Market analysis and customer analysis

From Internet Web School

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.

[Edit] 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.

[Edit] 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.