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Insight
Published in Wanda Grimsgaard, Design and Strategy, 2023
Analysis of competitors: Conducting a competitor analysis requires sufficient data on competitors, such as who they are, what resources they have, what products or services they offer, and visible strengths and weaknesses of their strategies. One way of conducting a competitor analysis is to classify existing and potential competitors in the market based on the market demand they serve and their resource base. This could bring clarity as to whether, and to what extent, they constitute a competitive factor. In the analysis presented here, the focal firm (the company that makes the analysis) is referred to as the company, while the analysis objects are referred to as businesses. The analysis is based on Paditar (2017), see Figure 2.23:
Use of PR and Advertising Agencies for Effective Marketing
Published in R. David Whitby, Lubricant Marketing, Selling, and Key Account Management, 2023
The agency brief should have the following sections: Introduction: The background to the project, the overall aim, the opportunities and threats faced by the company and the general marketing programme.Pitch timing: The timeframe during which a selected number of agencies will be asked to pitch for the contract.Objectives: These will include the overall corporate objectives and the specific marketing objectives. The communications objectives and the specific project objectives will be derived from these. The project objectives should be as detailed as possible.The brand: Whether the product or service is one of the company's master brands or a subsidiary brand.The market place and customers: The principal concerns and needs of the target audience, including why they buy, what factors they consider and how they view different products and suppliers.Competitor analysis: Information about which competitors market similar products, how the competitive offerings compare, the product's key benefits or unique selling points and how competitors are viewed by customers.Market research: Information on customer surveys, product reviews, customer satisfaction surveys, media coverage, feedback from focus groups and feedback from social media analysis.Previous campaign activity and results: Outcomes from earlier marketing activities for this product or service or similar products or services.Mandatory inclusions: Company-specific information that must form part of the project's objectives.Product/production lead times: For new product introductions, the timeframe for launch activities.Internal contacts and procedures: People and processes in the client company who need to be kept informed of progress or problems with completing the project.Terms and considerations: Standard legal contract requirements.Budget: The upper limit on company expenditure for the project.
Medical device development, from technical design to integrated product development
Published in Journal of Medical Engineering & Technology, 2019
Jovany Uribe Ocampo, Paulo Carlos Kaminski
Thus, the output is the technology and market data, which includes technological, and product trends, market segmentation, market positioning and competitor analysis. With these data, the portfolio of products to be developed is analysed, proposed and defined. Table 8 indicates the activities, the input and the output of the Pre-Development.