10 marketing analysis models that marketers must have

Most people usually lack systematic and comprehensive thinking to analyze and solve relevant problems. As a marketer, here are 10 marketing models you must master.

Porter's Five Forces Analysis

*Applicable scenarios: corporate strategic planning, competitive strategy analysis

Porter's Five Forces Model is used to analyze competitive strategies and can effectively analyze the customer's competitive environment. Porter's "Five Forces" analysis is a static cross-sectional scan of the profitability and attractiveness of an industry, describing the average profit margins of companies in the industry. Therefore, it is an indicator of the industry situation rather than a measure of corporate capabilities.

Generally, this analysis method can also be used for entrepreneurial capability analysis to reveal the profit margins of the enterprise in the industry or sector.

SWOT Matrix Analysis

*The advantage of the SWOT method is that it considers the problem comprehensively. It is a systematic way of thinking and can closely combine the "diagnosis" and "prescription" of the problem. It is clear and easy to test.

Advantages: Internal factors of the organization

Specifically include: favorable competitive situation; sufficient financial resources; good corporate image; technical strength; economies of scale; product quality; market share; cost advantage; advertising offensive, etc.

Disadvantages: Internal factors of the organization

Specifically include: aging equipment; chaotic management; lack of key technologies; backward research and development; shortage of funds; poor management; product backlog; poor competitiveness, etc.

Opportunities: factors external to the organization

Specifically include: new products; new markets; new demands; removal of foreign market barriers; competitor mistakes, etc.

Threats: factors external to the organization

Specifically include: new competitors; more alternative products; market tightening; changes in industry policies; economic recession; changes in customer preferences; emergencies, etc.

STP Theory

*Three elements of marketing strategy

STP target marketing consists of S market segmentation (Segmenting), T target market (Targeting) and P market positioning (Positioning).

Market segmentation: Segment a product or service in the market based on the type of customer needs

Target market: Based on market segmentation, identify one or more market segments that your product/service wants to enter.

Market positioning: Package your products/services based on their key features and selling points to identify their competitive position in the market.

4P Marketing Theory

* Four major marketing mix strategies

Marketing 4P theory: refers to product (Product), channel (Place), price (Price), promotion (Promotion), and their combination. The specific contents of each part are as follows:

Product: Product is the first and most important element of the marketing mix. Products are the carriers of brands and are things that satisfy consumers' needs and desires. Without products, any strategy or brand is just empty talk.

Price: Product pricing decision is one of the important marketing decisions. Relevant strategies also need to be formulated for price adjustments, product pricing, sales conditions and discounts. How to determine the price of a new product is one of the challenges that companies need to deal with.

Distribution: Distribution is the channel selection strategy that transfers product ownership from the manufacturer to the customer. In addition, companies also need to develop strategies for intermediaries such as wholesalers and retailers.

Promotion: Companies need to develop strategies that integrate advertising, personal selling and sales promotion. In addition, as a product moves from the early to the late stages of its life cycle, its promotional strategy also needs to be adjusted accordingly.

4C Marketing Theory

* From "product" to "customer", enterprises should pay more attention to the needs of consumers on the basis of product development

The core of 4C is customer strategy. Customer strategy is also the basic strategic principle of many successful companies.

The basic principle of 4C is to plan and design corporate marketing activities with customers at the center, from products to how to meet customer needs (Consumer's Needs), from price to comprehensive consideration of the cost (Cost) that customers are willing to pay for purchases (Cost), from one-way information transmission of promotions to achieving two-way exchanges and communication with customers (Communication), from product flow in the channel to achieving customer purchase convenience (Convenience).

PEST Model

*A method to help companies examine their external macro environment

PEST analysis is a method used by strategic consultants to help companies examine their external macro-environment. It refers to the analysis of the macro environment, which is also called the general environment, and refers to the various macro forces that affect all industries and enterprises.

AISAS Consumer Behavior Analysis Model

*Consumer behavior analysis rules from the transition from traditional consumption scenarios to the Internet model

A：Attention

Customers see our information from all corners of the Internet, which attracts their attention.

I is for Interest

At this stage, the customer may discover what he needs from our information and thus become interested in our information.

S is for Search (information search)

If a customer is interested in our information and products, he will analyze and compare relevant information from the perspective of the Internet he is familiar with.

A：Action

After the analysis and comparison at the previous level, the customer finally made a purchasing decision.

S is for Share

After purchasing, customers usually share it on the Internet, such as Weibo, Xiaohongshu, Douyin, etc.

GE Matrix

* Make judgments and propose directions for specific business of the enterprise

With market attractiveness and the company's own strength as the horizontal and vertical coordinates, evaluate the existing/developing business. Each dimension is divided into three levels, with a total of nine levels/nine-square grid. Each dimension is divided into three levels, and divided into nine grids to represent the combination of different levels on the two dimensions. Evaluation indicators can be determined in two dimensions according to different situations.

Black area: growth and development strategy, with advantageous resources tilted;

Dark gray area: maintain or selectively develop, maintain scale, and adjust development direction;

Light gray area: stop, transfer, retreat strategy, no resource consumption.

BCG Matrix

*Evaluation of the benefits of an enterprise's field of activity based on two objective criteria

The Boston Matrix believes that there are generally two basic factors that determine product structure: market attraction and corporate strength. Through the interaction of the above two factors, four product types with different properties will emerge, forming different product development prospects.

① Product groups with both high sales growth rate and market share (star products)

② Product groups with “double low” sales growth rate and market share (dog products)

③Products with high sales growth rate and low market share (problem products)

④ Product group with low sales growth rate and high market share (Taurus products)

Star products: refers to a group of products in the quadrant of high growth rate and high market share. Such products may become cash cow products of the enterprise and require increased investment to support their rapid development.

Cash cow products: Cash cow products refer to the product group in the quadrant of low growth rate and high market share, which have entered the mature stage. Its financial characteristics are large sales volume, high product profit margin and low debt ratio, which can provide funds for the enterprise, and due to the low growth rate, there is no need to increase investment. Therefore, it becomes the backing for enterprises to recover funds and support investments in other products, especially star products.

Question marks: These are products that are in the quadrant of high growth rate and low market share. The former indicates that there are great market opportunities and good prospects, while the latter indicates that there are problems in marketing. Its financial characteristics are low profit margins, insufficient required funds and high debt ratio. A selective investment strategy should be adopted for problematic products.

Dog products (dogs): It is a group of products in the quadrant of low growth rate and low market share. Its financial characteristics are low profit margins, being in a break-even or loss-making state, high debt ratio, and being unable to bring profits to the enterprise. For this type of product, a withdrawal strategy should be adopted: first reduce the batch size and gradually withdraw.

3C Strategic Model

The 3C Strategic Triangle Model (3C Model) was proposed by Kenichi Ohmae, a leading figure in Japanese strategic research. He emphasized that there are three key factors in a successful strategy. These three factors must be considered when formulating any business strategy.

• Corporation
• Company Customers
• Competition

Sustainable competitive advantage is possible only when the company, customers and competitors are integrated into the same strategy. Kenichi Ohmae calls these three key factors the 3C or strategic triangle.

The company itself, customers and competitors form a strategic triangle. Smart strategists always take a holistic view of the three roles, trying to grasp the dynamic relationship between them and develop the most appropriate and effective strategic planning unit to expand the company's relative advantages.

Author: MarketUP

Source: MarketUP