This process is aimed at analyzing the state of those elements of the external environment with which the company is in direct contact. It is important that the organization can have a significant impact on the nature and content of this interaction and, therefore, take an active part in the formation of additional opportunities and in preventing threats to its further existence.
By analyzing the microenvironment, it will be possible to identify the pros and cons of the company's organization. One of the tools, the "Value Chain", will help in analyzing marketing activities. It will indicate all current primary and additional business processes. The first are marketing, sales organization. The second are employee management methods that allow you to be confident in the qualifications of the staff. Evaluation of all processes using this technique allows you to identify key values and product features.
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Market Marketing Analysis
There are many different ways to 99 acres database study the market. Each of them is appropriate in a particular case, given a combination of certain favorable factors.
The collection and analysis of marketing information can be qualitative or quantitative. The first type of market analysis includes the accumulation, study and reproduction of the data obtained by observing consumer behavior, as well as heard from them. Monitoring and its results are of a qualitative nature and are carried out outside the standards. Quantitative analysis is more related to customer surveys. To conduct it competently, a structured list of thoughtful closed-ended questions is needed. There must be a large sample of respondents. The features of this marketing approach consist of a detailed analysis of the answers, the method and format of the information received.
Market Marketing Analysis
To choose the first or second method, you need to determine what monetary and time resources the company currently has. The main methods that can be used during market research:
Focus group. Respondents gather at one table and hold a discussion on a given topic. Among the people is the target group of consumers. The entire process should be generated by a responsible person who could control communication strictly on the designated issues. Such a high-quality method of marketing analysis will allow you to understand the reasons for this or that consumer behavior. Focus groups help formulate hypotheses, study the hidden motives of customers.
Survey. This is a questionnaire based on a developed scenario. Surveys can be long or short, the main thing is to have a good sample of respondents. This will help to obtain more accurate data. This method is used when you want to obtain specific indicators on certain issues.
Observation. As an illustrative example, video recording in a sales area. This is a qualitative method of study.
Experiment: This quantitative marketing research allows you to test a hypothesis or alternative in reality.
Interview. Communication with a person who is a representative of the target audience. All questions are asked according to the agreed list. There is an opportunity to carefully consider the topic of communication and formulate some hypothesis. This is a typical qualitative marketing research.