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Objectives
 Know the methods and tools: Specification of your different markets and offers.
Quantification of important indicators, to take decisions.
Including a market surveys specific section for small businesses.
Targeted people
 Business founding director
Person in charge of Business Unit
Business manager and marketing manager
More generally every player who has to organize a new business.
Duration
2 to 5 days. Possible to be individually coached
Pedagogy
Lectures – Experience sharing between participants.
Pratice :
Study of your real situations.
Use of practical tools
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Know-how acquired - Programme
Home > Training catalogue> Marketing catalogue > Market survey
Market survey in marketing approach:
« Customers factory » - Strategic marketing, mix marketing and operational marketing – The market survey: Its interest – Main steps.
Supply chain
Describe supply chain and its environment: Customers, suppliers, distribution, influencers, competition: trends, constraints.
Description of the macro economical environment (PESTEL model)
Pratice : Describe your supply chain and its environment
Supply and price validation
What do we have to know to validate the supply:
Purchasing behavior, usage behavior, etc.
Products specific elements
Services specific elements
Determine pricing policies and validate them: Information sources: documentary studies - Meetings – Non directive interviews, etc. Studies categories.
Pratice : Building up questionnaires and carrying out documentary researches
Prospective customers
Qualitative segmentation:
Definition, interests. Modes of operation. Choose the territories.
Determine the potential, quantitative studies :
Definition, interests. Modes of operation.
Pratice: Apply the segmentation to a project: your project, or a business case – Find key figures.
Competition study
Porter’s 5 forces analysis – Different competition kinds – Factors that can influence the market. Competition analysis tools: Qualitative and quantitative.
Pratice: Analyze your direct and substitute competition, other possible factors influencing your market.
Operational and strategic orientations
Positioning: Definitions. Positioning strategies: undistinct, distinct, niche positioning. BCG and McKinsey matrixes
Pratice : Define your positioning
Specific to a start-up positioning:
Market survey adaptations to the small business. SWOT – Positioning policies. Supply / market matrix. |
