Market Analysis
Identifying and understanding your market is a vital requirement for market growth. It is also needed to explain your company's position to investors, partners and employees. Our main market analysis areas of focus include:
- Identifying target customers and understanding their needs — customer segmentation creation, on-line customer surveys, CONJOINT analysis
- Analysing market structures and value chains — adjacent market identification, value chain analysis and creation, information and revenue flow analysis
- Building bespoke market size, growth, price and value models — detailed market modelling for situation analysis, market attractiveness evaluation or forecasting, multi-year forecast by segment, by product, by geography
- Competitor analysis and tracking — individual competitor analysis, inter-competitor SWOT analysis, on-line competitor tracking
- Market share calculation and tracking — combining financial and other competitor analysis with market modelling to create volumetric and/or financial market share data and tracking
Strategy Formulation
We have a number of tried and tested techniques to help you build a successful market strategy based on the market opportunity and your strengths.
- Define market position — combining market analysis with situational analysis using one or more appropriate techniques (e.g. benchmarking, BCG Matrix, GE McKinsey Product Matrix, PESTER, product life cycle analysis, Porter's 5-forces)
- Option development — formal creation of strategic options, scenario planning, quantification of benefits and risks
- Evaluate and agree strategy — formal evaluation of options using financial and market data, formal agreement and documentation
- Set business and market objectives — create business and market objectives, agree Key Performance Indicators (KPIs), set up performance measurement, agree budget and sign off, implementing governance and accountability process
One of the most effective ways of formulating strategy is to set time aside for a Company Strategy Workshop. We have run a number of Board and Leadership team strategy projects that culminate in a one or two-day strategy workshop. The projects usually include pre-workshop analysis, design and running the workshop, and production of the final strategy document.
Marketing Programmes
Many people think of marketing as being the specific "go to market" activities. We have extensive experience of all the main disciplines and — importantly — how to make them all work together to maximum effect.
- Public Relations — writing PR plans, identifying target media, writing press releases, by-lining articles, creating winning award submissions
- Analyst Relations — identifying key analysts, developing engagement and contact strategies, maintaining relationships, completing analyst surveys
- Thought Leadership Programmes — developing thought leadership topics, generating content (surveys, benchmarking, market forecasts), communicating the leading thoughts in an interesting, engaging and impactful way
- Web — content creation, web authoring, organising the translation of multi-language web content, setting and measuring web KPIs, search engine optimisation (SEO)
- CXO Profile Builder — profile raising of the CEO, CTO or other senior member of the team to be the "face" and main spokesperson for the company
- Advertising — audience definition, creative input, copywriting, overseeing design, media selection, on-line and print, measurement and tracking
- Collateral — evaluation of existing collateral and benchmarking (using our proprietary methodology, CAMFACE), collateral improvement projects, authoring, brochures and other print media, exhibition stand creation
- Events — identifying target events, event strategy, stand design, organising speakers, dealing with conference/exhibition organisers
- Customer Relationship Building — Customer Satisfaction, Customer Satisfaction Improvement Programmes, Customer or User Group Meetings and Conferences
- Trade Associations Programmes — building marketing relationships with trade associations, special interest groups or other learned or governing bodies
- Partner Marketing — identifying marketing partners, joint marketing planning, management and execution of joint marketing plans at events and on-line, webinar development, co-branding
- Product Marketing — product audits, user requirements' capture, product planning, product management reporting, product launches
- Brand, Logo and Style Guide — financial brand valuations, company brand workshops, style guide evaluation and development
Analysis, Strategy, Marketing Programmes
Your immediate strategy or marketing requirements depend on your circumstances and objectives. We have a breadth of experience in the company and with our associates to ensure that we can support your needs.
Everyone in Milner LLP team has been a marketer or PR specialist in a company. We didn't start out in consultancies; we started in companies like yours. That means we know what it is like to do the job everyday.
We are happy carry out single projects or take on a longer programme of work. We are equally comfortable working in isolation or along side your own people/external advisors. Whatever you decide, you can retain complete visibility and control through our wiki marketing plan.