First, You Plan
"Plans are nothing. Planning is everything."
– Dwight D. Eisenhower
At Goldstein Group Manufacturing Solutions, we believe in planning
before doing. Most manufacturers do not have a strong marketing
capability. Even those with some marketing resources find that
the resources are overburdened or stretched very thin. Planning,
therefore, typically falls by the wayside and the "doing" takes
its place. When sales results fall short of forecasts or sales proposals don't
turn into new business, manufacturers often don't recognize that poor
planning led to poor performance.
Our Manufacturing MarketBuilder Process assists with planning
by helping you navigate changing markets, increased competition,
and sales and distribution challenges. Growing your business by
effectively penetrating new markets or improving sales to existing
markets requires actionable information. Our services include:
Market Growth Profile:
- Analysis of industry trends affecting your business
- Examination
of market drivers
- Identification of emerging or growing segments
- Analysis
of market segments; avoiding "ugly" segments
Customer Profile
- Determine most valuable customers
- Understand what customers
want
- Identify all customers in the value chain, not just the
transactional customer
- Conduct voice of the customer interviews
to learn real insights, not just anecdotes
Competitive Profile
- Analyze existing competitors and their strengths and
weaknesses
- Conduct confidential interviews of competitors
and competitors' customers
- Analyze marketing and sales
strategies of competitive companies
- Conduct competitive field
research via trade shows and other events
Product/Service Profile
- Plan and justify product development initiatives
- Align
products and services with the right customer/prospect segments
- Identify
the drivers of new product success
- Explore methods and techniques
to generate ideas for innovative new products
- Gain deeper understanding
of competitors' products
and their position in the marketplace
- Determine methods to
differentiate your product or service and focus on unique attributes
Sales Profile
- Analysis of channel effectiveness including agents, rep
firms, distributors and direct sales representatives
- Development
of brand strategies or brand messages in support of Unilateral
policies for their distribution channels.
- Examine performance
metrics by channel
- Develop or refine organizational structures
to maximize performance of channels
- Learn how to sell on
value, not on price
- Defend and protect customer assets through
strategic account management
- Improve sales performance by
integrating the right people with the right processes
Brand Profile
- Analysis of your company or product brand; understand
why a strong brand is important for manufacturers
- Develop
a brand architecture that protects current customers and increases
a prospect's likelihood to buy
- Making your brand compelling
and distinctive and using it as a selling advantage
Then, You Do.
|
