Market analysis and customer analysis
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Revision as of 03:13, 3 July 2020
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Marketing Research and Pathfinding
Contents |
Overview
In order for an organization such as a company to provide its own products and services,
by knowing customers and creating products and services that match the customers, various management resources
can be efficiently used. The activity to know this customer is marketing research. Market research
is conducted by companies in order to understand the needs of customers who are the targets of their products and services. However,
the purpose is not only to analyze the current situation, but companies (managers) are planning to manage business policies
in the future. It also serves as a guide for making various decisions and gives important information
for marketing activities such as new product development.
Philip Kotler
Market analysis
As business scholar Phillip Kotler suggests, "trying to enter the market without investigating is like trying to enter the market without seeing it,"
companies are about to enter. It is very important to investigate the market environment in which it operates.
[Main survey methods] Paper surveys (questionnaire) surveys, online questionnaire surveys using
the Internet, interview surveys of target people, observation surveys, experiments, etc.
can be mentioned. In addition, it is possible to grasp the market size by using government materials
such as the national census and the reports of research specialists. In addition,
it can be said that the important findings of the survey are the changes found in the area under
the jurisdiction, the information heard and heard, and the information obtained
during the conversations with the customers.
Main analysis methods: "3C analysis" There is a 3C analysis that analyzes the market environment from the perspective of customers, competitors, and the company, and searches for issues in management strategies. Sometimes 4C analysis is performed by adding Cooperator analysis to 3C analysis.
Customer perspective:
Customer characteristics/needs/purchasing motives/preferences/market size/market value
Competitor's perspective:
Characteristics, share, strengths and weaknesses of competition
Company's perspective:
Characteristics of the company, strengths of the company, points of differentiation
Other analytical methods
Text mining
Data mining
Conjoint analysis
Customer analysis
It is necessary to know the customer in more detail based on the customer's
lifestyle (subscription, activity range, activity pattern, etc.), the customer's age group, annual income,
and residential area.
The term "customer" used here means not only the person who purchases or uses a product or service,
but also the person who uses it, but the person who has the right to make decisions on negotiations and
purchases is also defined as a "customer". To do.
Main analytical methods: "decyl analysis"
A technique for highly analyzing the purchase price. The origin of the word "decyl"
is Latin, meaning "10 equal parts". Decyl analysis is an analysis method that divides all customers
into 10 equal parts and obtains useful information from them. It is possible to formulate marketing measures
by calculating the cumulative purchase amount ratio, which is the cumulative ratio from the top.
Main analysis methods: "RFM analysis"
R (recency: latest purchase date) When did you buy or recently purchased F (frequency:
cumulative purchase count) How often you buy M (monetary: cumulative purchase amount) How much you spend.
