How is market research done? Market analysis in marketing

Marketing research is the search, collection, systematization and analysis of information about the situation on the market for the purpose of adoption in the production and marketing of products. It should be clearly understood that without these measures it is impossible effective work. In a commercial environment, one cannot act at random, but must be guided by verified and accurate information.

The essence of marketing research

Marketing research is an activity that involves the analysis of the market situation based on scientific methods. Only those factors that can affect the goods or the provision of services matter. These activities have the following main objectives:

search - consist in the preliminary collection of information, as well as its filtering and sorting for further research;
descriptive - the essence of the problem is determined, its structuring, as well as the identification of acting factors;
casual - the presence of a connection between the selected problem and previously identified factors is checked;
test - a preliminary testing of the found mechanisms or ways to solve a particular marketing problem is carried out;
forward-looking - suggest the foreseeing of the future situation in the market environment.

Marketing research is an activity that has a specific goal, which is to solve a particular problem. At the same time, there are no clear schemes and standards that an organization should follow when solving such problems. These moments are determined independently, based on the needs and capabilities of the enterprise.

Types of marketing research

The following main marketing researches can be distinguished:

market research (implies the determination of its scale, geographical characteristics, the structure of supply and demand, as well as factors that affect the internal situation);
study of sales (the ways and channels of sales of products are determined, the change in indicators depending on the geographical feature, as well as the main factors of influence);
marketing research of goods (study of the properties of products both separately and in comparison with similar products of competing organizations, as well as determining the reaction of consumers to certain characteristics);
study of advertising policy (analysis of own promotional activities, as well as comparing them with the main actions of competitors, determining the latest tools positioning of goods present on the market);
analysis of economic indicators (study of the dynamics of sales volumes and net profit, as well as determining their interdependence and finding ways to improve performance);
marketing research of consumers - imply their quantitative and qualitative composition (gender, age, profession, marital status and other indications).

How to organize marketing research

The organization of marketing research is a rather important moment on which the success of the entire enterprise may depend. Many firms prefer to deal with this issue on their own. AT this case practically no additional costs are required. In addition, there is no risk of confidential data leakage. However, there are downsides to this approach as well. Not always in the state there are employees who have sufficient experience and knowledge to conduct high-quality marketing research. In addition, the personnel of the organization may not always be able to approach this issue objectively.

Given the shortcomings of the previous option, it is legitimate to say that it is better to involve third-party specialists in the organization of marketing research. As a rule, they have extensive experience in this field and relevant qualifications. In addition, not being associated with this organization, they are absolutely objective look at the situation. However, when hiring outside experts, you must be prepared for the fact that high-quality research is quite expensive. In addition, the marketer does not always know the specifics of the industry in which the manufacturer operates. The most serious risk is that confidential information may be leaked and resold to competitors.

Principles of conducting marketing research

Qualitative marketing researches are a guarantee of successful and profitable work of any enterprise. They are carried out on the basis of the following principles:

regularity (a study of the market situation should be carried out in every reporting period, as well as in the event that an important management decision regarding the production or marketing activities organizations);
consistency (before starting research work, you need to break the whole process into components that will be performed in a clear sequence and inextricably interacting with each other);
complexity (qualitative marketing research should provide answers to the entire wide range of questions that relate to a particular problem that is the subject of analysis);
cost-effectiveness (it is necessary to plan research activities in such a way that the costs of their implementation are minimal);
efficiency (measures to conduct research should be taken in a timely manner, immediately after a controversial issue arose);
thoroughness (since market research activities are quite laborious and lengthy, it is worth carrying them out very scrupulously and carefully so that there is no need to repeat them after identifying inaccuracies and shortcomings);
accuracy (all calculations and conclusions must be made on the basis of reliable information by applying proven methods);
objectivity (if an organization conducts marketing research on its own, then it should try to do it impartially, honestly recognizing all its shortcomings, oversights and shortcomings).

Stages of marketing research

Studying the situation on the market is a rather complicated and lengthy process. The stages of marketing research can be described as follows:

formulating a problem (raising a question that needs to be solved in the course of carrying out these activities);
preliminary planning (indication of the stages of the study, as well as preliminary deadlines for reporting for each of the individual items);
coordination (all heads of departments, as well as CEO should familiarize themselves with the plan, make their own adjustments, if necessary, and then approve the document by a common decision);
collection of information (the study and search for data that relate to both the internal and external environment of the enterprise);
information analysis (careful study of the data received, their structuring and processing in accordance with the needs of the organization and;
economic calculations(financial indicators are assessed both in real time and in the future);
debriefing (formulation of answers to the questions posed, as well as the preparation of a report and its transfer to senior management).

The role of the marketing research department in the enterprise

The success of an enterprise is largely determined by the quality and timeliness of marketing research. Large companies often organize special departments for these purposes. The decision on the advisability of creating such a structural unit is made by management based on the needs of the enterprise.

It is worth noting that the marketing research department requires a lot of information for its activities. But it would be economically inexpedient to create too large a structure within one enterprise. That is why it is extremely important to establish links between different departments to transfer complete and reliable information. At the same time, the marketing department should be completely exempt from maintaining any reporting, except for that which directly relates to research. Otherwise, too much time and effort will be spent on side work to the detriment of the main purpose.

The marketing research department most often refers to top management company management. It is necessary to ensure direct links with the general management. But interaction with subdivisions of a lower level is no less important, since it is required to receive timely and reliable information about their activities.

Speaking about the person who will lead this department, it is worth noting that he must have fundamental knowledge of such an issue as marketing research of the organization's activities. In addition, the specialist must know organizational structure and features of the enterprise. According to its status, the head of the marketing department should be equated with top management, because the overall success largely depends on the effectiveness of the work of his unit.

Objects of marketing research

The marketing research system is aimed at the following main objects:

consumers of goods and services (their behavior, attitude to the offers available on the market, as well as the reaction to the measures taken by the producers);
marketing research of services and goods for their compliance with the needs of customers, as well as identifying similarities and differences with similar products of competing companies;
competition (implies the study of the numerical composition, as well as the geographical spread of organizations with similar production areas).

It should be noted that it is not necessary to conduct separate studies for each subject. Within one analysis, several questions can be combined at once.

Research data

Market research data is divided into two main types - primary and secondary. Regarding the first category, it is worth noting that we are talking about the information that will be directly used in the course of the analytical work. In addition, it is worth noting the fact that in some cases marketing research is limited to just collecting primary data, which can be:

quantitative - figures reflecting the results of activities;
qualitative - explain the mechanisms and causes of the occurrence of certain phenomena in economic activity.

Secondary data is not directly related to the subject of marketing research. Most often, this information has already been collected and processed for some other purpose, but in the course of the current study it can also be very useful. The main advantage of this type of information is its cheapness, because you do not need to make efforts and invest money to get these facts. Well-known managers recommend that the first thing to do is to turn to secondary information. And only after identifying the lack of certain data, you can start collecting primary information.

In order to start working with secondary information, the following conditions must be met:

the first step is to identify data sources, which can be both inside the organization and outside it;
further, the analysis and sorting of information is carried out in order to select relevant information;
at the last stage, a report is prepared, which indicates the conclusions made during the analysis of the information.

Marketing research: an example

In order to work successfully and withstand competition, any enterprise must conduct market analysis. It is important that not only in the process of functioning, but also before starting a business, it is necessary to conduct a marketing research. An example is the opening of a pizzeria.

Let's say you decide to start your own business. First, you must decide on the objectives of the study. This may be the study and analysis of the competitive environment. Further, the goals should be detailed, during which a number of tasks are defined (for example, data collection and analysis, selection, etc.). It is worth noting that on initial stage research can be purely descriptive. But, if you deem it appropriate, additional economic calculations can be made.

Now you must put forward a hypothesis, which will be confirmed or refuted during the analysis of primary and secondary information. For example, do you think that in your locality this institution will be very popular, as the rest have already become obsolete. The wording can be any, based on the current situation, but it should describe all the factors (both external and internal) that will attract people to your pizzeria.

The research plan will look like this:

definition of a problem situation (in this case, it consists in the fact that there is some uncertainty in terms of the advisability of opening a pizzeria);
further, the researcher must clearly identify the target audience, which will consist of potential customers of the institution;
one of the most popular marketing research methods is a survey, and therefore it is necessary to create a sample that will clearly reflect the target audience;
conducting additional mathematical research, which includes comparing the costs of starting a business with income determined on the basis of a preliminary survey.

The results of the marketing research should be a clear answer to the question of whether it is worth opening a new pizzeria in this locality. If it was not possible to achieve an unambiguous judgment, it is worth resorting to the use of other well-known methods of information analysis.

findings

Marketing research is a comprehensive study of the market situation in order to determine the feasibility of making a particular decision or to adjust your work according to the current situation. During this process, it is necessary to collect and analyze information, and then draw certain conclusions.

The subjects of marketing research can be very different. This is directly a product or service, and the market, and the consumer sector, and the competitive situation, and other factors. Also, several issues may be raised within a single analysis.

When starting a market research, you need to clearly articulate the problem that should be solved as a result of it. Next, an action plan is drawn up with an approximate indication of the time frame allotted for its implementation. After the document is approved, you can start collecting and analyzing information. Based on the results of the activities carried out, reporting documentation is submitted to the top management.

The main point of the study is the collection and analysis of information. Experts recommend starting work by studying the data available in secondary sources. Only in the event that any facts will be missing, it is advisable to carry out work on their independent search. This will provide significant time and cost savings.

It is aimed at identifying the characteristics of representatives target audience some commercial offer. This type of research may have much in common with or differ from marketing analysis. This depends on whether the market research needs to address the marketing processes already applied to it or to predict the reaction of market representatives to the possible use of a particular marketing strategy.

Main tasks and methods for their solution

The main objective of the study is to identify the characteristics of consumers. It should answer questions about what they want and trust, what they need and what they can do without. Today, the most important criterion has also become the solvency of representatives of those groups of the population that can become consumers.

During practical work first of all, prices for goods that fully or partially correspond to the customer's product range are examined. Various periods are analyzed, their characteristic features are revealed. For example, the very fact that people bought something at a certain price for a year may not make any sense if a new round economic crisis led to the bankruptcy of a number of city-forming enterprises. Market representatives will certainly be segmented. The groups are separated common features- gender, age, estimated income, geolocation or relation to some risk group.

The most difficult process is identifying market trends. Exactly because of this reason market analysis may use some marketing tools. They can be trial sales or sociological surveys.

Stages of the study

Specific methods of work are directly related to the original goal. In the event of a new business for the region, they are guided by the search for answers to the main questions.

will it offer be in steady demand;
what price range is acceptable;
what business development strategy can be the most promising;
what risks should be taken into account.

When looking for answers to these questions, you need to understand that any useful product or service will sooner or later find its consumer. The problem is what profitability will the company offer them to the public.

If the study is conducted for an existing business

Not always the need for the work of market analysts arises at the time of opening a new enterprise. Sometimes companies that have been operating for more than a year also face situations related to the need to re-examine the characteristics of their market. Most often this is due to the fact that some obvious problems have arisen. They may be:

demand for a product that turned out to be lower than predicted;
lack of certainty in the competitive position of the company;
insufficiently clear understanding of the social portrait of their consumers;
search for a method to reduce costs.

In some cases, market analysis may be included in the structure of anti-crisis measures. In any case, it's complicated research, which should be completely transparent for customers and culminate in the preparation of a package of proposals for the formation of the most effective business development strategy.

We have one service that I really like to perform. I feel like I'm in a spy movie starring me as I collect classified information to complete a top-secret mission.

Since we always work as a team, my colleagues help me. Do I present them as assistants who provide me with valuable information? thanks to which I will collect information bit by bit, summarize it and save ... not the world, but our client (or customer, if we speak the language of films).

What kind of service is this, where fantasy plays like that? Meet. This is marketing analysis.

what is marketing analysis

But after all, this is an analysis of data based on information that was collected as a result of various marketing researches for carrying out tasks (the same 4P) in order to generalize, systematize and change them.

How difficult... I will go

Whatoooo? Really! Let's just. Incomprehensible smart pages from Wikipedia and abstracts you can read on other sites. And now let's express plain language and clear sentences. Better yet, back it up with concrete examples.

What is marketing analysis in our understanding, or what do we do? Here are a couple of examples of the work we have done:

Example 1 The client has some land (7 hectares is not much :)), and he wants to build a camp site on it. He comes to us with the following questions:

What kind of hostel to build (concept required)?
What kind of marketing should be used to promote it?
What investments are needed?
How and in general will this whole idea pay off?

Example 2 The client has a company that sells woodworking equipment in one region and a great desire to go not even outside the region, but throughout Russia.

You just need to understand what product to go out with in the first place (a fairly wide range), what actions to take and what budget is needed for this.

Example 3 The client has his pretty successful business, but he wants to open a second, radically different direction.

There are certain plans to open a small plant (I will not reveal the niche). Of course, this is a little more complicated and the queries are as follows:

Development and ;
Development of an advertising concept with detailed study;
Detailed business and financial plans(of course, we do not specialize in this, but we have partners);
Well, of course, prepare all the documents for the bank (few people now have more than 100 million rubles in stock).

Such examples are far from the only ones, there is experience in developing hostels, niches in, launching a new product on the market, franchising, and so on.

I think my analogy with movie spies is now clear. Business plans with numbers are one thing, but researching the client's competitors, and even throughout the region or country, is a completely different calico.

But this is in our understanding. And if we return to the classical concept, then marketing analysis is necessary when:

Market research;
Market trends;
Studying demand and the factors that influence it;
Studying prices and pricing;
Studying competitors (especially strong or fast-growing ones) and competitiveness;
Studying your company (its strengths and weaknesses);
And a dozen more subtasks.

what to do for analysis

"How many terrible words." This is the phrase that comes to my mind when I start reading the description of what needs to be done to conduct a marketing analysis:

Carrying out marketing research;
Collection, processing and generalization of data obtained as a result of research;
Selection of key points from the processed data;
Conceptualization (God, what scary word!) - processing of key points and consideration in the right way;
Extrapolation (but who invents them!) - determining how this data will be played in the long term;
Creating conclusions.

I translate into human Russian, plus I immediately explain what needs to be done step by step in order to conduct a more or less human marketing analysis. Yes, generalized, but understandable.

Marketing Analysis market. Collect all the information about the market that you can find and reach. Thanks to the Internet, you have almost all the information that exists in the world. So look, it's not difficult. For example, I found all the relevant statistics I needed on settling in hotels / hostels / hotels in the city I needed.
By the way, there was a rather interesting scandal recently. European student decided to nominate for the Nobel Prize, thanks to the results of the study, which he did. The scandal is that it is based on medical reports, rather closed, but leaked to the Internet;
Marketing analysis of a firm/organization/company. You study the entire organization from the inside. Everything means everything! Marketing, sales, sales, production. Everything that happens within the company, all business processes. And then suddenly it happens that marketing you in production company adjust, but forget about production, and instead of the prescribed 3 days, orders will be fulfilled in 10-14 days.
Marketing analysis of competitors. Here! This is the most important thing for any leader and owner. Or rather, the most enjoyable. Conduct competitor analysis and find out what they are better at. Guys, let's do this, if we are better than competitors, then in everything. That is why you study competitors;
Marketing analysis of the product. You need to determine how your product (in this case, this word includes both goods and services) will be competitive and viable when entering the market.
If organization analysis is necessary, competitor analysis is interesting, then product analysis is what the whole analysis is for, so study it in detail and consider all possible options;
Marketing analysis of the project. Everything is simple and clear here. It is necessary to estimate and calculate how viable the whole project is in the long term (1-3-5-10 years), and whether it is worth starting it.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

let's move on to practice

AT general theory theory and nothing else. But we need practice. Let's imagine that you decide to do a marketing audit yourself.

Market analysis

In short, find all the information you can about the market (supply and demand). If you want to consider what exactly, then here is an article to help you, which we already wrote earlier -. In addition, these services will help you:

Federal State Statistics Service - thanks to this service, you can find extremely interesting and, surprisingly, up-to-date information;
Estimating the market volume is generally a service for checking a counterparty, but with correct setting and, as they say, “if you dig deeper”, you can pull out interesting data.
For example, estimated sales in a certain niche (data are taken from the financial statements of companies). I highly recommend.

Company analysis

First impression of the company;
First contact;
Sales algorithm;
Marketing;
Competence of employees and owner.

And now attention!

The first 2 points should be checked and performed not by the business owner and not by the manager. It's banned. This should be a completely independent person who will then tell you the whole truth.

It does not sound very pleasant, but if you let a professional into your company, he will tell you a lot of new and interesting things about the company itself and about your employees.

Competitor analysis

As I already wrote, this is the favorite pastime of most entrepreneurs, who play spies in this very block.

I watch...

You need to identify your main competitors. At least 3-5, and not one or two, as is commonly believed;
Find all the information about them on the Internet. In particular, see and swipe the detailed . social networks, current location;
Run a mystery shopper to them. If you can't go, send a friend. But it is better to hire a professional company with audio recording and reports (of course, you need to prepare them in advance and on your own);
Collect all advertising information and analyze them. On the Internet, offline (billboards, newspapers, magazines);
Based on this information, make a list of weak and strengths your competitors.

We consider patency

Come in the morning and do it inexpensive purchase. In the evening you make a second purchase from him. The trick is that if you have a cash desk, you get a check with a number.

By calculating the difference between checks (= number of customers per day) and multiplying it by the average check and by the number of days in a month, you can calculate the approximate turnover of a competitor.

Relevant for catering and retail stores(especially with inexpensive products).

Product analysis

This is where you have to work hard. To do this, you must first know the answers to the following questions:

Who is yours?
Is there a detailed one?
And carried out?
Then what are their weaknesses that we can take away, strengthen them and rise through this?
What will be our positioning? And the USP?
Is the marketing thought out and worked out?
Are the distribution channels well thought out?

And dozens of similar questions that you need to answer. Think it doesn't matter? Well then, congratulations!

You plan to do "marketing from the market, not from the product." This is the trap many entrepreneurs fall into. In detail about this and about what it threatens, I wrote in the article.

Are you interested in marketing analysis? Search as much as possible detailed information? In this article, we will consider what marketing analysis is in general and what methods of marketing analysis exist, where and when they are used, which ones have advantages and disadvantages.

Marketing Analysis represents the analysis, transformation of data in marketing, their systematization, interpretation and modeling, which were collected in the course of marketing research, as one of the components of the concept of the marketing mix "4P". Various methods of marketing analysis and their combined use make it possible to reliably assess the current market situation, as well as to develop ways to improve the economic performance of an enterprise.

Goals and objectives of marketing analysis

The purpose of marketing analysis is to assist in the development and adoption of rational management decisions under conditions of uncertainty.

Marketing analysis allows you to solve the following tasks:

Market research and substantiation of trends and dynamics of its development;
Identification and analysis of factors that have a greater impact on demand;
Analysis of the pricing strategy and its justification;
Identification and analysis of existing and potential competitors of the company;
Assessment of the strengths and weaknesses of the activities of enterprises, its advantages and disadvantages;
Assessment of competitiveness and development of ways to improve it;
Analysis and identification of the most effective methods sales promotion.

To solve all these problems, various methods of marketing analysis are used.

Directions of marketing analysis

The main areas of marketing analysis are operational analysis and strategic analysis .

Operational marketing analysis- a set of actions to study the market and influence it. An operational marketing plan, as a rule, is drawn up for a year and is detailed. As part of operational marketing analysis, resources are allocated, current adjustments are made, and specific activities are planned.

Reasonable operational decisions are made by solving the problem of optimal budget distribution within the framework of multicriteria optimization procedures.

Strategic Marketing Analysis- a set of continuous and long-term marketing activities aimed at increasing average market indicators through the systematic implementation of a policy of creating goods or services that have a higher customer value compared to competitors.

Strategic marketing includes clarifying the company's mission, defining or clarifying its goals, developing a development strategy, drawing up a balanced structure of the company's product portfolio.

Marketing analysis is carried out using statistical, mathematical, econometric and other methods of analysis.

The methods of marketing analysis used in practice include:

Statistical;
Mathematical;
Heuristic (or methods of expert assessments);
Multidimensional (matrix);
hybrid;
Modeling of processes and risks.

Let's look at the methods of marketing analysis in more detail, and we should start with a definition.

Definition of marketing analysis methods, their advantages and disadvantages

Statistical methods of marketing analysis represent an analysis of relative, absolute and average indicators, grouping, various factor models of an index, trend or regression type, as well as variational, dispersed, correlation, cyclic or multivariate analysis. To statistical method include analysis of differences, relationships, as well as descriptive, inferential and predictive analysis. The above methods can be applied both individually and in combination, and serve to study massive, systematic or repetitive phenomena and to predict the behavior of market participants.

So, for example, regression analysis helps answer the question about the degree of influence of various factors on the object of consideration. As part of the regression marketing analysis, a graph of the dependence of some values on others is preliminarily built, on the basis of which a suitable mathematical equation is selected, after which the parameters of the equation will be obtained by solving a system of normal equations.

As a rule, regression analysis is used to study the relationship between a predetermined dependent variable (for example, the quantity demanded) and one or more independent variables (for example, the price of a product, consumer income) in order to determine the closeness of the relationship between variables and the dependence between them in order to predict values dependent variable in the future.

The advantages of the regression method of analysis include the fact that, as a rule, measured variables are used to build models, and not the features of the properties of the dependence under study. Such models are often difficult to interpret, but are more accurate. However, a disadvantage of regression analysis is that models that are too simple, as well as models that are overly complex, can lead to inaccurate results or erroneous interpretations.

Mathematical methods of marketing analysis are the calculation of the complex pricing, prices, advertising budget, justification and choice of location. This method also includes an assessment of the competitiveness of the product, as well as an ABC analysis of the assortment for various modifications of goods that meet the needs of various market segments.

So, for example, ABC-analysis is a method by which you can classify the resources of an enterprise according to their degree of importance. The method is based on the Pareto principle, which states that 20% of all goods or services provide 80% of the company's turnover. With regard to ABC analysis, the Pareto principle can express the following meaning: systematic control and management of 20% of positions makes it possible to control 80% of the system (stock of raw materials, goods or services of the company).

Category A - 20% of the most valuable products in the assortment, providing 80% of sales;
Category B - 30% of the range, providing 15% of sales;
Category C - 50% of the least valuable assortment, which provide only 5% of sales.

This method of analysis is often used in logistics to track the shipment volumes of a certain assortment and the frequency of access to certain positions, or to rank customers by volume and number of orders.

The advantages of this method are its simplicity, transparency and versatility. It can also be automated. The disadvantages include such limitations as the one-dimensionality of the method used (the ability to consider only 1 variable or object), the division of indicators only according to quantitative characteristics without taking into account qualitative ones, which results in an average result in each of the groups of objects under study.

To expert assessment methods include methods that are based on experience, intuition and imagination, used to quantify phenomena for which there are no other methods of measurement. This group of methods includes such as the theory of catastrophes, the method of collective generation of ideas, the Delphi method.

The last method contains the idea that if one collects and generalizes correctly individual assessments market situation of various experts, it becomes possible to obtain a collective opinion that will have sufficient reliability and reliability.

The arguments in favor of using this method are as follows: the Delphi method allows you to develop independence of thinking individual people in one group, and also contributes to a calm and objective study of the problem. However, the use of this method can be complicated by the fact that such an approach takes a long time to organize, and also that the estimates can be overly subjective as a result.

Matrix methods of marketing analysis represent the construction and analysis of multidimensional matrices for modeling situations and behavior of market participants. For example, SWOT analysis, McKins matrix.

SWOT analysis is aimed at identifying and analyzing the factors of the internal and external environment of the enterprise by dividing them into 4 categories:

To internal factors that the company can influence include:

Strengths (strengths of the enterprise);
Weaknesses (his weaknesses).

External factors that the company cannot influence include:

Opportunities (opportunities for the company);
Threats (threats to her).

The advantages of this method of analysis include its versatility and applicability to various areas of economics and management, as well as flexibility in choosing the analyzed elements according to the goals of the analysis. Also, SWOT analysis can be used both as part of an operational analysis and in strategic planning in the long term. The use of the method most often does not require special skills and knowledge or narrow-profile education.

The disadvantages of the SWOT analysis are the lack of specific activities that contribute to the achievement of the set goals, the identified factors are not divided into primary and secondary, the relationship between them is also not established. This method allows you to see a static picture of what is happening, but not a forecast of development in dynamics, it requires the involvement of a large amount of data to build a complete picture, but does not allow you to get quantification situation, but only qualitative, which is often not enough.

Hybrid methods of marketing analysis– combination of deterministic and probabilistic characteristics in order to study complex market processes.

To conduct a hybrid marketing analysis, the results of forecasts obtained by other methods (for example, statistical) are used, and then an integrated forecast is calculated that contains the most reliable and reliable estimate (according to the Delphi method, for example).

Risk modeling methods are process models based on probability and decision theory and allow you to configure models of product or customer flows, as well as market reactions. This group includes, for example, the PERT analysis method (Program Evaluation and Review Technique), the Monte Carlo method, the discount rate adjustment method.

The last method is an adjustment to the original basic discount rate, which is considered risk-free. The adjustment is made by adding the amount of the required risk premium (risk premium) and calculating the investment portfolio return criterion (such as NPV or IRR). The disadvantages of the method include the fact that it does not reveal certain information about the real degree of risk, and according to the model under consideration, the risk premium increases proportionally, while in reality the opposite is often the case.

Stages of marketing analysis

Marketing analysis is carried out in several stages:

Data collection in the course of marketing research;
Generalization, grouping of the array of received data, their expression through a certain number of specified parameters;
Evaluation of generalized data, processing and interpretation of the results obtained for the customer;
Extrapolation, which determines which confidence interval the obtained samples are found in relation to the entire set of objects of attention;
Formulation of conclusions.

Types of marketing analysis and methods applied to them

Marketing analysis is usually divided into 6 types:

Market analysis, which is a strategic analysis and forecast of market development, market demand, modeling buying behavior. For this type of analysis, methods are used: GE matrix, series analysis and forecasting, SWOT analysis.
Competitive analysis, which examines the advantages, disadvantages and competitiveness of a market offer. Among the methods used, we should highlight the Porter matrix, factor analysis competitiveness, analysis of checks of competitors.
The analysis of the company, which belongs to the strategic type, reveals a complex of interrelations of the enterprise with external environment. The methods used include ABC analysis, surveys and interviews, market and target audience segmentation, as well as various statistical and mathematical methods.
Analysis of the results of a marketing campaign is a type of operational analysis that reveals the reaction of market participants to marketing events companies. Methods used for analysis: survey, secret shopper, hall test.
Project analysis is an analysis of the processes of a single marketing event or project. This type of analysis includes the same methods as for the analysis of the results of marketing activities, but only one project from the entire marketing campaign acts as an object of analysis.

Marketing Analysis (marketing analysis) - analysis of marketing data collected as a result of marketing research, as part of the implementation of complex marketing tasks ("4P"), their transformation, systematization, interpretation and modeling.

Marketing analysis in the classical sense- aggregate special types analysis, which have become widespread specifically in marketing and in a special way solve specific marketing tasks (for example, portfolio analysis, including using the BCG matrix or the McKinsey matrix).

Purpose of marketing analysis- Assistance in preparing for the adoption of sound management decisions in an uncertain market situation.

Tasks of marketing analysis:

market research and justification of market trends;
analysis of the main factors affecting demand;
analysis and justification of the pricing strategy;
identification of real and potential competitors of the enterprise;
assessment of weaknesses and strengths of activities, advantages and disadvantages;
assessment of competitiveness in general, identification of ways to increase competitiveness;
analysis of sales promotion methods and substantiation of the choice of the most effective ones.

In marketing, there are two main areas of analysis: operational analysis and strategic analysis:

Operational analysis in marketing- reveals a complex of interrelations of the firm with environment, assessment of the market reaction to marketing activities, analysis and modeling of consumer behavior in the market, as a reaction to marketing activities, the study of the opinions and preferences of consumers, analysis of the potential of their own company, competitive analysis;

Strategic Analysis in Marketing– assessment of the state of the market (balance, scale, capacity, proportionality of development, development trends, sustainability of development, cyclical development), analysis and forecast of consumer demand. Strategic analysis reveals a complex of interrelations of the firm with the environment.

Marketing analysis is carried out using statistical, econometric and other methods of analysis.

Marketing analysis methods existing and applied in practice:

statistical methods of analysis;
mathematical modeling;
modeling of processes and risks;
heuristic methods (methods of expert assessments);
multidimensional (matrix) methods of analysis;
hybrid methods of analysis in marketing.

Statistical methods of analysis in marketing- this is the analysis of absolute, average and relative values, groupings, index, trend and regression factor models, methods of variational, dispersion, correlation and cyclic analysis, methods of multivariate analysis: factorial, cluster, etc. Among the types of statistical analysis are descriptive (descriptive), inference analysis, difference analysis, relationship analysis, and predictive analysis. All of these analyzes can be used individually or in combination. They serve as the main means of studying mass, recurring phenomena and are widely used in predicting market behavior.

Mathematical modeling in marketing- these are calculations of the pricing system, price calculation, methods of choosing a location, compiling a set of advertising media and an advertising budget. This method includes assessing the competitiveness of goods, the so-called ABC analysis of the assortment by blocks of product modifications that meet the needs of various market segments.

Risk Modeling– process models based on theories of probability and decision theory. With the help of methods, models of commodity flows and customer flows, models of market reaction are built. Marketing risk modeling tools include market segmentation techniques, the so-called SWOT analysis - the study and assessment of the strengths and weaknesses of the company, its capabilities and threatening factors.

Heuristic methods or methods of expert assessments- based on intuition, imagination and experience. They are used to quantify those events for which there are no methods of measurement (the Dolphin method, the method of collective idea generation, catastrophe theory).

Multivariate matrix methods– modeling situations based on the construction and analysis of multidimensional matrices, behavior models (SWOT analysis, BCG matrix, McKins matrix).

hybrid marketing methods – combine deterministic and probabilistic characteristics. They are used, first of all, to study complex processes, for example, problems of commodity circulation.

Stages of marketing analysis:

Data collection as a result of marketing research;
Generalization of an array of data by expressing them through a limited number of key parameters;
Conceptualization - evaluation of the results of generalization, communicative processing and interpretation of the results in categories understandable to the customer;
Extrapolation - determining to what extent (in what confidence interval) the sample data are characteristic of the entire set of objects of attention;
Formulation of conclusions.

Marketing analysis of the market– strategic analysis of the forecast of market development, demand, modeling of consumer behavior.

Marketing analysis of the company- a strategic analysis that reveals a set of relationships between a company and the environment.

Competitive marketing analysis– study of the quality and competitiveness of the market offer;

Analysis of marketing campaign results– operational analysis of the market reaction to the marketing impact.

Marketing analysis of the project- a capacious concept, which is an analysis of the processes for the implementation of a single project.

Marketing analysis of goods (services, offers)- determination of the competitiveness of a given product in the market, understanding what is happening and what will happen to the product at a particular stage or at all stages of its life cycle.

Do not confuse marketing research and marketing analysis. Marketing research includes the collection, processing, storage and systematization of information. Marketing analysis involves conclusions - assessment, explanation, modeling and forecasting of processes and phenomena.