Markets research and Analysis of Potential Internacional Markets

Service description

1. CONCEPT

It can be defined as the collection and analysis of information, with regard to the world of the company and the market where it is developed, carried out systematically or expressly, to be able to make decisions within the field of marketing eg. It is a powerful tool that should allow the company to obtain the necessary information to establish the different policies, objectives, plans and strategies that best suit its interests.

2.PROCESS OF INVESTIGATION OF LOCAL AND INTERNATIONAL MARKETS

The preliminary studies are intended to lay the foundations for future work, we will divide it into three sections:

  • 2.1. Analysis of the situation.
  • 2.2. Preliminary investigation.
  • 2.3. Determination of international objectives

3. REAL INVESTIGATION

Data Sources (internal and external).

Internal: they are within the company itself, that is, data that comes from the organization itself and that is found in the different departments.

External: They are outside the company. They are more important for obtaining data from the international market study. We will expand these.

External information sources can be, in turn, from:

  • a) First level (primary). They are those that come directly from the market itself: Clients, consumers, suppliers, companies, etc. The data would have to be obtained through different techniques, which we will see later.
  • b) Second level (secondary). They are made up of data already published and therefore available: Yearbooks of entities, sectorial reports, information from chambers of commerce, professional associations. The above must be reliable, contracted.

 

4.- Applications of international market research

If we outline the applications it has for companies, the following utilities are detected:

-Consumer analysis:

  • Uses and attitudes.
  • Motivation analysis.
  • Positioning and image of brands.
  • Typologies and lifestyles.
  • Customer satisfaction.
  • Power of purchase online, through e-commerce.

-Advertising effectiveness:

  • Advertising pretest.
  • Campaign posttest.
  • Follow-up (tracking) of advertising.
  • Promotional effectiveness.
  • Analysis of internet tools.

-Product analysis:

  • Concept test.
  • Multi-concept-multi-attribute analysis.
  • Price sensitivity analysis.
  • Product test.
  • Packaging and / or label test.
  • Brand test.

-Commercial studies:

  • Areas of influence of commercial establishments.
  • Image of commercial establishments.
  • Behavior of the buyer at the point of sale.
  • E-commerce possibilities.

-Distribution studies:

  • Audit of retail establishments.
  • Distribution behavior and attitudes.
  • Point of sale advertising.
  • Internet as a distribution channel.

-Media:

  • Media audience.
  • Support effectiveness.
  • Analysis of formats and contents.
  • Social media and social networks.
  • Sociological and public opinion studies:
  • Election polls.
  • Mobility and transport studies.
  • Sociological research.
  • Institutional studies.

5.- MARKET SEGMENTATION

5.1. CONCEPT.

Segmenting a market is breaking down the total potential market of a product or service into a number of sub-sets as homogeneous as possible, in order to allow the company to adapt its MK policy to each of the sub-sets.

A good knowledge of the market and consumer behavior is the first stage in the implementation of a marketing policy.

But the market is not all homogeneous. It is made up of thousands of individuals different from each other, depending on their habits, their tastes and their demands.

5.2. MAIN SEGMENTATION CRITERIA.

There are, a priori, a thousand possible ways to segment a market. The most frequent segmentation criteria can be classified into four categories:

Geographical, demographic, and socio-cultural criteria.

Personality and "Lifestyle" criteria.

Behavior criteria for a specific product.

Criteria of psychological aptitude with respect to a certain product.

5.3. POSITIONING IN THE MARKET.

Once a company has determined which segments it is going to enter, it must decide what its positioning strategy will be in the market, that is, what positions it is going to occupy in the chosen segments.

5.4. SEGMENTATION STRATEGIES.

In general terms, once the market segments have been defined, the company can choose between three different strategies.

Undifferentiated Marketing.

Differentiated Marketing.

Concentrated Marketing.

5.5. CONCLUSIONS.

In conclusion, two observations can be made regarding segmentation:

The choice of a market policy goes beyond the limits of the Marketing function, since the decision depends on the resources of the company, what the competition does, in addition to other external factors.

Segmentation has long been considered the miracle cure for poor marketing strategies.

6. Conclusion

Part of the success of companies that have quickly gained market lies in their strategy of positioning by price in points where there are low frequency or untapped niches. We have the example of Building Global Investment LLc and several other companies that have understood that the price strategy can break any barrier to competition in highly competitive markets.

A detailed analysis of prices can lead our company to find the desired market niche and therefore, competitive success. The well-analyzed price targeting strategy replaces traditional channel competition methods, based on short-term tactics that only temporarily benefit sales.

The simplicity of a price histogram can help us not only understand where to price our product, but also to negotiate different prices with the various channels we sell to. In addition, if we have the price database, we can make a more detailed analysis of the differences in prices at the regional level, by type of packaging and by retail format.

When a marketing strategy is supported by a good analysis of positioning by price, success in the market is assured, even in the most competitive scenario.

7. Description:

Our package or service is based on complete research for a period called by us FULL TIME.

This means that the objective of your company will be analyzed, creating a great development in large areas to achieve the final result including surveys at an international level, compared with major brands in the sector for a total of 300 hours of continuous work to achieve the final result

This package is the only size we have to cater to your market.