To strengthen their presence, or to diversify, companies must conduct a study of their market potential. This process allows them to know their internal and external environment.
To be able to make the right strategic decisions, a company’s sales management must map the market. It is necessary to study technological developments, analyze the competition and anticipate the appearance of new entrants. Finally, this information must be supplemented by customer interviews.
To carry out the study properly, the methodology is as follows:
The analysis of the competition is used to refine one’s own positioning and to differentiate oneself in the market. It also helps to identify the characteristics of the targeted market segment. Thanks to this data it is possible, according to the internal capacities of the company, to orient itself towards the most strategic segments for its development.
Once this analysis work is completed, the analyst will have to approach the market to complete this information. To do so, it will be necessary to select and contact relevant profiles. Following the creation of a questionnaire,
customer interviews will allow us to verify the results of the research.
The aim is to establish an evaluative diagnosis of the company’s business development capacity. This diagnosis will allow us to adjust the strategy of the company in order to carry out its activity and to launch into Business Development.
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