IMAGE + SURVEY ANALYSIS gives a tabular & graphic analysis of the prevalent
image of the Target Company in terms of customers, distribution channels &
Overall National Surveys are provided as a point of comparison.
IMAGE + CUSTOMER SURVEYS: Companies (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
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 &
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
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.
SOCIAL CLASS DEFINITIONS
This section covers each of the Geographic markets mentioned above
THE CONSUMER OR BUYER LEVEL:
The Buyer Profile is given as a matrix BY YEAR & by:-
Up to 19;
20 - 24;
25 - 34;
35 - 44;
45 - 54;
55 - 64;
65 & over.
: Upper Middle Class
: Higher managerial, administrative
: Middle Class
: Intermediate managerial //
: Lower Middle Class
: Supervisor or clerical
: Skilled Working Class
: Skilled manual workers
: Working Class
: Semi- &
unskilled manual workers
: By Region & Major Urban Conurbation.
is important to establish the compatibility between the Company & the
Product, Marketing, Supplier, Distribution / Customer Interface & Customer
factors & parameters in each of the markets investigated in this report: the
above analysis provides this data.
Obviously such an analysis can assist readers in evaluating the areas which
might produce problems for the marketing of the product & also areas of
opportunity which may be exploited by the Company when marketing or
distributing the product/s in each of the areas concerned.
main purpose of these analyses is of course to attempt to provide a rational
& objective basis with which to compare & evaluate the factors & parameters
critical to the Company in the provision of products & services.
NATIONAL CONSUMERS PROFILES
STATUS + ENVIRONMENT
This section gives a
of the various aspects of Company status, standing and relative performance in the
industry and Market-Place. The data is given as a matrix by Subsidiary, Division, Unit or
COMPANY PHYSICAL PROCESS CONSIDERATIONS: physical process difficulties; physical process
capacity; physical capacity; flexibility of plant & equipment; ability to vary the
product range; age of plant & equipment.
COMPANY SUPPLIES CONSIDERATIONS: materials & supplies purchasing & sourcing stock
levels & inventories of materials & supplies; dependence on sub-contractors &
outside workers; buying influence & purchasing power.
COMPANY MANPOWER CONSIDERATIONS: manpower & labour availability; labour & union
relations; wage rises & wage demands; payroll levels in relation to competitors;
salaried staff remunerations relative to competitors; technical capabilities of staff.
COMPANY COSTS & MARGIN CONSIDERATIONS: process stock & inventory levels;
flexibility of variable costs; adaptability of fixed costs; variability of manpower costs;
direct costs relative to major competitors; research & development & product
COMPANY PRODUCT CONSIDERATIONS: product quality; product specifications; product design
& utility; product operating criteria & operating benefits; product efficiency
& performance; product reliability & integrity; product longevity & shelf
life; product life cycle & obsolescence; degree of customization & flexibility;
product technology & technological advantage; product interchangeability & usage.
COMPANY MANAGEMENT STRENGTHS: management strengths of senior corporate officers;
effectiveness of process managers; performance of sales & marketing managers;
efficiency of administration managers; aptitude of technical & research &
development staff; reliability of personnel managers.
COMPANY CORPORATE CONSIDERATIONS: upstream integration & economies of scale;
downstream integration & benefits; captive distribution channels; dependence on other
companies for supplies; dependence on other distribution channels to the market;
dependence on other marketing activity for sales support; dependence on customers.
COMPANY DISTRIBUTION CHANNEL CONSIDERATIONS: warehousing & handling; packing &
packaging; distribution network activities; stock availability; backlogs.
COMPANY CUSTOMER CONSIDERATIONS: geographic location of the customer base; dependence on
discrete customer bases; captive & assured customer base; concentration of customers;
frequency of product usage; size & volume of average turnover; customer servicing
relative to competitors; seasonality of demand & customer purchases.
COMPANY MARKETING CONSIDERATIONS: advertising & sales promotion posture &
activity; total marketing costs; sales promotion costs; salesforce & selling costs
& expenses; advertising costs.
COMPANY COMPETITIVE CONSIDERATIONS: competitors' pricing policies & posture;
sensitivity to economic conditions; marketing spend relative to competitors;
aggressiveness of competitors' policies & postures; entry of new competitors into the
market; prices at company sales price; recent price increases at company level; prices at
retail or end users sales price; market share.
RELATIVE REPUTATION: general customer awareness of the company &
overall reputation; status of products; ranking of product quality; standing of service
provided; position of customer handling & interface.
RELATIVE PROMOTIONAL ACTIVITY: rating of overall sales promotion activity; comprehension
of advertising posture & the advertising message; effectiveness of sales personnel,
salesforce & ancillary staff; lucidity of sales literature & print.
RELATIVE PRODUCT AVAILABILITY:
rating of product general
availability; acceptability of product specifications; satisfaction with
delivery; assurance of order delivery performance; competence of order
handling & order taking; ability to supply products as contracted.
RELATIVE TECHNICAL COMPETENCE: rating of general technical competence; technical
expertise; application of product technology; product documentation & instructions;
level of product reject or return rates; status of general after-sales service
RELATIVE MARKETING FACTORS:
perception of product pricing; ranking of technical
superiority; fulfillment of service undertakings & the quality of service provided;
assurance of promptness; record of service promptness & delivery; satisfaction with
service levels; general ease of service use & procedures used; contentment with
service convenience, scheduling & off-take; perception of distribution network system
& efficiency; customer handling, flexibility & willingness to co-operate; equity
of terms of trading & contractual considerations.
RELATIVE STAFF PERFORMANCE: initial contact & responsiveness; contact with order
handling staff; negotiations with sales personnel; contact with administration &
account staff; interface with technical & specialist managers & staff; performance
of service personnel.
RELATIVE CORPORATE CONSIDERATIONS: upstream integration; perceptions of downstream
integration; performance of captive distribution channels; Utilization of other
distribution; benefits of other marketing activity; capture & dominance of specific
RELATIVE DISTRIBUTION CHANNEL CONSIDERATIONS: efficiency of warehousing & handling;
quality & attractiveness of packing & packaging; performance of overall
distribution activities; general stock availability; overall backlogs.
RELATIVE CUSTOMER CONSIDERATIONS: geographic location & spread of the customer base;
captiveness of existing customer bases; loyalty of the existing customer base; relative
concentration of customers; frequency of average customer purchases; average size &
turnover of customer service requirements; general level of customer servicing;
seasonality of customer demand for products.
RELATIVE PROMOTIONAL CONSIDERATIONS:
general advertising & sales promotion message;
marketing spend, Utilization & sales decay; specific sales promotions & activity;
salesforce effectiveness & performance; advertising efficiency.
RELATIVE COMPETITIVE CONSIDERATIONS: Overall pricing policy & its effectiveness;
sensitivity to the economic climate & conditions; competitive marketing effort;
reaction to competitors' policies & activities; reaction to the market entry of
competitors; attractiveness of pricing; ability to cope with & react to pricing
increases; overall competitiveness of end users sales pricing; general relative market
Product Quality & Quality Approvals; Product Design, Designers
Factors & Specifications; Product Criteria & Parameters; Research &
Development, Product Development & Customization Costs; Technology, Technological
Factors & Developments; Product Longevity + Performance, Efficiency & Integrity;
Product Reliability, Failure Rates & Defects; Product Criteria, Operation & Usage;
Technical Aspects, Technical Developments & Development Success; Product Life Cycles
& Product Obsolescence.
Warehousing, Handling & Distribution Channel Costs; Pricing at
Company's level; Pricing at End User or Consumer levels; Stock Availability, Lead Times
& Delivery; Sales Promotion & Selling Costs; Advertising Posture & Advertising
Costs; Competition & Competitors' Aggressiveness & Posture; Market Share &
Relative Market Shares; Seasonality, Cyclical Demand & Demand Fluctuations;
Sensitivity to Economic Conditions & Effect of Recession; After-Sales Servicing,
Requirements & Costs.
Physical Process + Handling Facilities & Capacity; Capacity &
Flexibility of Plant; Dependence on Sub-contractors, Input Materials & General
Suppliers; Technical Capabilities & New Product Developments; Technological Aptitude
& Technological Innovations; General Physical Plant & Equipment Capacity;
Economies of Scale & Own Buying Influence; Alternative Suppliers Base; Commitment of
Suppliers; Price & Pricing Advantages amongst Suppliers; Conditions of Sale &
Terms of Trading.
DISTRIBUTION CHANNEL & NETWORKS / CUSTOMER INTERFACE FACTORS: Technical &
Marketing Capabilities; Distribution Facilities & Manpower Availability; Commitment to
other Companies; Sales Volumes & Turnover requirements; Margins & Added Value;
Captive Customer Base & Customers Handled; Geographic Coverage; Sales Promotion,
Advertising & Salesforce; Synergy with Existing Products & Customer Bases;
Cash-Flow Requirements of the Distribution Channel; Capital - Distribution Channel.
CUSTOMER FACTORS: Consumption & Demand Factors; Purchase Background & Past Product
Purchases; Purchasing Criteria - Economic Factors; Purchasing Criteria - Motivational
Factors; Acquisition Costs, Service Pricing; Product Costs; Customer Awareness.
This section gives a database
analysis of the various Competitive Issues and Considerations which affect
the Company and its relative performance in the industry and Market-Place.
The data is given in relation to the various
Subsidiary, Division, Unit or Market sectors.
COMPETITIVE ISSUES + CONSIDERATIONS
Company production considerations: production &
process difficulties, manufacturing capacity, unit production capacity, flexibility of
production plant, ability to vary product range, age of plant & equipment
Company supplies considerations: materials acquisition & sources, materials
stock levels, dependence on sub-contractors, buying influence
Company manpower considerations: manpower availability, labour relations, pressure
of wage rises, relative payroll levels, relative salary levels, technical capabilities
Company costs & margin considerations: stock levels, variable costs, fixed
costs, payroll costs, direct costs relative to competitors, R&D / product development
Company product considerations: quality, product specifications, design, operating
criteria, product efficiency, product reliability, product longevity, product life cycle,
product customization, product technology, product usage
Company management strengths: management strengths: senior corporate officers,
management strengths: production staff, management strengths: sales & marketing staff,
management strengths: administration staff, management strengths: technical & R&D
staff, management strengths: personnel staff
Company corporate considerations: upstream integration, downstream integration,
captive distribution channels, dependence on other manufacturers, dependence on other
distributors, dependence on other marketing, dependence on customers
Company distribution considerations: warehousing & handling, packing &
packaging, distribution, stock availability, order backlog
Company customer considerations: location of customers, dependence on customer
base, captive customer base, concentration of purchases, purchase frequency, order size,
relative customer servicing, seasonality of demand
Company marketing considerations: advertising & sales promotion, marketing
costs, sales promotion costs, selling costs, advertising costs
Company competitive considerations: 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
Relative reputation: overall awareness by customers, overall reputation, reputation
of products, reputation of product quality, reputation of service provided, reputation of
Relative promotional activity: rating of overall sales promotion activity, rating
of advertising, rating of sales personnel, rating of sales print
Relative product availability: 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
Relative technical competence: rating of technical competence, rating of technical
awareness, rating of product technology, rating of product documentation, rating of
product returns, rating of after-sales services
Relative marketing factors: perception of product prices, technical superiority,
service factors, prompt delivery, whole order delivery, stock levels, ordering procedures,
delivery convenience, the delivery system, flexibility of customer handling, perceptions
of terms of trading
Relative staff performance: initial contact, order handling staff, sales staff,
administration staff, specialist staff, service personnel
Relative corporate considerations: upstream integration, downstream integration,
captive distribution channels, reliance on other manufacturers, utilization of other
distributors, benefits of other marketing, captive customer bases
Relative distribution considerations: warehousing & handling, packing &
packaging, distribution, stock availability, order backlog
Relative customer considerations: location of customers, captiveness of the
customer base, customer base loyalty, concentration of purchases, purchase frequency,
order size, customer servicing, seasonality
Relative promotional considerations: advertising & sales promotion, marketing,
sales promotion, salesforce, advertising
Relative competitive considerations: pricing policy, economic conditions, relative
marketing effort, reaction to competitors, new competitors, prices at MSP, price
increases, prices at RSP, market share.