| What
We Do... |
| Marketplan
assignments are driven by business unit leaders seeking answers and
recommendations to more effectively meet their revenue objectives as well as
addressing problems that have stalled growth. |
| “We
are externalists” is Marketplan’s philosophy; success is measured externally,
whether it is expressed in terms of revenues and profits, growth, or market
share, image, or brand power. Segmentation is the key to marketing success. As
a result, our programs are field-interview driven among customers, channels,
competitors, and others. The information is analyzed in a framework of market
segmentation. |
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Marketplan addresses client needs such as: |
Product
Development
Connecting technology, opportunity,
execution
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Product marketing and management is a challenge in even the best-run companies.
The need to assess new and emerging technologies, life-cycle implications,
channel factors, and overall risk is a continuing effort.
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Channel
Selection
Matching buying behavior to the right
sales channel
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Understanding customer buying behavior and channel preferences along a
product’s life cycle is critical to successful business development and
achieving continuing revenue growth. Defining the roles of channels, pricing,
compensation, and managing conflict is an ongoing process that requires
continuing analysis and intervention.
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Market-Based
Acquisition Screening
Beyond the numbers
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In many cases financial hurdles tend to overpower acquisition decisions; while
“deal” numbers are always important, the questions of strategic fit, market
advantages, and future partner actions need careful evaluation. Marketplan has
assisted clients in candidate selection and candidate validation efforts, with
emphasis on market-driven confirmation of future value.
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Technology
Assessment
Judging the impact
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The introduction of new and revolutionary technology can dramatically change a
marketplace and the dynamics of buyers, suppliers, service providers, and
others. A clear perspective must be developed from industry “thought leaders”
to form conclusions regarding adoption curves and how a new technology will
mean an opportunity for some and a threat for others.
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Targeted
Sales Growth
Who, where, and how
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In some market situations, the demand side of the market is highly concentrated
among limited key customers. Success is the ability to understand these targets
and develop appropriate tactics to penetrate and maintain position in these
customers. Our key account development programs can assist sales leaders and
provide a competitive advantage.
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Customer
Feedback and Analysis
Defining, managing customer
satisfaction
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Close to the customer, loyalty, brand management have become recent management
watchwords. Continuing and consistent customer research is a valuable planning
tool. Quantitative surveys and focus groups are effective methods in this case.
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