Management Consulting Series

The importance of marketing in enterprise management is self-evident, and for consulting companies, providing marketing advice to Party A is one of the important business sources. In marketing consulting projects, besides methodology, the application of consulting tools is also very important. Major consulting companies rely on leading consulting tools to complete various consulting projects and achieve customer satisfaction. 0 1 product combination tool 02 market analysis tool 03 customer analysis tool 04 competition analysis tool 05 price analysis tool 06 distribution analysis tool 07 personnel analysis tool 08 market research tool 09 advertising and promotion tool 10 advantages and disadvantages analysis tool 1ROS/RMS matrix 0 1 product combination tool The combination of a company's product combination generally depends on the form of competition and product transportation cost. According to Boston matrix, the company's products can be divided into four categories: cash cow products, star products, problem products and thin dog products. Accurately classify the company's products, and understand the situation of various products through the relationship between products and sales and GPM (gross profit margin). The general strategy of each product category: maintain market share, invest a little, and need to consider product innovation or product development; Star products: to maintain a high market share, we must make steady growth in investment, so that products can enter the cash cow products; Problem products: start to lose money, enter star products through promotion, or fall into thin dog products; Thin dog products: no special needs, products are eliminated; The life cycle leading-in period of current product portfolio: advertising, public relations and promotion; Development period: promotion and personnel sales; Maturity: advertising and promotion; Recession: promotion; The external factors of each product line understand how long the market of the enterprise will not be saturated in the future; Measures that enterprises should take, such as launching new products, other product lines and entering other markets; At present, the supplier situation of each product is a spare supplier analysis 02 market analysis tool. The general market mainly conducts market analysis and research through the following channels: investigating and analyzing existing users and potential users, collecting information of branches and partners, collecting relevant reports, visiting exhibitions and attending conferences, and collecting competitors' product catalogues, price lists and brochures. Market share Understand the market performance of competitors. Market area analysis 03 customer analysis tool can mainly understand the following aspects: business customer statistics and analysis, individual customer statistics and analysis, customer psychology, product/customer statistical analysis and evaluation. Current customer analysis current personal customer analysis customer psychological analysis product customer analysis product customer statistics customer's evaluation of current product portfolio 04 Competitive analysis tools can understand the following aspects: SWOT compared with competitors, target market situation of competitors, price of competitors, dealer and distributor management, competitive strategies, means and marketing strategies and means of competitors, and improvement measures for disadvantages. The competitive position of the current product portfolio, the comparison of competitive products, and the marketing strategies of competitors. The price analysis tool mainly understands the following aspects: whether the price target has been achieved, the reasons for not achieving the price target, what is the successful price strategy, and what mistakes exist in the unsuccessful price strategy. The current product portfolio price analysis, strategic products and similar competitive products price analysis 06 distribution analysis tools can understand the following information through analysis: whether the distribution target has been achieved, the reasons why the distribution target has not been achieved, what is the successful distribution strategy, what are the mistakes of the unsuccessful distribution strategy, how to adjust the distribution target and strategy, whether the distribution channel is effective, and how to adjust, optimize and manage the distribution channel. Distribution Objectives and Strategies Distribution Channel Analysis 07 Personnel Analysis Tool Through analysis, we can mainly understand the following information: the proportion of marketing personnel to company employees, the average sales volume of marketing personnel, the per capita expenses and total expenses of marketing personnel, the proportion of marketing personnel's development expenses to sales volume and market budget, and the comparison between current expenses and market average level. Number of marketing personnel Sales performance analysis Sales personnel analyze the current sales training plan 08 Market research tools have a clear understanding of products and their markets through investigation, and at the same time, products can be continuously improved through market research, analysis and sorting to better serve the target customer base. Market research plan Market research effect 09 Advertising and promotion tools Through the above analysis, we can mainly understand the following aspects: the percentage of total advertising expenditure to total sales, the percentage of total advertising expenditure to total market budget, the proportion of current advertising expenditure to market average, the advertising effect this year, and the adjustment measures that need to be taken. Promotion goal and strategy media combination analysis tool advertising agency information 10 advantages and disadvantages analysis tool advantages and disadvantages problems and possibilities problems refer to possible problems of products or other problems they face, such as the threat of substitutes; Possibility refers to the opportunity of products in the market; 1 1ROS/RMS matrix, also known as sales return and relative market share matrix, is mainly used to analyze the development strategies of different business units or products of enterprises. The model holds that the sales of a business unit or product in the market should be directly proportional to its relative market share in the market. The higher the sales of the business unit or product, the higher the sales return provided by the business unit or product to the enterprise. material