement
- Market Needs/Wants,
Opportunities & Threats
- Value Pricing (Trade Off
Analysis)
- Lost Sales Analysis
- Acquisition (Due Diligence)
Research
Specific performance
measurements to companies who desire to improve their
competitive position include:
- Their image
- Their brand equity
(awareness, associations, preference)
- Their market share or usage
- The quality of their
products and services (whether the company meets or
exceeds market expectation on key attributes or
characteristics)
- The value of the firm to
customers and prospects (loyalty)
Specific approaches
typically employed are shown below:
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