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Strategy Research
The Science of Winning the Long-Term Game
Strategy is the formula by which the major marketing variables (advertising, positioning, product, promotion, pricing, distribution, etc.) are integrated, energized, and optimized. Because each company and its brands are unique, the development of an optimal strategy is a complex undertaking. The essence of strategy is the concentration of effort and energy to achieve dominance in a market or market segment.
Strategic Video Series
We have created a video series on different elements of strategy and strategy research. We invite you to visit our website to watch the videos listed below.
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What strategy is, is not always totally clear, and it is often confused with tactics. In fact, these two concepts overlap each other. But in general, when we think about strategy, we’re talking about the long-term, and when we think about tactics, we’re thinking of shorter-term actions.
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What are some of the core elements of a brand strategy? At its most basic level, brand strategy involves questions such as: “Who do we target?,” “What’s our optimal target market?,” “How do we position our brand vis-a-vis other brands?,” “How do we differentiate our brand compared to other brands?,” and “What kind of a brand image do we want to project?”
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Bonnie discusses product strategy and how to create a product roadmap for your organization, for the product, or for the product line that you’re working on. You will learn how to use consumer insights to help you in that process.
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Beth Horn summarizes different pricing strategies, then briefly discusses 3 different marketing research methods that can be used to analyze price. The research methods are econometric demand modeling, choice modeling, and stated preference techniques (for example, the Gabor-Granger technique).
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Employees are the lifeblood of any business and typically one of the most expensive parts of your business. Finding, hiring, training, and retaining these employees are the key aspects of any strategy in your business. This applies to all positions, from C-level executives all the way to the cashiers, customer service representatives, technicians, and engineers.
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Distribution is often an unrecognized and underappreciated element of strategy, yet it is almost always an important factor in a winning strategy. When “distribution” is linked to “strategy,” the question is, How can distribution serve as a component or variable to support a company’s overall business and marketing strategy?
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Bonnie Janzen discusses what to think about when considering the acquisition of another company: understanding the markets, the market sizing, the brands, their brand equity, innovation, and the innovation pipeline for both organizations is also very important and can be critical in making your decision.
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Ranked # 1 For Custom Quantitative Market Research
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Source: Prevision Corporation’s Survey Among Corporate Buyers – 2020 Report
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