External analysis involves
Posted: Sun Dec 22, 2024 5:44 am
obtaining information to understand the context:
about the state of the market;
about competitors' proposals;
about the peculiarities of consumer behavior, including in different age groups (for example, the values of Generation Z will not coincide with the views of millennials);
about general trends that set the direction for marketers;
about trends in a specific area (for example, the same digitalization).
It is important to understand that you will have to look at your competitors through the eyes of the consumer. That is, exit the system to evaluate it. Pay attention to what your colleagues in the industry say about themselves. What and how they say on their website, in real commercials and brochures. You may know their business from the inside and understand that all these statements are far from the truth. But the consumer does not know this. He simply chooses between the key brand messages of different companies in the hope of finding something that he likes. In the process of such analysis, you can discover some growth points for vietnam whatsapp number your business. So this stage will be extremely useful!
Internal analysis is much more complex. It aims to understand the fundamentals on which the business is based:
“unique company code” (values, views, interests – in a word, everything that turns a group of people into a real team);
global (i.e. strategic) goals – what you ultimately want to achieve;
the strengths of your business (what can help you stay afloat in difficult times);
possible weak points of the company (here it is not the statement of the problem that is important, but its causes).
Want some bad news? Most companies, at the stage of in-depth analysis, “suddenly” discover that “almost everything is wrong” with them, and this throws them off track for a long time. This is an unsuccessful strategy. The results of the analysis are not a sentence, but only information, based on which you can “pull up” all the weak points in time. At MindRepublic, we use a special interview algorithm to determine the key values of the company. This forms the basis of the mission and key values of the brand.
Stage Two: Recording Answers to Key Questions
This is where the creation of the platform on which your brand will stand begins. You must understand everything about yourself and clearly convey it to your audience. This is not about technical issues, but about more global things - motivation, values, "horizons" of the brand. This is brand positioning . To avoid disagreements between you and your employees, we advise you to jointly record the answers to the most important questions:
Who are you?
What are you doing?
Why are you doing this?
Who are you doing this for?
How do you do it?
Where are you going?
about the state of the market;
about competitors' proposals;
about the peculiarities of consumer behavior, including in different age groups (for example, the values of Generation Z will not coincide with the views of millennials);
about general trends that set the direction for marketers;
about trends in a specific area (for example, the same digitalization).
It is important to understand that you will have to look at your competitors through the eyes of the consumer. That is, exit the system to evaluate it. Pay attention to what your colleagues in the industry say about themselves. What and how they say on their website, in real commercials and brochures. You may know their business from the inside and understand that all these statements are far from the truth. But the consumer does not know this. He simply chooses between the key brand messages of different companies in the hope of finding something that he likes. In the process of such analysis, you can discover some growth points for vietnam whatsapp number your business. So this stage will be extremely useful!
Internal analysis is much more complex. It aims to understand the fundamentals on which the business is based:
“unique company code” (values, views, interests – in a word, everything that turns a group of people into a real team);
global (i.e. strategic) goals – what you ultimately want to achieve;
the strengths of your business (what can help you stay afloat in difficult times);
possible weak points of the company (here it is not the statement of the problem that is important, but its causes).
Want some bad news? Most companies, at the stage of in-depth analysis, “suddenly” discover that “almost everything is wrong” with them, and this throws them off track for a long time. This is an unsuccessful strategy. The results of the analysis are not a sentence, but only information, based on which you can “pull up” all the weak points in time. At MindRepublic, we use a special interview algorithm to determine the key values of the company. This forms the basis of the mission and key values of the brand.
Stage Two: Recording Answers to Key Questions
This is where the creation of the platform on which your brand will stand begins. You must understand everything about yourself and clearly convey it to your audience. This is not about technical issues, but about more global things - motivation, values, "horizons" of the brand. This is brand positioning . To avoid disagreements between you and your employees, we advise you to jointly record the answers to the most important questions:
Who are you?
What are you doing?
Why are you doing this?
Who are you doing this for?
How do you do it?
Where are you going?