Market monitoring to adjust marketing goals

Task

To study the market of electrical equipment and adjust the company's strategic goals for the next year in accordance with the forecasts.

Client

Russian manufacturer of electrical equipment, the niche leader. The company has been operating on the electrical equipment market for 30 years, and has several branches in Russia and the CIS.

Date

December 2017 - January 2018

Result

In accordance with the obtained data we built a model for the promotion of the Customer's brand in the market, built a system of marketing goals.

Type of Project

Research, Strategy, Brand

What we did

  • Calculated historical and current market volume in volume (units) and value (rubles), evaluated the dynamics and growth.
  • Described the applicable market segmentation in volume and value terms and calculated the client's shares in each of the segments.
  • Segmented the target audience into several categories: function, type of activity, region, etc.
  • Developed prioritized lists of product categories for different customer groups.
  • Evaluated the current and potential level of penetration by regions and federal districts.
  • Using ADL matrix gave expert characteristics of the market and position of the company in the market.
  • Carried out expert PESTLE-analysis and identified groups of factors having the greatest impact on the market.
  • Described the main market drivers and market risks.
  • Studied the factors of state regulation of the industry that can have a significant impact on the market and the Client's activities.
  • Taking into account the information obtained, we identified the target niches, built a brand promotion model in the market and gave recommendations on sales promotion.

Project Manager's comment

Each expert has his own vision of market analysis, a rather vague term. In order to understand how exactly to organize your work, you should, first of all, start from the purposes of the client - for example, it does not make sense to analyze the seasonality of demand if the goal is to reach export markets. Or it is not worth digging into global trends if the client needs to open a branch on the next street.

Market analysis in this sense is like a construction set - with a certain set of parts, that is, research methods, we can build any final product, adapting to the goals of the Client. In this case, we opted for a combination of several qualitative and quantitative techniques to get the most complete and objective picture of the market. It turned out great.

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