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     The EICD and their associated research facilities have been collecting information on Companies; their Management and Staff; Products and Markets; Suppliers and Materials Consumed; Bankers and Financiers; Customers and Clients and their Competitors and Industry sectors for almost 30 years. This data is now being used to provide companies and organisations within the European Community and EFTA with competitive information which it is hoped will help in the development of more perfect markets - in the micro-economic sense.

     In 1984 the EICD evolved the first ADVERTISING & MARKETING Performance databases. The depth, scope and detail was immediately recognised as an essential and indispensable asset for all Advertising and Marketing management concerned in reviewing the advertising and marketing performance and efficiency of their own company - or that of a competitor.

     Before 1989 the EICD only provided these databases for official research purposes to other institutes and academic bodies, for use with long-term advertising and marketing appraisal projects; however, in 1989 a policy decision was made by the Institute to make the reports commercially available in response to the need for a more perfect world market where competitive data is freely accessible to all those Community Companies seriously interested in market planning.

     The ADVERTISING & MARKETING Performance Reports are clearly a major breakthrough for all European Community Companies seeking to evaluate their advertising, marketing and sales promotion and enable them to quantify and effectively analyse their own performance with that of their competitors.

ADVERTISING & MARKETING PERFORMANCE

 Contents

Introduction
Report Coverage

VOLUME 1 : CURRENT PERFORMANCE

1.1     Basic Company Data
1.2     Market Definitions
1.3     Market Summary
1.4     Market Data
1.5       ADVERTISING & MARKETING Effect on Market Share
1.6     Customer Bases
1.7A     Current Advertising + Marketing Standing: Products
1.7B     Current Advertising + Marketing Environment: Corporate
1.8A     Company Advertising + Marketing Issues
1.8B     Company Advertising + Marketing Consideration
 

VOLUME 2 : SHORT-TERM PERFORMANCE CRITERIA

2.1     Base Financial Forecast
2.2.1   Marketing Expenditure Scenario +2%
2.2.2   Marketing Expenditure Scenario +4%
2.2.3   Marketing Expenditure Scenario +6%
2.2.4   Marketing Expenditure Scenario +8%
2.2.5   Marketing Expenditure Scenario +10%
2.2.6   Marketing Expenditure Scenario +12%
2.2.7   Marketing Expenditure Scenario -2%
2.2.8   Marketing Expenditure Scenario -4%
2.2.9   Marketing Expenditure Scenario -6%
2.2.10 Marketing Expenditure Scenario -8%
2.2.11 Marketing Expenditure Scenario -10%
2.2.12 Marketing Expenditure Scenario -12%
2.3     Product Profiles
2.4     Product Summary
2.5     Industry Marketing Data
2.6A     Competitor Advertising + Marketing Standing : Products
2.6B     Competitor Advertising + Marketing Environment: Corporate
2.7A     Competitor Advertising + Marketing Issues
2.7B     Competitor Advertising + Marketing Consideration
 

VOLUME 3 : LONG-TERM PERFORMANCE FACTORS

3.1     The Product
               Competition
               The Industry
                Medium + Long Term Strategies
3.2        Industry Financial Data
3.3        Industry Norms
 

VOLUME 4 : COMPANY IMAGE + CUSTOMER SURVEY

4.1       Company Product Surveys
4.2       Company Corporate Surveys
4.3       Competitor Corporate Surveys
4.4       National / Regional Surveys
4.5       National / Regional Buyer Surveys
 

NOTE:

The figures and diagrams shown in the boxes represent example pages (or parts of pages) from an actual report.  the examples shown are from a 1991 report on the German company Continental AG.

 
ADVERTISING & MARKETING PERFORMANCE

     The Advertising & Marketing Performance Report is specifically targeted at the problems and opportunities presented to advertising and marketing executives in their preparation for the next millenium. In order to facilitate decision making and planning the report provides an analysis and evaluation of all possible marketing issues and aspects encountered by the Company.

     The report analyses all the factors and facets of a company, their corporate structures, operating divisions, product ranges and services, competitors, markets and geographic presence. This is done over time and shows past performance, future performance forecasts and the effects of advertising and marketing decisions and expenditure on the company's sales and profitability in light of, and in interaction with, the overall market conditions.

     The essential goal of the report is to give a complete and comprehensive document which supplies all the data necessary to make critical advertising and marketing decisions.

     The Advertising & Marketing Performance Report can probably tell you more about the Company's Advertising and Marketing, its Markets and Customers, its Competitors and Trading Sector, than can any other source.

     Fundamental Advertising + Marketing data on over 1,000,000 companies throughout the World.

The Rationale

     The EICD Advertising & Marketing Performance Reports are designed to provide a complete appraisal of the Target Company's Advertising and Marketing Performance.

     The format and contents of these reports are entirely unique and no similar reports currently exist elsewhere in the world. 

     The Advertising & Marketing Performance reports are supplied in 4 volumes comprising of about 1,000 pages.

     As EICD reports are output by computer the investigation contained in these reports is reliable and incontestable and the impartiality of the conclusions is far superior to that of a manually produced study where one has to rely on individual marketing consultants and their opinions.

     For these reasons readers believe that EICD reports are a more dependable product than that offered by ordinary Management Consultant's or Advertising Agency reports.

 EICD are currently the only Community organisation publishing hard, factual information which will genuinely help companies overcome the problems and embrace the opportunities of the single European Union market, the integration of Eastern Europe into the world economy and the reactions or the U.S.A., Japan and the Far Eastern economies.

IEDC       EICD

EUROPEAN INSTITUTE FOR COMMUNITY  DEVELOPMENT

This report costs 1950 and is available for most medium & large companies worldwide.  Delivery 14 days.

 

 

REPORT COVERAGE

 

ADVERTISING & MARKETING PERFORMANCE

REPORT COVERAGE

Company Coverage:- 
 
 

The Report covers fifteen Subsidiaries, Divisions & Geographic Market areas for the Company.

Example:
Company Coverage

Example:
Product Coverage

Product Coverage:- 
 
 

The Report covers fifteen Product Groups and Product Areas for the Company.

Competitor Coverage:- 
 
 

The Report covers the Company's fifteen most critical competitors in their home market plus fourteen other important national markets within their trading area.

Example:
Competitor Coverage

Example:
Market Coverage

Market Coverage:- 
 
 

The Report covers up to thirty Market Areas, Product and Market Sectors for the Company.

Time Series Coverage:- 
 
 

Historic data covers the years 1997 to the present and the Forecast data is presented in two time series, being: a Medium-Term forecast until 2016 and a Long-Range projection for the period to 2028.

3 Time Series

Historic

Current

Long-Term

1997

2008

2019

1998

2009

2020

1999

2010

2021

2000

2011

2022

2001

2012

2023

2002

2013

2024

2003

2014

2025

2004

2015

2026

2005

2016

2027

2006

2017

2028

2007

2018

2029

 

 

THE MARKET ENVIRONMENT

 

 

THE MARKET ENVIRONMENT

 

THE MARKET ENVIRONMENT
 
 

     There are four basic issues to investigate when considering the marketing environment for a Target Company

Market Growth (both short-term and medium term) by each Product and Market Area is fully evaluated in Volumes 2 and 3. The historic market data is presented in Volume 1.

The Market Structure for the Target Company products is very critical for profitability. The nature of the market, the location of the Market-Place, the customer base and the supplier structure is exhaustively covered in Volumes 1, 2 and 3.

Market/s Serviced is the term used to denote the function between the product/s and services offered by the Target Company and the particular market sector which the marketing effort reaches. The Market Serviced is the true market for the Target Company in terms of product/s and services.
 
 

THE TRADING AREA

      The Market analysis provides data in terms of the Target Company's operational . This being the regions, countries or states which form the effective competitive and market environment for the Target Company. Whether or not the Target Company operates in the various areas covered is immaterial as the effects of the Market-Place exist nonetheless.

Example:
The Market Environment

 

BASIS OF MARKET COVERAGE

     Reports give coverage of all the Major Products and Markets supplied and serviced by the Target Company. The reported Target Company Markets are those which are perceived to be the most important area for the Target Company in the Medium and Long Term.

In that these reports are conceived as Marketing Performance Assessment documents it is felt important to concentrate only on those markets which represent the corner-stones of the Target Company's customer base and not become involved in any peripheral activities of the Target Company.

Market coverage is designed to encompass not only the existing markets for the Target Company products, but also areas of market expansion, product segmentation, parallel markets, et al. By the same token the data excludes those market areas or sectors which are unavailable to the Target Company for whatever technical or commercial reasons.

 

 

Volume 1

 

Volume 1

CURRENT PERFORMANCE

 

CURRENT PERFORMANCE

     The CURRENT PERFORMANCE section of the report represents Volume 1 of four volumes on the Target Company. Volume 1 is designed to investigate the existing situation within the Target Company and its Advertising and Marketing performance in the market-place.

The main relevance of Volume 1 is derived from the data given in respect of the various surveys conducted amongst the Customers, Buyers, Sales & Distribution Network and Materials Suppliers of the Target Company.

This research provides much insight into the Target Company and is invaluable if the reader is seeking to analyse present and past marketing performance.

 

VOLUME 1 : CURRENT PERFORMANCE

215 pages
 
 

1.1   Basic Company Data
1.2   Market Definitions
1.3   Market Summary
1.4   Market Data
1.5   Advertising + Marketing Effect on Market Share
1.6   Customer Bases
1.7A Current Advertising + Marketing Standing : Products
1.7B Current Advertising/Marketing Environment : Corporate
1.8A Company Advertising + Marketing Issues
1.8B Company Advertising + Marketing Consideration

 

Basic Company Data
 
 

Historic Markets
Market Sales & Consumption data (1997 to the present) is given for each year for each country in the Company's trading area AND by each Product in the Company's market-place. 

Market Consumption and Market Trend figures are given:-
   by EACH COUNTRY / STATE / REGION 
   by EACH PRODUCT Group and/or MARKET Sector 
   by YEAR from 1997
 
 
 
 

Historic Effect on Market Share Performance
Market Share Changes and Market Share Trend figures are given by 10 ranges of +1% to +10% increase 
and by 5 ranges of -1% to -5% decrease in Advertising + Marketing Expenditure:-
   by EACH PRODUCT Group and/or MARKET Sector / 
   by YEAR, 1997 to the present. [2]

Example:
Market Data

CUSTOMERS 
Figures for Products are given:- 
by EACH COUNTRY / STATE / REGION & CITY. 
The data is given on a map of each country or state.

THE CUSTOMER BASE: 
    This section provides a guide to the distribution of the End Users in each market. The data given is primarily intended for use when planning sales and distribution coverage and for other promotional activities; to allow the formulation of sales force and distribution tactics whereby salesmen, distributors, service and distribution depots, after-sales services, et cetera can be most effectively sited to ensure optimum coverage of the customer base.

DISTRIBUTION 
Figures for Products are given:- 
   by EACH COUNTRY / STATE / REGION & CITY. 
The data is given on a map of each country or state.

COMPANY PRODUCT DISTRIBUTION:
The Surveys of Suppliers and Distribution Channels reveal the geographic distribution channels for products. In markets where the Distribution Channels are radically at variance with the Distribution of the Customer Base, there are obviously logistic problems in the supply and servicing of the customers; and this may represent an opportunity for companies entering that particular national market to provide a superior service and thereby gain market share. It is thus possible to analyse the distribution of the Customer Base (being the Market) and the distribution of the existing suppliers in order to evaluate whether or not customers are receiving adequate service or product distribution.

KEY SERVICE CITIES: 
Within each of the countries covered there are certain Key Service Cities which are vital to the distribution and servicing of the Product Market or Industry. The maps give these KEY SERVICE CITIES which are ranked according to their relative importance in the country concerned. Any company in the market or wishing to enter the various national markets should consider the establishment of sales and distribution in relation to these KEY SERVICE CITIES as they reflect the potential regional market logistics for Products.

DISTRIBUTION OF  EMPLOYMENT
Figures for Products are given:- 
    by EACH COUNTRY / STATE / REGION & CITY. 
The data is given on a map of each country or state.

 

PRODUCT INDUSTRY & EMPLOYMENT:
The maps in this section give the percentages of total employees involved in the Industry in each of the regions or districts of the countries covered. The data given covers manufacturing, production, marketing & distribution channel employees. 

Example:
Customer Bases

 

Example:

Regional Markets


Sales Promotion

SALES COSTS
Sales Personnel
Sales Personnel Expenses
Sales Materials
Distribution
Warehousing / Handling / Processing
Distribution Fixed Costs & Overheads
Distribution / Variable Costs
Warehouse / Storage Fixed Costs & Overheads
Warehouse / Storage Variable Costs
Physical Handling Fixed Costs & Overheads
Physical Handling Variable Costs
Physical Process Fixed Costs & Overheads
Physical Process Variable Costs. 

ADVERTISING / PROMOTIONAL COSTS:
Direct Mail & Direct Access
Media
Materials
POS & Distribution Channel
Advertising Materials Costs
Exhibition & Demonstration Costs.
 

Marketing Concentrations

Example:
Ratios & Margins

 

Current Advertising & Marketing Appraisal
 

CORPORATE CUSTOMER END USER SURVEYS

CORPORATE BUYERS SURVEYS

CORPORATE CONSUMER OR BUYER PROFILES

CORPORATE CUSTOMER DISTRIBUTION CHANNELS SURVEYS
 

CORPORATE PERFORMANCE: company performance, customer confidence, reputation, staff efficiency, staff performance, staff integrity, truth & honesty, written communications, verbal contact, customer handling, customer complaint handling, customer problem solving, customer comprehension of product, customer awareness of product, customer confidence in product, customer service, initial customer response, information for customers, promotional activity, advertising posture, contract documentation.

 

CURRENT ADVERTISING & MARKETING APPRAISAL

CURRENT STANDING

This section covers each of the Major Products offered by the company as well as Product Groups and Product Areas covered by the company.

SECTOR COVERAGE ~ Overall awareness by customers ~ Overall reputation ~ Reputation of products ~ Reputation of product quality ~ Reputation of service provided ~ Reputation of customer handling ~ Rating of overall sales promotion activity ~ Rating of advertising ~ Rating of sales personnel ~ Rating of sales print ~ Rating of product availability ~ Rating of product specifications ~ Rating of on-time delivery ~ Rating of complete order delivery ~ Rating of order handling ~ Rating of ability to supply ~ Rating of marketing competence ~ Rating of marketing awareness ~ Rating of marketing technology ~ Rating of promotional documentation ~ Rating of promotional + sales decay ~ Rating of advertising competence ~ Perception of product pricing ~ Product superiority ~ Customer service ~ Prompt delivery ~ Service promptness ~ Service levels ~ Service procedures ~ Service convenience ~ Product delivery system ~ Flexibility of customer handling ~ Perceptions of terms of trading ~ Initial contact ~ Order handling staff ~ Sales staff ~ Administration staff ~ Sales management ~ Sales personnel ~ Upstream sales integration ~ Downstream promotional integration ~ Captive sales channels ~ Reliance on selling outlets ~ Utilisation of other promotional effort ~ Benefits of other marketing ~ Captive customer bases ~ Warehousing & handling ~ Packing & packaging ~ Sales activity ~ Product availability ~ Customer satisfaction ~ Location of customers ~ Captiveness of the customer base ~ Customer base loyalty ~ Concentration of purchases ~ Purchase frequency ~ Order size ~ Customer servicing ~ Seasonality ~ Advertising & sales promotion ~ Marketing ~ Sales promotion ~ Sales force ~ Advertising ~ Pricing policy ~ Economic conditions ~ Relative marketing effort ~ Reaction to competitors ~ New competitors ~ Prices at msp ~ Price increases ~ Prices at rsp ~ Market share.

 

CURRENT ENVIRONMENT

This section covers each of the Major Subsidiaries, Divisions and Operations (which comprises the company) as well as Geographic Market areas covered by the company.

CORPORATE COVERAGE ~ Physical marketing difficulties ~ Physical marketing capacity ~ Physical advertising capacity ~ Flexibility of advertising response ~ Ability to vary marketing effort ~ Customer handling systems & equipment ~ Advertising + marketing materials acquisition & sources ~ Advertising & marketing materials stock levels ~ Dependence on advertising + marketing contractors & agents ~ Advertising buying influence ~ Sales manpower availability ~ Sales staff relations ~ Pressure of sales force wage rises ~ Relative sales payroll levels ~ Relative sales incentive levels ~ Sales force technical capabilities ~ Marketing materials stock levels ~ Variable marketing costs ~ Fixed marketing costs ~ Marketing payroll costs ~ Direct marketing costs relative to competitors ~ Product development costs ~ Quality ~ Product specifications ~ Design ~ Operating criteria ~ Product efficiency ~ Product reliability ~ Product longevity ~ Product life cycle ~ Product customisation ~ Product technology ~ Product usage ~ Management strengths: senior marketing personnel ~ Management strengths: sales force managers ~ Management strengths: sales & marketing staff ~ Management strengths: customer handling managers ~ Management strengths: technical aptitude ~ Management strengths: customer handling reliability ~ Upstream marketing strategies ~ Downstream marketing tactics ~ Captive marketing channels ~ Dependence on external marketing ~ Dependence on external promotion ~ Dependence on external marketing support ~ Dependence on customers attitudes ~ Warehousing & handling ~ Packing & packaging ~ Distribution ~ Product availability ~ Order processing ~ Location of customers ~ Dependence on customer base ~ Captive customer base ~ Concentration of customers ~ Product usage frequency ~ Order value ~ Relative customer servicing ~ Seasonality of demand ~ Advertising & sales promotion ~ Marketing costs ~ Sales promotion costs ~ Selling costs ~ Advertising costs ~ Competitors' pricing policy ~ Sensitivity to economic conditions ~ Relative marketing spend ~ Competitors' aggressiveness ~ Entry of new competitors ~ Prices at msp ~ Price increases at msp ~ Prices at rsp ~ Market share
 

Example:
Advertising & Marketing Appraisals

 

 

Volume 2

 

Volume 2

SHORT-TERM CRITERIA

 

SHORT-TERM PERFORMANCE

     The SHORT-TERM PERFORMANCE CRITERIA section of the report represents Volume 2 of four volumes on the Target Company. Volume 2 is intended to provide a short-term logistic analysis of the Advertising and Marketing Performance of the Target Company and this is used to evaluate and forecast short-term considerations and factors. The Short-Term is regarded as being the next 3-6 years.
 

This section includes highly detailed forecasts on the Target Company's financial and operational performance data.


VOLUME 2 : SHORT-TERM PERFORMANCE

350 pages

2.1       Base Financial Forecast
2.2.1    Marketing Expenditure Scenario +2%
2.2.2    Marketing Expenditure Scenario +4%
2.2.3    Marketing Expenditure Scenario +6%
2.2.4    Marketing Expenditure Scenario +8%
2.2.5    Marketing Expenditure Scenario +10%
2.2.6    Marketing Expenditure Scenario +12%
2.2.7    Marketing Expenditure Scenario -2%
2.2.8    Marketing Expenditure Scenario -4%
2.2.9    Marketing Expenditure Scenario -6%
2.2.10  Marketing Expenditure Scenario -8%
2.2.11  Marketing Expenditure Scenario -10%
2.2.12  Marketing Expenditure Scenario -12%
2.3       Product Profiles
2.4       Product Summary
2.5       Industry Marketing Data
2.6A     Competitor Advertising/Marketing Standing: Products
2.6B      Competitor Advertising/Marketing Environment: Corporate
2.7A     Competitor Advertising + Marketing Issues
2.7B     Competitor Advertising + Marketing Consideration

 

SHORT-TERM CRITERIA

Marketing Effect on Financial Performance

Total Sales; Domestic Sales; Exports; Pre-tax Profit; Interest Paid; Non-trading Income; Operating Profit; Depreciation; Trading Profit; Fixed Assets; Intangible Assets; Intermediate Assets; Total Fixed Assets; Stocks; Debtors; Other Current Assets; Total Current Assets; Total Assets; Creditors; Short Term Loans; Other Current Liabilities; Total Current Liabilities; Net Assets; Shareholders' Funds; Long Term Loans; Other Long Term Liabilities; Capital Employed; Directors' Remunerations; Employees' Remunerations; Total Employees.

Order Handling Process Expenditure; Customer Handling Process Technology Expenditure; Total Order / Customer Handling Development Expenditure; Customer Handling Equipment in Use within the range 0-3 years - 3-6 years - 6-9 years - 9+ years; Customer Handling Equipment Investment greater than Depreciation - Less than Depreciation; Capital Expenditure on Customer Handling Equipment; Capital Expenditure on Sales Offices; Capital Expenditure on Communications.

Sales Costs; Distribution & Handling Costs; Advertising Costs; After-Sales Costs; Total Marketing Costs; Added Value; Product Pricing as a % of the Market Average; New Products % Total Output; Index of Comparative Salesforce & Selling Expenditure; Index of Comparative Advertising Expenditure; Index of Comparative General Promotional Expenditure; Customers - Wholesale - Retailer - OEM & Manufacturing - Consumer & End User - Government.

Input Supplies / Materials and Energy Costs, Payroll Costs, Total Operational & Process Costs, Sales Personnel Variable & Commission Costs, Sales Expenses and Costs, Sales Materials Costs, Total Sales Costs, Distribution Fixed Costs, Distribution Variable Costs, Warehousing Fixed Costs, Warehousing Variable Costs, Physical Handling Fixed Costs, Physical. Handling Variable Costs, Physical Process Fixed Costs, Physical Process Variable Costs, Total Distribution and Handling Costs, Mailing & Correspondence Costs, Media Advertising Costs, Advertising Materials & Print, POS & Display Costs, Exhibition & Events Costs, Total Advertising Costs, Product Returns & Rejection Costs, Product Installation & Re-Installation Costs, Product Breakdown & Post Installation Costs, Product Systems & Configuration Costs, Product Service & Maintenance Costs, Customer Problem Solving & Complaint Costs, Total After-Sales Costs, Total Marketing Costs, Total Operational Costs, New Technology Expenditure, New Production Technology Expenditure, Research and Development Expenditure, Capital Expenditure on Plant and Equipment, Capital Expenditure on Structures, Capital Expenditure on Misc. Items, Total Capital Expenditure, Finished Product Stocks, Work in Progress as Stocks, Materials as Stocks, Consumables + Supplies as Stock, Debtors within Agreed Terms, Debtors Outside Agreed Terms, Un-recoverable Debts

Return on Capital, Return on Assets, Return on Shareholders' Funds, Pre-tax Profit Margins, Operating Profit Margin, Trading Profit Margin, Return on Investment, Assets Utilization ( Sales to Total Assets ), Sales Ratio of Fixed Assets, Stock Turnover ( Sales : ratio of Stocks ), Credit Period, Creditors' Ratio (Creditors : Sales x 365 days), Default Debtors given (Ratio of Total Debtors, Un-Recoverable Debts (Ratio of Total Debts, Working Capital / Sales, Materials & Energy Costs as a % of Sales, Added Value, Investment as a Ratio of Added Value, Value of Plant & Equipment as a % of Sales, Vertical Integration (Value Added % of Sales), Research & Development Investment % Sales, Capital Expenditure Investment % Sales, Marketing Costs % of Sales, Current Ratio (Current Assets : Current Liabilities), Quick Ratio, Borrowing Ratio (Total Debt : Net Worth), Equity Ratio (Shareholders Funds : Liabilities), Income Gearing, Total Debt as a ratio of Working Capital, Debt Gearing Ratio (Long Term Loans : Net Worth), Average Remuneration (full and part time), Profit per Employee, Sales per Employee, Remuneration / Sales, Fixed Assets per Employee, Capital Employed per Employee, Total Assets per Employee, Value of Average Investment per Employee, Value Added per Employee, Materials & Energy Costs as a % of Sales, Payroll Costs as a % of Sales, Payroll as a Ratio to Materials, Variable Costs % of Sales, Fixed Costs as a % of Sales, Fixed Costs as a Ratio of Variable Costs, Distribution Costs % of Sales, Warehousing Costs % Sales, Physical Costs as a % of Sales, Fixed as a Ratio of Variable Distribution Costs, Fixed as a Ratio of Variable Warehousing Costs, Fixed as a Ratio of Variable Physical Costs, Fixed as a Ratio of Variable Total Distribution & Handling Costs, Product Returns & Rejections Costs % of Sales, Product Installation & Associated Costs as a % of Sales, Product Breakdown & Associated Costs as a % of Sales, Product Systems & Associated Costs as a % of Sales, Product Service & Associated Costs % of Sales, Customer Complaint & Ass. Costs % of Sales,Stock Work in Progress & Materials : Ratio of Finished Products, Stock Materials as a Ratio of Work in Progress, Un-recoverable Debts as a Ratio of Total Debt, Un-recoverable Debts as a Ratio of Debts Within Terms, Total Sales Costs % of Sales, Total Distribution & Handling Costs % of Sales, Total Advertising Costs as a % of Sales, Total After-Sales Costs as a % of Sales, Customer Compensation Costs % of Sales, Total Variable Marketing Costs % of Sales, Total Fixed Marketing Costs as a % of Sales, Total Fixed Marketing Costs Ratio of Variable Marketing Costs, Variable Sales Personnel Costs as a Ratio of Marketing Costs, Variable Distribution & Handling Ratio of Marketing Costs, Variable Advertising Ratio of Marketing Costs, Variable After-Sales Ratio of Marketing Costs, Sales Personnel Variable Costs : of Sales, Sales Person Variable Costs Ratio of Debts, Sales Personnel Variable Costs Ratio of Un-Recoverable Debts, Exports as a % of Sales

This section analyses the effects of decreases and increases in Advertising and Marketing expenditure in terms of the target company's Financial and Operational results.  The forecasts are produced in respect of 12 scenarios, being 6 forecasts for increases in marketing expenditure (in the range +2% to +12%) and 6 forecasts for decreases in marketing expenditure (in the ranges -2% to -12%). 
 

Example:
Financial Scenarios

Example:
Profits

 

Markets
Market Consumption & Trend figures 
   by EACH Country / State 
   by EACH Product & Market 
   by YEAR to 2028.

Marketing Effect on Market Performance

Market Share (consisting of a breakdown giving data for each year from 1997-2028) is analyzed in this section in terms of the Market Share Effect of increases or decreases of advertising and marketing expenditure.

Market Share Changes and Market Share Trend figures are given:-
   by 10 ranges +1% to +10% increase in Advertising + Marketing Expenditure
   by 5 ranges of -1% to -5% decrease in Advertising + Marketing Expenditure
   by EACH PRODUCT Group and/or MARKET Sector
   by YEAR 1997 to the present

Product Profiles

Figures for Products are given
   by Each country
   by Each Product
   by Each Year 

This section provides Product Profile data for each Product or Market sector in a matrix for all the countries or states covered by the report.

Marketing Effect on Product Penetration
Figures for Products are given
   by Each country
   by Each Product
   by Each Year (1997-2028)

This section provides Product Penetration data for each Product or Market sector in a matrix for all the countries or states covered by the report.

Product Summary
Figures for Products are given
   by Each country
   by Each Product

This section provides Product Summary for each Product or Market sector in a matrix for all the countries or states covered by the report in the Present and Medium-Term.
 

Example:
Product Summary

MARKET GROWTH RATES % Average Annual Growth Rate to the year 2028 Given for each of 16 national markets critical to the Company. 

MARKETING COSTS INDUSTRY MARKETING COSTS % of Turnover: Sales & Selling, Handling, Advertising, After-sales, Marketing costs. 
 

Example:
Costs

INVESTMENT INVESTMENT % of Turnover: New technology investment, Process technology investment.PLANT & EQUIPMENT % of Total P & E: Years in use: 0-3 / 3-6 / 6-9 / 9+. P & E INVESTMENT % of Companies: Less than, Equal to and Greater than Depreciation. 
 

Example:
Plant & Equipment

INDUSTRY DATA INDUSTRY FINANCIAL DATA: Profit/total asset, Profit/ sales, Sales/total assets, Profit/capital employed, Sales/employee remuneration, Capital employed/remuneration, Sales/stocks, Current ratio, Credit taken. 

INDUSTRY PROFILE INDUSTRY CONCENTRATION % of total revenue: Largest 4 / 8 / 20 / 50 companies. CUSTOMER BASE PROFILE % of total revenue: Wholesale, retail, manufacturing-OEM, government, public, others. COST STRUCTURE % of total revenue: Payroll, Materials, Value added. INVENTORY STRUCTURE % of total revenue: Total inventory, Finished products, Work in progress, Materials. CAPITAL EXPENDITURE % of total revenue: Total capital expenditure, Plant & equipment, Structures, other. [3]
 

Example:
Capital usage

INDUSTRY INVESTMENT New Technology Investments; Production/Process Technology Investment; Plant & Equipment in Use; Plant & Equipment Investments. 

INDUSTRY FINANCES Return on Capital; Return on Assets; Return on Shareholders' Funds; Pre-tax Profit Margins; Operating Profit Margin; Trading Profit Margin; Assets Utilisation; Sales as a ratio of Fixed Assets; Stock Turnover; Credit Period; Creditors' Ratio; Working Capital/ Sales; Current Ratio; Quick Ratio; Borrowing Ratio; Equity Ratio; Income Gearing; Total Debt as a ratio of Working Capital; Debt Gearing Ratio; Average Remuneration; Profit/ Employee; Sales/ Employee; Remunerations/ Sales; Fixed Assets/ Employee; Capital Employed/Employee; Total Assets/Employee; Exports as a % of Sales Materials and Energy Costs; Payroll Costs; Total Process Costs; Sales Costs; Distribution & Handling Costs; Advertising Costs; After-Sales Costs; Total Marketing Costs; Added Value. 

INDUSTRY STRUCTURE Concentrations; Customer Base Profile; Employment; Cost Structures; Inventory Structures; Capital Expenditure Breakdowns; Asset Structures.
 

Example:
Technology


 

Product Launch / Revision Data: adoption rates :product revisions + new products / conversion ratios :revisions + new products / potential 1st year growth: revisions + new products.
 

Example:
New Product Introductions

Market Segmentation: Pricing - lower price -v- higher price; availability - greater -v- reduced availability; convenience factors; distribution factors; customer factors; psychographics; branding; multi-branding; market stretching. 

Product Segmentation Higher quality; - lower quality; performance variances; technological & technical factors; warranty variances; service factor variances; product fragmentation.
 

Example:
Segmentation

Tactical Marketing Data

The tactical commentary is designed to review, analyse and isolate certain critical logistic questions which indicate the short-term prospects for the Target company.

Profitability ~ Productivity ~ Market Shares ~ Customers' Awareness ~ Customers' Perceptions ~ Customers' Rating of Sales Promotion Activity ~ Customers' Rating of Advertising Posture ~ Customers' Rating of Product Availability ~ Customers' Rating of Technical Competence ~ Customers' Awareness of Products ~ Customers' Awareness of Product Quality ~ Customers' Awareness of Product Pricing ~ Customers' Perception of Pricing Relative to Competitors ~ Customers' Perception of Quality Relative to Competitors ~ Customers' Perception of Relative Product Performance ~ Customers' Perception of Relative Technical Superiority ~ Customers' Perception of Relative Service Factors ~ Current Customer Base ~ Annual Sales of Products & Services ~ Current Sales ~ Costs & Margins ~ Distribution Channels & Networks ~ Pre-Tax Profit / Total Assets ~ Pre-Tax Profit / Sales ~ Pre-Tax Profit / Capital Employed ~ Pre-Tax Profit Per Employee ~ Investment / Sales ~ Receivables / Sales ~ Inventory / Sales ~ Physical Process Costs / Sales ~ Total Marketing Costs / Sales ~ R&D Expenditure / Sales ~ Added Value ~ Capacity Utilisation ~ Relative Product Quality ~ Relative Product Pricing ~ Competitors ~ Competitors' Strength ~ New Products ~ Product Life Cycle ~ New Product Horizons ~ Relative Competitive Sales-Force Expenditure ~ Relative Competitive Advertising Expenditure ~ Relative Competitive Promotional Expenditure

Short Term Marketing Issues

This section has a written and graphic analysis of the various aspects of the Company's short term tactical issues and relative performance in the Market-Place. The data is given as a matrix by Subsidiary, Division, Unit or Market sector.

Market Values, Conclusions on the Company's Products, Product & Market Segmentation: Pricing, Quality, Availability, Performance Variances, Technological & Technical Factors, Warranty Variances, Service Factors, Product Fragmentation, Convenience Factors, Distribution Factors, Customer Factors, Psychographics, Branding, Multi-Branding, Market Stretching, Merchandising, Pricing & Pricing Structures: Recommendations on Pricing, Sales force Requirements: Comments on Sales force & Recommendations, Marketing Back-up for Sales force & Distribution Networks, The Market-Place for the Company: Customer Base -v- Distribution Channels, Routes to the Company's Market: Distribution Recommendations, Distribution Logistics & Distribution Support Systems: The Distribution Control System - Facilities, Network, et cetera., Distribution & Handling Costs, Inventory & Sales/Stock Levels & Norms, Buying & Service Promptness Norms, Warranty & After-Sales Services: Warranty & After-Sales Cost: Rating of the Company's Warranty & After-Sales Services, Advertising & Sales Promotion: Advertising & Sales Promotion Costs, End User Targets, End User Factors, Relative Quality Demanded by End User Sectors, Branding & the Company's Products, Joint Ventures, Short Term Investment Areas.

 

Marketing Factors

Figures are given:- 
  by EACH COUNTRY / STATE / REGION 
  by YEAR.

PRODUCT FACTORS: Quality. Approvals. Design factors / design specifications. Physical criteria / physical parameters. R&D costs / development costs / customisation. Technology / technology factors & development. Product life / longevity. Performance / product efficiency / product integrity. Reliability / product failure / product defects. Operating criteria / product operation or usage. Probability of technical development / technical. Product life cycle / product obsolescence.

MARKETING FACTORS: Distribution / warehousing / handling costs. Costs/prices at supplier sale price. Costs/prices at end user / retail sale price. Stock availability / lead times / delivery. Sales promotion & sales costs. Advertising posture & advertising costs. Competition / competitors' aggressiveness & posture. Market share / relative market shares. Seasonality / cyclical demand / demand fluctuations. Sensitivity to economic climate & conditions. After-sales factors.

SUPPLIER FACTORS: Processing / production / handling facilities & capacity. Processing/ handling capacity / flexibility of plant. Dependence on sub-contractors / in-house supplies. Technical capabilities / new product developments. Technological aptitude & innovations. Other capacity. Own buying influence / economies of scale. Alternative suppliers base. Commitment/capacity of other suppliers. Price advantages & pricing amongst other suppliers. Conditions of sale / terms of trading.

DISTRIBUTION / CUSTOMER INTERFACE FACTORS: Technical / marketing capabilities & capacity. Distribution facilities & manpower availability. Commitment to other suppliers. Sales volumes / turnover required. Margins / added value. Captive customer base / customers handled. Area/s serviced & geographic coverage. Sales promotion / advertising / sales force. Effects on existing products & customer base. Cash-flow requirements of distribution channel. Capital requirements.

CUSTOMER FACTORS: Propensity to consume / demand factors. Product purchase background / past product purchase. Purchasing criteria - commercial. Purchasing criteria - motivational. Purchase price / acquisition costs / product costs. DMU susceptibility / customer awareness.

Marketing Costs   Sales & selling costs; sales & selling costs :During product launch; distribution / warehousing / handling / processing costs; distribution / warehousing / handling / processing costs :during product launch; advertising / promotional costs; advertising / promotional costs :during product launch; after-sales costs; after-sales costs :product launch; total marketing costs; total marketing costs :product launch.
 

Example:
Marketing Costs

 

Example:
Vital Marketing Costs analysed

 

MARKETING COSTS
Figures for the Products are given by EACH COUNTRY / STATE / REGION by YEAR to 2028: Sales & selling costs; Distribution / warehousing / handling / processing costs; Advertising / promotional costs; Total marketing costs. 
 

Example:
Marketing Data

 

Current Advertising & Marketing Appraisal

This section gives a written qualitative analysis of the various aspects of the Target Company's Advertising and Marketing status, standing and relative performance in the Market-place.  The data is given as a matrix by Subsidiary, Division, Unit or Market sector. 

It is important to establish the compatibility between the Company and the Product, Marketing, Retailer, Sales Point - Customer Interface and Customer factors and parameters in each of the markets investigated in the report:   this analysis provides the necessary data.

Obviously such an analysis can assist readers in reviewing the areas which might produce problems for the marketing of the product - and also areas of opportunity which may be manipulated by the company when marketing and advertising the product/s in each of the areas concerned.

The foremost purpose of this commentary is of course to supply a rational and objective basis with which to correlate and assess the factors and parameters indispensable to the company in the provision of products and services. 

BASIS OF THE ANALYSIS

The general basis of the following analysis is the comparison of the company and the various competitors which exist in the major Trade Cell markets and industries in which the company operates.

The comparison is made in terms of the Strengths and Weaknesses of both the company and the major competitors which together accounts for 80% of the cumulative Market Share in the Trade Cell.

The data is gained from research into the company's Customer and Distribution Channel Bases as well as those of the other major competitors in each of the Trade Cells markets.

The forecasted performance of the company is a function of the company's strengths and weaknesses in relation to that of its competitors. This function and the conclusions thereof drawn are projected from the various forecasts contained below.
 

Competitive Analysis for Advertising & Marketing

PRESENTATION OF THE ANALYSIS 

This section analyses some 180 major items in relation to 15 product and market sectors. Thus some 2700 competitive considerations and issues are discussed and analysed.

Clearly it would be extremely difficult, and indeed overwhelming in length, to produce this analysis only in prose and thus the data is presented in terms of a graph as well as a written analysis in prose.

In order to interpret this presentation it is necessary to understand the various factors being considered in the analysis. These factors include:-

1. The relative strength, weakness and performance of the company in terms of all relevant product and markets sectors.
2. The relative strengths, weaknesses and performance of the competitors in terms of all relevant product and markets sectors.
3. The average strengths, weaknesses and performance of the competitors in terms of all relevant product and markets sectors.
4. The Market and Industry in which the company operates and the prevailing norms and expectations.
5. All the above factors when forecast individually, in relation to the product Markets and Industries, and thereafter projected in the Medium Term.

COMPETITOR, physical process considerations, supplies considerations, manpower considerations, costs & margin considerations, product considerations, management strengths, corporate considerations, distribution channel considerations, customer considerations, marketing considerations, considerations, 

RELATIVE reputation, promotional activity, product availability, technical competence, marketing factors, staff performance, corporate considerations, distribution channel considerations, customer considerations, promotional considerations, 

COMPETITOR considerations, production considerations, supplies considerations, manpower considerations, costs & margin considerations, product considerations, management strengths, corporate considerations, distribution considerations, customer considerations, marketing considerations, 

RELATIVE reputation, promotional activity, product availability, technical competence, marketing factors, staff performance, corporate considerations, distribution considerations, customer considerations, promotional considerations, competitor considerations.
 

Example:
Advertising

The graph projects data to form a forecast and this is intended to show the relative performance of the company in relation to the overall Market and Industry Expectations. These Expectations may be greater than or less than the levels provided by the company and the competitors.

The graph compares the performance of the company with the Trade Cell Market and Industry in which the company operates, with the major competitors and with the norms and expectations of the Market and Industry.

The object of the graph is to give a visual representation of the many qualitative considerations and issues which in total comprise the performance of the company in relation to Market and Industry averages.

The data analysis includes comparative data on the major competitors which the company encounters in the Trade Cell.

All graphs in this section are presented in the above manner because many of our readers order this section in the form of acetate sheets (for overhead projection) and thus the graphs are produced using (as far as possible) a standard scale and base line. Further the graphs can be overlaid, one atop the other, to emphasise the relative features of the graphs and the scale and axis allows this to be done effectively during overhead projection.

The prose generated compares the performance of the company with the Competitors in the Trade Cell Market in which the company operates.

The analysis is given in two sentences:-

1. The first sentence looks at the performance of the company in relationship to the other competitors in the Trade Cell.

In addition a forecast is given for the Medium Term and this forecast is also indicated on the graph as "*".

In some instances a company may be performing (or forecast to perform) well against other competitors, yet the graph (*) may show that this aspect is deteriorating. The interpretation of this if that Expectations are rising but in general the suppliers in the market are not meeting those expectations - whilst the company's own performance in generally better than that of the competition.

2. The second sentence gives a recommendation on action, and where necessary, indicates the importance of the factor being analysed.

The data analysis includes comparative data on the major competitors which the company encounters in the Trade Cell.

The prose produced here is entirely computer generated and a program is used to emphasise problems and opportunities through the full use of the language. The program does, where possible, seek to create lively English prose.

The adjectives and adverbs used are representative of the criticalness or seriousness of the points being made and thus the computer produces and uses a ranking and scale of words which objectively reflect the importance or otherwise of the factors being analysed.
 
 

Competitive Marketing Issues & Considerations

COMPETITIVE ISSUES

The following section provides a forecast of a number of issues and questions for the company in relation to the other competitors in the market. These issues are examined under the following headings:-

The term "Relative" denotes the relationship between the various activities of the company and other competitors in the marketplace.

 

COMPETITOR PERFORMANCE : 

RELATIVE: customer confidence, reputation, staff efficiency, staff performance, staff integrity, truth & honesty, written communications, verbal contact, customer handling, customer complaint handling, customer problem solving, comprehension of product, awareness of product, customer confidence in product, customer service, initial customer response, information for customers, promotional activity, advertising posture, contract documentation. 

COMPETITOR: customer survey, competitor product factors, competitor marketing factors, competitor supplier factors, competitor distribution / customer interface factors, competitor customer factors.
 

Example:
Marketing Considerations


 

SHORT-TERM COMPETITIVE ISSUES

SECTOR COVERAGE THIS SECTION COMPARES THE COMPANY WITH THEIR MAJOR COMPETITORS WITHIN THE TRADE CELL ~ Overall awareness by customers ~ Overall reputation ~ Reputation of products ~ Reputation of product quality ~ Reputation of service provided ~ Reputation of customer handling ~ Rating of overall sales promotion activity ~ Rating of advertising ~ Rating of sales personnel ~ Rating of sales print ~ Rating of product availability ~ Rating of product specifications ~ Rating of on-time delivery ~ Rating of complete order delivery ~ Rating of order handling ~ Rating of ability to supply ~ Rating of marketing competence ~ Rating of marketing awareness ~ Rating of marketing technology ~ Rating of promotional documentation ~ Rating of promotional + sales decay ~ Rating of advertising competence ~ Perception of product pricing ~ Product superiority ~ Customer service ~ Prompt delivery ~ Service promptness ~ Service levels ~ Service procedures ~ Service convenience ~ Product delivery system ~ Flexibility of customer handling ~ Perceptions of terms of trading ~ Initial contact ~ Order handling staff ~ Sales staff ~ Administration staff ~ Sales management ~ Sales personnel ~ Upstream sales integration ~ Downstream promotional integration ~ Captive sales channels ~ Reliance on selling outlets ~ Utilisation of other promotional effort ~ Benefits of other marketing ~ Captive customer bases ~ Warehousing & handling ~ Packing & packaging ~ Sales activity ~ Product availability ~ Customer satisfaction ~ Location of customers ~ Captiveness of the customer base ~ Customer base loyalty ~ Concentration of purchases ~ Purchase frequency ~ Order size ~ Customer servicing ~ Seasonality ~ Advertising & sales promotion ~ Marketing ~ Sales promotion ~ Sales force ~ Advertising ~ Pricing policy ~ Economic conditions ~ Relative marketing effort ~ Reaction to competitors ~ New competitors ~ Prices at msp ~ Price increases ~ Prices at rsp ~ Market share
 
 

SHORT-TERM COMPETITIVE CONSIDERATIONS

CORPORATE COVERAGE THIS SECTION COMPARES THE COMPANY WITH THEIR MAJOR COMPETITORS WITHIN THE TRADE CELL ~ Physical marketing difficulties ~ Physical marketing capacity ~ Physical advertising capacity ~ Flexibility of advertising response ~ Ability to vary marketing effort ~ Customer handling systems & equipment ~ Advertising + marketing materials acquisition & sources ~ Advertising & marketing materials stock levels ~ Dependence on advertising + marketing contractors & agents ~ Advertising buying influence ~ Sales manpower availability ~ Sales staff relations ~ Pressure of sales force wage rises ~ Relative sales payroll levels ~ Relative sales incentive levels ~ Sales force technical capabilities ~ Marketing materials stock levels ~ Variable marketing costs ~ Fixed marketing costs ~ Marketing payroll costs ~ Direct marketing costs relative to competitors ~ Product development costs ~ Quality ~ Product specifications ~ Design ~ Operating criteria ~ Product efficiency ~ Product reliability ~ Product longevity ~ Product life cycle ~ Product customisation ~ Product technology ~ Product usage ~ Management strengths: senior marketing personnel ~ Management strengths: sales force managers ~ Management strengths: sales & marketing staff ~ Management strengths: customer handling managers ~ Management strengths: technical aptitude ~ Management strengths: customer handling reliability ~ Upstream marketing strategies ~ Downstream marketing tactics ~ Captive marketing channels ~ Dependence on external marketing ~ Dependence on external promotion ~ Dependence on external marketing support ~ Dependence on customers attitudes ~ Warehousing & handling ~ Packing & packaging ~ Distribution ~ Product availability ~ Order processing ~ Location of customers ~ Dependence on customer base ~ Captive customer base ~ Concentration of customers ~ Product usage frequency ~ Order value ~ Relative customer servicing ~ Seasonality of demand ~ Advertising & sales promotion ~ Marketing costs ~ Sales promotion costs ~ Selling costs ~ Advertising costs ~ Competitors' pricing policy ~ Sensitivity to economic conditions ~ Relative marketing spend ~ Competitors' aggressiveness ~ Entry of new competitors ~ Prices at msp ~ Price increases at msp ~ Prices at rsp ~ Market share.

 

 

Volume 3

 

Volume 3

LONG-TERM FACTORS

 

LONG-TERM PERFORMANCE

     The LONG-TERM PERFORMANCE FACTORS report represents Volume 3 of four volumes on the Target Company. Volume 3 is formulated to give an extremely far reaching long-term performance deliberation of the Target Company and thereby explores the medium and long-term problems and opportunities for the Target Company. 

This section furnishes a quantitative, narrative and graphic analysis of the many strategic considerations vital to the medium and long-term future of the Target Company. 

Data is given as a matrix by Subsidiary, Division, Unit or Market sector.

 

VOLUME 3 : LONG-TERM PERFORMANCE FACTORS

225 pages
 
 

3.1 The Product
      Competition
      The Industry
      Medium + Long Term Strategies
3.2 Industry Financial Data
3.3 Industry Norms


LONG-TERM FACTORS 

Long-Term Markets
Market Consumption & Trend figures are given:- 
  by EACH COUNTRY / STATE 
  by EACH PRODUCT Group and/or MARKET Sector 
  by YEAR to 2028.
 

Example:
Long Term Markets

Long-Term Product Profiles

Figures for Products are given
   by Each country
   by Each Product
   by Each Year to 2028

This section provides Product Profile data for each Product or Market sector in a matrix for all the countries or states covered by the report.
 

Example:
Product Profiles


 

Long-Range Product Summary
Figures for Products are given
   by Each country
   by Each Product to 2028

This section provides Product Summary for each Product or Market sector in a matrix for all the countries or states covered by the report in the Medium and Long-Term.
 

Example:
Product Summary


 

Marketing Effect on Market Share

Market Share (consisting of a breakdown giving data for each year from 1997-2028) is analyzed in this section in terms of the Market Share Effect of increases or decreases of advertising and marketing expenditure.

Market Share Changes and Market Share Trend figures are given:-
   by 10 ranges +1% to +10% increase in Advertising + Marketing Expenditure
   by 5 ranges of -1% to -5% decrease in Advertising + Marketing Expenditure
   by EACH PRODUCT Group and/or MARKET Sector
   by YEAR to 2028
 

Example:
Changes in Market Share

Industry Marketing Rationale

1. Long Term Industry Growth

2. Physical Process Considerations - Costs & market shares - Capacity Utilisation & market shares - Productivity & profitability in growth markets - Levels of labour Unionisation & market shares - Unionisation, profitability & growth - Unionisation, profitability & concentration - Unionisation, profitability & harvesting strategies - Profitability, processes & market shares.

3. Capital Structure & Investment Intensity - Profitability & investment intensity - Net margins & investment - Gross margins & investment - Profitability, market share & capital intensity - Productivity, profitability & investment intensity - Capacity Utilisation, profitability & capital intensity - Inventories level, profitability & capital intensity.

4. Physical Process & Vertical Integration - Profitability, market share & vertical integration - Profitability, diversification & vertical integration - Profitability, vertical integration & numbers of customers - Profitability, vertical integration & product quality - Profitability, vertical integration & inventory value - Profitability, vertical integration & employee productivity.

5. Marketing & Sales Costs - Profitability, market share & marketing costs - Profitability, capital intensity & marketing costs - Profitability, numbers of customers & marketing costs - Profitability, product quality & marketing costs - Profitability, new products & marketing costs.

6. R&D + Process Development Costs - Profitability, R&D expenditure & market cycle - Profitability, R&D expenditure & product quality - Profitability, R&D spend & marketing costs - Profits, R&D spend & market share - Profitability, R&D spend & Unionisation.

7. Distribution of the Company's Products

8. Market Penetration & The Right Tools for the Job

9. Market Share & the Company - The relationship between market share & profitability:-
a) Market share, profit/sales & investment.  The relationship between market share & added value / Vertical integration & investment/sales - Conclusions for the Company
b) The relationship of market share & sales ratios / investment/sales ratio & integration - Conclusions for the Company
c) Marketing costs/sales ratio & market penetration 
d) Market leadership, pricing & product quality
e) Market leadership, customers & product advances 
f) Purchase frequency & Market Share
g) Customer base fragmentation & Market Share
 

Example:
Product Profitability

NEW PRODUCT DATA COMPARISONS : INDUSTRY EXPENDITURE New Product and Product Revision Expenditure is given by EACH COUNTRY / STATE / REGION by YEAR. 
 

Example:
Market Growth

NEW PRODUCT INVESTMENTS:

New Product Expenditure in previous 3 years - New Product Technology in previous 3 years / New Product Expenditure during next 3 - 6 years - New Product Technology during next 3 - 6 years / New Product Expenditure during next 6 - 9 years - New Product Technology during next 6 - 9 years.
 

Example:
Vertical Integration

 

Product Marketing

1. Life Cycles & Stages in the Life Cycle & Gompertz Analysis - Market Share & the product life cycle - Quality & the product life cycle - Product range & introduction or dynamic Stage life cycles - Product Range & Capital Intensiveness - Market Share & selling customised or specified products - Profitability, market share & Product uniqueness

2. Relative Pricing

3. Quality - Value Scale - Relative Product Quality - Profitability & Quality Products & Services - Relative Product Quality & Levels of Profitability - Quality Profits & Concentrated Markets - Product Quality & Relative Market Share - Product Quality, Profitability & Growth

4. New Products - Profitability, growth markets & new products - New product introductions, pricing & profitability - New product introductions, investment & profitability - Levels of new products, product quality & profitability
 

Example:
Product Marketing

Market Competition

1.The Market Share - Market share & profitability - Profitability & relative market share - Company Market Shares

2. Relative Market Shares

3. Nature of the Competitive Situation - Entry & exit of competitors - Relative Strengths of competitors

4. Perfectness of the Market
 

Example:
Market Share


 

Medium & Long-Term Strategies + Checklist

Building, Holding and Harvesting Strategies:-

1. When to Build Market Share - Building strategies for the company

2. When to Hold Market Share - Holding strategies for the company

3. When to Harvest Market Share - Harvesting Strategies for the Company
 

Example:
Profitability

MEDIUM + LONG TERM CHECKLIST 
This section recommends a working plan or document for the critical factors which influence the company in strategic terms. The data is given as a matrix by Subsidiary, Division, Unit or Market sector.

Medium & Long Term Checklist for the company 

Forecast of Profitability ~ Forecast of Productivity ~ Forecast of Market Shares ~ Recommendations on Customer Awareness ~ Recommendations on Customer Perceptions ~ Recommendations on Sales Promotion Activity ~ Recommendations on Advertising Posture ~ Recommendations on Product Availability ~ Recommendations on Technical Competence ~ Recommendations on Awareness of Products ~ Recommendations on Awareness of Product Quality ~ Recommendations on Awareness of Product Pricing ~ Recommendations on Pricing Relative to Competitors ~ Recommendations on Quality Relative to Competitors ~ Recommendations on Relative Product Performance ~ Recommendations on Relative Technical Superiority ~ Recommendations on Relative Service Factors ~ Forecast of Current Customer Base ~ Forecast of Annual Sales of Products & Services ~ Forecast of Current Sales ~ Recommended Costs & Margins ~ Recommended Distribution Channels & Networks ~ Forecast of Pre-Tax Profit / Total Assets ~ Forecast of Pre-Tax Profit / Sales ~ Forecast of Pre-Tax Profit / Capital Employed ~ Forecast of Pre-Tax Profit Per Employee ~ Forecast of Investment / Sales ~ Forecast of Receivables / Sales ~ Forecast of Inventory / Sales ~ Forecast of Physical Process Costs / Sales ~ Forecast of Total Marketing Costs / Sales ~ Forecast of R&D Expenditure / Sales ~ Forecast of Added Value ~ Forecast of Capacity Utilisation ~ Forecast of Relative Product Quality ~ Forecast of Relative Product Pricing ~ Forecast of Competitors ~ Forecast of Competitors' Strength ~ Forecast of New Products ~ Forecast of Product Life Cycles ~ Forecast of New Product Horizons ~ Forecast of Relative Competitive Sales-Force Expenditure ~ Forecast of Relative Competitive Advertising Expenditure ~ Forecast of Relative Competitive Promotional Expenditure.
 

Example:
Investments

NEW PRODUCT DEVELOPMENT + PRODUCT SCREENING The report will provide a fully developed product screening procedure for the future use of readers when evaluating existing products and new product opportunities for the company.
 

Example:
Strategies

 

Example:
Product Strategies

Life Cycles: Relative Pricing: Quality: New Products: Market Share: Relative Market Shares: Nature of the Competitive Situation: Perfectness of the Market: Long Term Industry Growth: Marketing & Sales Costs: Distribution of Company Products: Market Penetration & The Right Tools for the Job: Market Share & relationship / market share & profitability: Market share, profit/sales & investment: Relationship / market share & added value / Vertical integration & investment/sales: Relationship of market share & sales ratios / investment/sales ratio & integration: Marketing costs/sales ratio & market penetration: Market leadership, pricing & product quality: Market leadership, customers & product advances: Purchase frequency & Market Share: Customer base fragmentation & Market Share: Strategies - Build - Hold - Harvest.
 

Example:
Return on Investment


 

 

Volume 4

 

Volume 4

CUSTOMER ANALYSIS

 

COMPANY IMAGE + CUSTOMER SURVEYS

The COMPANY IMAGE + CUSTOMER SURVEY ANALYSIS section represents Volume 4 of four volumes on the Target Company. Volume 4 contemplates a highly detailed analysis of the prevailing image of the Target Company in terms of its customers, sales and distribution channels and competitors. In addition various National Surveys are provided as a point of comparison.

 

VOLUME 4 : COMPANY IMAGE + CUSTOMER SURVEYS

230 pages

4.1 Company Product Surveys
4.2 Company Corporate Surveys
4.3 Competitor Corporate Surveys
4.4 National / Regional Surveys
4.5 National / Regional Buyer Surveys

The IMAGE + SURVEY ANALYSIS gives a tabular & graphic analysis of the prevalent image of the Target Company in terms of customers, distribution channels & competitors. Overall National Surveys are provided as a point of comparison.

IMAGE + CUSTOMER SURVEYS: The Company (with image or customer attitude problems) can greatly benefit from knowing what their customers think and how they might improve products or services.

The data regularly monitors the perceptions & needs of the customer base because such surveys frequently give advance warning of problems in terms of customers' product or service needs; changes in the competitive situation as new products and competitors enter or leave the market; developments in technology and the evolution of the technical requirements of customers; et cetera. The Customer Surveys are also an extremely effective way to independently monitor the effectiveness of the marketing; the results of advertising & sales promotion activity and the effectiveness of the sales force or distribution network. The Surveys of the Company are given as a MATRIX which includes each of the Company's major areas of operation, viz, subsidiaries, divisions, brands, product groups and market sectors. The matrix is given in two separate data sets of up to fifteen of these groupings.

PERFORMANCE: Credibility, Customer Confidence, Reputation, Staff Efficiency & Performance, Integrity, Truth + Honesty, Written + Verbal Communications, Customer service - Handling - Complaints - Problems, Comprehension + Awareness of Product, Customer Response + Information, Promotion, Advertising, Documentation, Contracts. Current & Forecast Data.

STATUS, STANDING, COMPETITIVENESS: Operations, Manpower, Costs, Margins, Products, Managers, Corporate, Distribution, Customers, Marketing, Competition, Reputation, Promotion, Competence. Current & Forecast Data.

THE SURVEYS Over 600 vital questions answered in these surveys. Analysis isolates the person behind the purchase decisions (at various levels) and analyses the situation before, during and after the purchase.

END USERS + CONSUMERS: Figures by EACH Country, Company, Division by each CONSUMER Question. 

BUYERS: Figures for Buyers by EACH Country, Company, Division by each BUYER Question.

CONSUMER OR BUYER LEVEL: The Buyer Profile is a matrix by YEAR & by AGE GROUP (7 ranges) by SOCIAL CLASS (6 ranges) by GEOGRAPHIC Location. Current & Forecast Data.

DISTRIBUTION CHANNELS: for EACH Country, Company, Division by each DISTRIBUTION Question.

INDUSTRY PERFORMANCE: Analyses of a large number of questions on the specific Performance of the Companies within the Industry.

NATIONAL SURVEYS: National Surveys are given to enable one to compare and evaluate the Company's survey results with the National averages and norms. National Surveys can also be regarded as being the Competitive averages for each National market - thus one can see the relative performance of the Company in the market-place. In competitive markets, Image and Customer Surveys on the Company's competitors isolate and identify problem areas for the competitors and thereby identify opportunities for the Company. National Surveys cover all the topics mentioned above for the Company Image Surveys.

COMPANY SURVEYS The information shown in this section is based on the results of surveys and similar research amongst the Customers, Branch Networks & Distribution Channels, Buyers and Suppliers of the company. The data is given relative to the Subsidiary, Division, Unit or Market sectors.

 

CUSTOMER ANALYSIS

END USER SURVEYS
Current purchasing criteria; purchasing criteria - future trends; buying patterns; frequency of purchase/s; satisfaction with existing products and services; satisfaction with existing suppliers & sources; satisfaction with existing methods of supply & distribution; satisfaction with suppliers' ability to supply; satisfaction with availability of products; satisfaction with quality of products purchased; satisfaction with promptness of supply; satisfaction with acquisition & specification procedures; satisfaction with terms of trading; satisfaction with after-sales service received; satisfaction with availability of products + services; satisfaction with general & other assistance received; satisfaction with documentation / instructions; supplier loyalty; direct purchases from suppliers; the availability -v- price question; the quality -v- price question; frequency of purchase; purchase procedures; method of payment; attitudes towards established products; attitudes towards foreign suppliers & products; reactions to advertising and sales promotion; product success / failure rates; product success / failure rates during testing; product success / failure rate over time; person/s initiating decision to purchase / repurchase; person/s initiating decision to increase level of purchases; person/s initiating decision to introduce new products or suppliers; person/s deciding what products or suppliers are required; person/s preparing specifications for purchases; person/s evaluating applications and purchases; person/s surveying suppliers and seeking quotations; person/s negotiating terms with potential suppliers; person/s deciding which supplier gets the order/s; person/s monitoring results of purchases. 

COMPANY DISTRIBUTION CHANNEL SURVEYS ~ Retailers' current purchasing criteria ~ Retailers: product reject/return rate after purchase ~ Retailers: satisfaction with existing products ~ Retailers: satisfaction with existing methods of supply & distribution ~ Retailers: satisfaction with company's product levels ~ Retailers: satisfaction with availability of product ~ Retailers: satisfaction with quality & specifications ~ Retailers: satisfaction with deliveries / frequency & up-take ~ Retailers: satisfaction with ordering procedures ~ Retailers: satisfaction with terms of trading ~ Retailers: satisfaction with after-sales services received from company ~ Retailers: satisfaction with availability of advertising support & POS / promotional materials ~ Retailers: satisfaction with technical & other assistance received ~ Retailers: satisfaction with technical documentation / instructions ~ Trade: current purchasing criteria ~ Trade: purchasing criteria - future trends ~ Trade: the availability -v- price question ~ Trade: the quality -v- price question ~ Trade: satisfaction with quality of product received ~ Trade: satisfaction with availability of product ~ Trade: satisfaction with company product levels ~ Trade: satisfaction with company ability to fulfil orders on time ~ Trade: satisfaction with company delivery frequency & up-take ~ Trade: satisfaction with company ordering procedures & formalities ~ Trade: satisfaction with company terms of trading ~ Trade: satisfaction with company credit & other financial details ~ Trade: satisfaction with existing products & product ranges ~ Trade: satisfaction with existing methods of supply & distribution ~ Trade: satisfaction with quality & specifications of products ~ Trade: satisfaction with after-sales services received from company ~ Trade: satisfaction with availability of advertising support & POS / promotional materials ~ Trade: satisfaction with technical & other assistance received ~ Trade: satisfaction with documentation / instructions ~ Retailers: product reject / spoilage rate whilst held ~ Retailers: product reject / returns rate ~ Retailers: reactions to advertising & sales promotion ~ Retailers: the quality -v- price question ~ Retailers: the availability -v- price question ~ Retailers' purchasing criteria - future trends.

COMPANY COMMERCIAL USERS SURVEYS ~ Retailers: person/s initiating decision to re-order ~ Retailers: person/s negotiating terms with the company ~ Retailers: person/s approving / authorising order/s ~ Retailers: person/s monitoring results of purchases & sales ~ Trade: person/s initiating decision to re-order ~ Trade: person/s initiating decision to increase amounts purchased / total inventory ~ Trade: person/s initiating decision to introduce new products or brands ~ Trade: person/s deciding what products / brands are to be sold ~ Trade: person/s preparing orders / specifications for purchases ~ Trade: person/s evaluating products & brands available ~ Trade: person/s seeking quotations ~ Trade: person/s negotiating terms with the company ~ Trade: person/s approving / authorising order/s ~ Trade: person/s monitoring results of purchases & sales ~ Retailers: person/s seeking quotations ~ Retailers: person/s evaluating products & brands available ~ Retailers: person/s preparing orders / specifications for purchases ~ Retailers: person/s deciding what products / brands are to be sold ~ Retailers: person/s initiating decision to introduce new products or brands ~ Retailers: person/s initiating decision to increase amounts purchased / total inventory.

COMPANY PERFORMANCE SURVEYS ~ Relative Credibility: Company Level ~ Relative Credibility: Outlet Level ~ Relative Credibility: Company Managers ~ Relative Credibility: Company Staff ~ Relative Credibility: Specialist Company Staff ~ Relative Credibility: Company Contracts & Documentation ~ Relative Credibility: Company Advertising ~ Relative Customer Confidence at Company Level ~ Relative Customer Confidence at Outlet Level ~ Relative Customer Confidence in Company Managers ~ Relative Customer Confidence in Company Staff ~ Relative Customer Confidence in Specialist Company Staff ~ Relative Customer Confidence in Company Contracts & Documentation ~ Relative Customer Confidence in Company Advertising ~ Relative Reputation at Company Level ~ Relative Reputation at Outlet Level ~ Relative Reputation of Company Managers ~ Relative Reputation of Company Staff ~ Relative Reputation of Specialist Company Staff ~ Relative Staff Efficiency: Company Level ~ Relative Staff Efficiency: Outlet Level ~ Relative Staff Efficiency: Company Managers ~ Relative Staff Efficiency: Company Staff ~ Relative Staff Efficiency: Specialist Company Staff ~ Relative Staff Efficiency: Contracts & Documentation ~ Relative Staff Efficiency: Problem Solving ~ Relative Staff Performance: Company Level ~ Relative Staff Performance: Outlet Level ~ Relative Staff Performance: Company Managers ~ Relative Staff Performance: Company Staff ~ Relative Staff Performance: Specialist Company Staff ~ Relative Staff Performance: Contracts & Documentation ~ Relative Staff Performance: Overall Customer Handling ~ Relative Staff Integrity: Company Level ~ Relative Staff Integrity: Outlet Level ~ Relative Staff Integrity: Company Managers ~ Relative Staff Integrity: Company Staff ~ Relative Staff Integrity: Specialist Company Staff ~ Relative Staff Integrity: Contracts & Documentation ~ Relative Staff Integrity: Advertising & Promotions ~ Relative Truth & Honesty: Company Level ~ Relative Truth & Honesty: Outlet Level ~ Relative Truth & Honesty: Company Managers ~ Relative Truth & Honesty: Company Staff ~ Relative Truth & Honesty: Specialist Company Staff ~ Relative Truth & Honesty: Contracts & Documentation ~ Relative Truth & Honesty: Advertising & Promotions ~ Relative Written Communications: Company Level ~ Relative Written Communications: Outlet Level ~ Relative Written Communications: Company Managers ~ Relative Written Communications: Company Staff ~ Relative Written Communications: Specialist Company Staff ~ Relative Written Communications: Contractual ~ Relative Written Communications: Correspondence ~ Relative Verbal Contact: Company Level ~ Relative Verbal Contact: Outlet Level ~ Relative Verbal Contact: Company Managers ~ Relative Verbal Contact: Company Staff ~ Relative Verbal Contact: Specialist Company Staff ~ Relative Customer Handling: Company Level ~ Relative Customer Handling: Outlet Level ~ Relative Customer Handling: Company Managers ~ Relative Customer Handling: Company Staff ~ Relative Customer Handling: Specialist Company Staff ~ Relative Customer Complaint Handling: Company Level ~ Relative Customer Complaint Handling: Outlet Level ~ Relative Customer Complaint Handling: Company Managers ~ Relative Customer Complaint Handling: Company Staff ~ Customer Complaint Handling: Specialist Company Staff ~ Relative Customer Problem Solving: Company Level ~ Customer Problem Solving: Outlet Level ~ Customer Problem Solving: Company Managers ~ Customer Problem Solving: Company Staff ~ Customer Problem Solving: Specialist Company Staff ~ Relative Customer Comprehension of Product: Company Level ~ Customer Comprehension of Product: Outlet Level ~ Relative Staff Comprehension of Product: Company Managers ~ Staff Comprehension of Product: Company Staff ~ Staff Comprehension of Product: Specialist Company Staff ~ Relative Customer Awareness of Product: Company Level ~ Customer Awareness of Product: Outlet Level ~ Relative Staff Awareness of Product: Company Managers ~ Staff Awareness of Product: Company Staff ~ Staff Awareness of Product: Specialist Company Staff ~ Relative Customer Confidence in Product: Company Level ~ Customer Confidence in Product: Outlet Level ~ Relative Staff Confidence in Product: Company Managers ~ Staff Confidence in Product: Company Staff ~ Staff Confidence in Product: Specialist Company Staff ~ Relative Customer Service: Company Level ~ Customer Service: Outlet Level ~ Customer Service: Company Managers ~ Customer Service: Company Staff ~ Customer Service: Specialist Company Staff ~ Customer Service: Contracts & Documentation ~ Relative Initial Customer Response: Company Level ~ Initial Customer Response: Outlet Level ~ Initial Customer Response: Company Managers ~ Initial Customer Response: Company Staff ~ Initial Customer Response: Specialist Company Staff ~ Relative Information for Customers: Company Level ~ Information for Customers: Outlet Level ~ Information for Customers: Company Managers ~ Information for Customers: Company Staff ~ Information for Customers: Specialist Company Staff ~ Relative Promotional Activity: Company Level ~ Promotional Activity: Outlet Level ~ Relative Advertising Posture: Company Level ~ Advertising Posture: Outlet Level ~ Relative Contract Documentation: Company Level ~ Relative Contract Documentation: Outlet Level.

BUYERS SURVEYS : DECISION MAKER
Person/s initiating decision to remain with suppliers; person/s initiating decision to increase amounts purchased; person/s initiating decision to introduce new products or suppliers; person/s deciding what products are to be carried; person/s preparing orders / specifications for purchases; person/s evaluating products or suppliers available; person/s surveying suppliers and seeking quotations; person/s negotiating terms with suppliers; person/s approving / authorising order/s; person/s monitoring results of purchases and sales. 

Example:
Decision Makers


 

CONSUMER OR BUYER LEVEL
The Buyer Profile is given as a matrix BY YEAR and by:-
AGE GROUP: Up to 19; 20 - 24; 25 - 34; 35 - 44; 45 - 54; 55 - 64; 65 and over. 
SOCIAL CLASS: A :Upper Middle Class :Higher managerial, administrative // B :Middle Class :Intermediate managerial // C1 :Lower Middle Class :Supervisor or clerical // C2 :Skilled Working Class :Skilled manual workers // D :Working Class :Semi- and unskilled manual workers // E :Others 
LOCATION: By Region and Major Urban Conurbation. 
 
 

National Surveys
 

This section answers some 300 questions vital to the Company, the Competitors and the National Market. The Analysis is based on Surveys of the National Customers, Distribution Channels and Suppliers. The National Surveys cover the Company's main national market plus 14 other national markets within the trade cell or field of operation of the Company and its distribution channels.

NATIONAL END USERS SURVEYS ~ Current purchasing criteria ~ Perceptions of currently imported brands ~ Willingness to purchase foreign brands ~ Reaction to advertising & sales promotion ~ Reaction to POS & merchandising ~ Satisfaction with product quality ~ Satisfaction with product design ~ Satisfaction with product availability ~ Satisfaction with existing products & services ~ Satisfaction with existing retailers ~ Satisfaction with retailers product levels ~ Satisfaction with existing methods of supply ~ Satisfaction with product packaging ~ Satisfaction with product packaging design ~ Attitudes towards discount / own-brand products ~ Product awareness ~ The quality -v- price question ~ The availability -v- price question ~ Price sensitivity ~ Future trends in purchasing criteria.

NATIONAL SERVICE NETWORKS + DISTRIBUTION SURVEYS ~ National service networks + distribution surveys - introduction ~ Retailers: retailers' current purchasing criteria ~ Retailers: source of supply ~ Retailers: supplier loyalty ~ Retailers: ordering procedures ~ Retailers: frequency of deliveries ~ Retailers: method of payment ~ Retailers: reactions to advertising & sales promotion ~ Retailers: product reject / returns rate ~ Retailers: product reject / spoilage rate whilst held ~ Retailers: product reject / return rate after purchase ~ Retailers: satisfaction with existing products ~ Retailers: satisfaction with existing suppliers & sources ~ Retailers: satisfaction with existing methods of supply & distribution ~ Retailers: satisfaction with suppliers' product levels ~ Retailers: satisfaction with availability of product ~ Retailers: satisfaction with quality & specifications of products ~ Retailers: satisfaction with deliveries / frequency & up-take ~ Retailers: satisfaction with ordering procedures ~ Retailers: satisfaction with terms of trading ~ Retailers: satisfaction with after-sales services received from suppliers ~ Retailers: satisfaction with availability of advertising support & POS / promotional materials ~ Retailers: satisfaction with technical & other assistance received ~ Retailers: satisfaction with technical documentation / instructions ~ Trade: current purchasing criteria ~ Trade: purchasing criteria - future trends ~ Trade: the availability -v- price question ~ Trade: the quality -v- price question ~ Trade: attitudes towards discount / unbranded / own-brand products ~ Trade: frequency of purchase/s ~ Trade: buying patterns ~ Trade: mode of ordering by retailers ~ Trade: delivery / service area ~ Trade: sales call frequency per regular customer ( average - delivery & servicing ) ~ Trade: mode of payment by retailers ~ Trade: discounts offered to retailers ~ Trade: retailers attitude towards price -v- availability ~ Trade: frequency of deliveries to retailers ~ Trade: supplier loyalty ~ Trade: number of competitive producers represented ~ Trade: dealers sales promotional activities to their retailers ~ Trade: dealers sales promotional activities mix ~ Trade: producers sales promotion most influencing dealers ~ Trade: inventory financing ~ Trade: dealers problems with products ~ Trade: experiences of warranty / reject claims ~ Trade: satisfaction with quality of product received ~ Trade: satisfaction with availability of product ~ Trade: satisfaction with producers product levels ~ Trade: satisfaction with producers ability to fulfil orders on time ~ Trade: satisfaction with producers delivery frequency & up-take ~ Trade: satisfaction with producers ordering procedures & formalities ~ Trade: satisfaction with producers terms of trading ~ Trade: satisfaction with producers credit & other financial details ~ Trade: satisfaction with own product levels ~ Trade: satisfaction with existing products & product ranges ~ Trade: satisfaction with existing suppliers & sources ~ Trade: satisfaction with existing methods of supply & distribution ~ Trade: satisfaction with quality & specifications of products ~ Trade: satisfaction with after-sales services received from suppliers ~ Trade: satisfaction with availability of advertising support & POS / promotional materials ~ Trade: satisfaction with technical & other assistance received ~ Trade: satisfaction with documentation / instructions ~ Retailers: buying patterns ~ Retailers: frequency of purchase/s ~ Retailers: attitudes towards discount / own-brand products ~ Retailers: the quality -v- price question ~ Retailers: the availability -v- price question ~ Retailers: retailers' purchasing criteria - future trends.

NATIONAL BUYER SURVEYS ~ Retailers: person/s initiating decision to re-order ~ Retailers: person/s negotiating terms with suppliers ~ Retailers: person/s approving / authorising order/s ~ Retailers: person/s monitoring results of purchases & sales ~ Trade: person/s initiating decision to re-order ~ Trade: person/s initiating decision to increase amounts purchased / total inventory ~ Trade: person/s initiating decision to introduce new products or brands ~ Trade: person/s deciding what products / brands are to be sold ~ Trade: person/s preparing orders / specifications for purchases ~ Trade: person/s evaluating products & brands available ~ Trade: person/s surveying suppliers & seeking quotations ~ Trade: person/s negotiating terms with suppliers ~ Trade: person/s approving / authorising order/s ~ Trade: person/s monitoring results of purchases & sales ~ Retailers: person/s surveying suppliers & seeking quotations ~ Retailers: person/s evaluating products & brands available ~ Retailers: person/s preparing orders / specifications for purchases ~ Retailers: person/s deciding what products / brands are to be sold ~ Retailers: person/s initiating decision to introduce new products or brands ~ Retailers: person/s initiating decision to increase amounts purchased / total inventory.

NATIONAL INDUSTRY PERFORMANCE SURVEYS ~ Credibility: Company Level ~ Customer Confidence at Company Level ~ Customer Confidence at Outlet Level ~ Customer Confidence in Company Managers ~ Customer Confidence in Company Staff ~ Customer Confidence in Specialist Company Staff ~ Customer Confidence in Company Contracts & Documentation ~ Customer Confidence in Company Advertising ~ Reputation at Company Level ~ Reputation at Outlet Level ~ Reputation of Company Managers ~ Reputation of Company Staff ~ Reputation of Specialist Company Staff ~ Staff Efficiency: Company Level ~ Staff Efficiency: Outlet Level ~ Staff Efficiency: Company Managers ~ Staff Efficiency: Company Staff ~ Staff Efficiency: Specialist Company Staff ~ Staff Efficiency: Contracts & Documentation ~ Staff Efficiency: Problem Solving ~ Staff Performance: Company Level ~ Staff Performance: Outlet Level ~ Staff Performance: Company Managers ~ Staff Performance: Company Staff ~ Staff Performance: Specialist Company Staff ~ Staff Performance: Contracts & Documentation ~ Staff Performance: Overall Customer Handling ~ Staff Integrity: Company Level ~ Staff Integrity: Outlet Level ~ Staff Integrity: Company Managers ~ Staff Integrity: Company Staff ~ Staff Integrity: Specialist Company Staff ~ Staff Integrity: Contracts & Documentation ~ Staff Integrity: Advertising & Promotions ~ Truth & Honesty: Company Level ~ Truth & Honesty: Outlet Level ~ Truth & Honesty: Company Managers ~ Truth & Honesty: Company Staff ~ Truth & Honesty: Specialist Company Staff ~ Truth & Honesty: Contracts & Documentation ~ Truth & Honesty: Advertising & Promotions ~ Written Communications: Company Level ~ Written Communications: Outlet Level ~ Written Communications: Company Managers ~ Written Communications: Company Staff ~ Written Communications: Specialist Company Staff ~ Written Communications: Contractual ~ Written Communications: Correspondence ~ Verbal Contact: Company Level ~ Verbal Contact: Outlet Level ~ Verbal Contact: Company Managers ~ Verbal Contact: Company Staff ~ Verbal Contact: Specialist Company Staff ~ Customer Handling: Company Level ~ Customer Handling: Outlet Level ~ Customer Handling: Company Managers ~ Customer Handling: Company Staff ~ Customer Handling: Specialist Company Staff ~ Customer Complaint Handling: Company Level ~ Customer Complaint Handling: Outlet Level ~ Customer Complaint Handling: Company Managers ~ Customer Complaint Handling: Company Staff ~ Customer Complaint Handling: Specialist Company Staff ~ Customer Problem Solving: Company Level ~ Customer Problem Solving: Outlet Level ~ Customer Problem Solving: Company Managers ~ Customer Problem Solving: Company Staff ~ Customer Problem Solving: Specialist Company Staff ~ Customer Comprehension of Product: Company Level ~ Customer Comprehension of Product: Outlet Level ~ Staff Comprehension of Product: Company Managers ~ Staff Comprehension of Product: Company Staff ~ Staff Comprehension of Product: Specialist Company Staff ~ Customer Awareness of Product: Company Level ~ Customer Awareness of Product: Outlet Level ~ Staff Awareness of Product: Company Managers ~ Staff Awareness of Product: Company Staff ~ Staff Awareness of Product: Specialist Company Staff ~ Customer Confidence in Product: Company Level ~ Customer Confidence in Product: Outlet Level ~ Staff Confidence in Product: Company Managers ~ Staff Confidence in Product: Company Staff ~ Staff Confidence in Product: Specialist Company Staff ~ Customer Service: Company Level ~ Customer Service: Outlet Level ~ Customer Service: Company Managers ~ Customer Service: Company Staff ~ Customer Service: Specialist Company Staff ~ Customer Service: Contracts & Documentation ~ Initial Customer Response: Company Level ~ Initial Customer Response: Outlet Level ~ Initial Customer Response: Company Managers ~ Initial Customer Response: Company Staff ~ Initial Customer Response: Specialist Company Staff ~ Information for Customers: Company Level ~ Information for Customers: Outlet Level ~ Information for Customers: Company Managers ~ Information for Customers: Company Staff ~ Information for Customers: Specialist Company Staff ~ Promotional Activity: Company Level ~ Promotional Activity: Outlet Level ~ Advertising Posture: Company Level ~ Advertising Posture: Outlet Level ~ Contract Documentation: Company Level ~ Contract Documentation: Outlet Level ~ Credibility: Company Advertising ~ Credibility: Company Contracts & Documentation ~ Credibility: Specialist Company Staff ~ Credibility: Company Staff ~ Credibility: Company Managers ~ Credibility: Outlet Level.
 

COMPANY + INDUSTRY PERFORMANCE PERFORMANCE, CREDIBILITY, CUSTOMER CONFIDENCE, REPUTATION, STAFF EFFICIENCY, STAFF PERFORMANCE, STAFF INTEGRITY, TRUTH & HONESTY, WRITTEN COMMUNICATIONS, VERBAL CONTACT, CUSTOMER HANDLING, CUSTOMER COMPLAINT HANDLING, CUSTOMER PROBLEM SOLVING, CUSTOMER COMPREHENSION OF PRODUCT, CUSTOMER AWARENESS OF PRODUCT, CUSTOMER CONFIDENCE IN PRODUCT, CUSTOMER SERVICE, INITIAL CUSTOMER RESPONSE, INFORMATION FOR CUSTOMERS, PROMOTIONAL ACTIVITY, ADVERTISING POSTURE, CONTRACT DOCUMENTATION.
 

Example:
Surveys


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