Let's give an example for clarity. There is a company that produces and sells pet products. In 2021, the company incurred losses, according to estimates, profits decreased by 20%. The company decided to conduct a marketing study. Specialists were instructed to visit factories and stores where the goods are sold. They planned to conduct a survey of buyers, as well as talk to companies that act as sales intermediaries.
During these events, it became clear that some stores significantly increased the permissible markup, which is why sales were worse. Other outlets did not strictly follow the company's product display regulations. In order to correct the situation, the company's management decided to exercise greater control over distributors, change the pricing policy, and add products to its assortment that are in high demand and available from competitors. After all these actions, the company was able not only to return to its previous income, but also to increase this figure by 5-6%.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers
Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website
40 Services for Working with Blog Content
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How to define your target audience without mistakes?
A proven guide to defining a company's target audience
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Methods of analyzing the company's marketing environment
It is important to understand that marketing research and analysis alone will not bring a company guaranteed profit. Everything depends only on whether the company can correctly manage the information obtained during marketing activities. Let's consider the main methods of marketing analysis of the company.