MARKETING STRATEGY & ANALYSIS
This page was created to act as the index page for strategic and analytical projects that I have performed for clients and to perhaps interest you in using my services.
Feel free to read on or click on whatever client’s projects are of interest to you.
Great Marketing Strategy is created from extensive market research and analysis. Clients should be aware that while many projects or market analysis can be performed using free public and private company data, many will benefit greatly by using primary or paid original research. That is, if you really want to find out what the market, customers or competitors think, sometimes it’s best asking original targeted questions. I can perform this task (see the MARKET RESEARCH section) or accomplish this vital task via external agencies.
However anyone who has developed a strategy will understand the scope of that the strategy for a single product or division can be quite focused, and may need to be adapted to the overall company strategy. The Logo buttons on this page highlight some of the marketing strategy and analysis that I performed.If you would like me to perform similar tasks or completely dissimilar work, I am open to discussions, please contact me.
WHY YOU WILL WANT TO READ EACH SECTION
Mayne Group: Employed as the only Senior Market Analyst in this $6B monolith, I was responsible for creating their highly accurate market share reports. See the total dominance they had in at least two of their markets …
CLISPAL: Working in Product Management in Australia’s oldest and highest market share electrical manufacturer was exciting. See what strategy and analysis I performed on a $20M portfolio before this company got taken over.
Drake International: Founded in 1951 and in 11 countries this recruitment firm were set for big things. My mission was to create a world’s best practice Marketing License program but I also managed to create a model applicable to any part of Australia to estimate a regions potential recruitment revenue.
Adaps: A top 5 Melbourne IT recruiter. As marketing manager my Strategy & Analysis ranged from re-branding the company and a complete overhaul of the website, to original analysis of the Melbourne IT market demand and Supply characteristics.
Ticketmaster: The leading ticketing agency in Australia had never surveyed its vast email membership or analysed the value of its email campaigns or homepage real estate. These are some of the exciting projects I took on there.
One useful definition of Marketing Strategy is: “A written plan (usually a part of the overall corporate plan) which combines product development, promotion, distribution, and pricing approach, identifies the firm's marketing goals, and explains how they will be achieved within a stated timeframe. Marketing strategy determines the choice of target market segment, positioning, marketing mix, and allocation of resources.” (ref businessdictionary.com).
Thus you can see that overall marketing strategy is a lot like PRODUCT MANAGEMENT, except that it usually cohesively covers the plan for the whole company.
Market Analysis Definition: One good definition of Market Analysis (www.netmba.com) is that the “goal is to determine the attractiveness of a market and to understand its evolving opportunities and threats as they relate to the strengths and weaknesses of the firm.” While this section looks at Strategy and Analysis from inside major companies, the section on MARKET ANALYSIS shows how these principles can be applied for start-up companies.