Market Assessment & Audit
Effective marketing relies upon a sound knowledge of an organisation’s market. A market assessment examines the data available on the existing and potential market, including data analysis set in the context of secondary information.
A great deal of very valuable secondary data is available from a range of sources, and we can advise on the data to use to inform a market assessment. We can review market opportunities to increase volume of sales, whether from segments that are not currently being attracted or through increased frequency of attendance. We also offer customer mapping to visually demonstrate an organisation’s penetration of households and of the potential market by postcode district or local area.
As well as incorporating a market assessment, a typical marketing audit includes: a review of the product “offer” made to audiences; sales analysis; customer behaviour analysis; a review of current marketing activity and its relative effectiveness; a review of the operating environment and analysis of competitors.
