Benefits of Having a Good Company Profile - PowerPoint PPT Presentation

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Benefits of Having a Good Company Profile

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: A company profile is essentially a job application for your company that you utilize to establish the trustworthiness within the industry you function in. Your company profile demonstrates the businesses capability to efficiently satisfy client desires. Your company profile additionally allows some others that are in your contact for example creditors, the mass media, along with job individuals to fully grasp the knowledge about your business. Whether you use internal resources to make your company profile as well as talk with an outside resource, your business will reap the benefits of creating a company profile to establish the businesses trustworthiness among leads, creditors, the mass media, along with job individuals. – PowerPoint PPT presentation

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Title: Benefits of Having a Good Company Profile


1
Welcome To www.decisiondatabases.com
2
Introduction to Market Research
3
Marketing Research Defined
  • The systematic and objective process of
    generating information for aid in making
    marketing decisions.

4
The Marketing Research Process
  • Define the Problem
  • Develop an Approach to the Problem
  • Type of Study? Exploratory, Descriptive, Causal?
  • Mgmt Research Questions, Hypotheses
  • Formulate a Research Design
  • Methodology
  • Questionnaire Design
  • Fieldwork
  • Prepare Analyze the Data
  • Prepare Present the Report


5
Marketing Research Types
Basic research Applied research
6
Basic Research
  • Attempts to expand the limits of knowledge
  • Not directly involved in the solution to a
    pragmatic problem

7
Applied Research
  • Conducted when a decision must be made about a
    specific real-life problem

8
Using Marketing Research
  • We can use Marketing Research to
  • Identify Evaluate Opportunities
  • Analyze Market Segments
  • Select Target Markets
  • Plan Implement Marketing Mixes
  • Analyze Marketing Performance
  • Performance Monitoring Research

9
Determining When to Conduct Marketing Research
Time Constraints
Availability of Data
Nature of the Decision
Benefits vs. Costs
Is sufficient time available?
Information already on hand inadequate?
Is the decision of strategic or tactical
importance?
Does the information value exceed the research
cost?
Conduct Marketing Research
Yes
Yes
Yes
Yes
No
No
No
No
Do Not Conduct Marketing Research
10
ALWAYS Remember
  • Marketing Research is a tool.
  • It assists marketing managers in their decision
    making.
  • IT IS NOT A REPLACEMENT FOR MANAGERIAL JUDGEMENT!!

11
Competitive Analysis
12
Industry and Competitive Analysis
  1. What are the boundaries of the industry?

2. What is the structure of the industry?
Questions involved
3. Which firms are our competitors?
4. What are the major determinants of
competition?
13
Why a Definition of Industry Boundaries is
Important?
  • Helps executives determine arena in which their
    firm competes
  • Focuses attention on firms competitors
  • Helps executives determine key factors for
    success
  • Gives executives another basis on which to
    evaluate their firms goals

14
Sources of Difficulty in Defining Industry
Boundaries
Evolution of industries over time creates new
opportunities and threats
Industry evolution creates industries within
industries
Industries are becoming global in scope
15
Issues in Defining an Industry
  • What part of the industry corresponds to our
    firms goals?
  • What are the key ingredients of success in that
    part of the industry?
  • Does our firm have the skills needed to compete
    in that part of the industry?
  • Will the skills enable us to seize emerging
    opportunities and deal with future threats?
  • Is our definition of the industry flexible enough
    to allow necessary adjustments to our business
    concept as the industry grows?

16
Characteristics of Industry Structure
  • Structural attributes Enduring characteristics
    giving an industry its distinctive character
  • Variations among industries involves examining
  • Concentration Extent to which industry sales
    are dominated by only a few firms
  • Economies of Scale Savings firms within an
    industry achieve due to increased volume
  • Product Differentiation Extent to which
    customers perceive products of firms in industry
    as different
  • Barriers to Entry Obstacles a firm must
    overcome to enter an industry

17
Variables in Identifying Competitors
  • How do other firms define the scope of their
    market?
  • The more similar the definitions of firms, the
    more likely the firms will view each other as
    competitors
  • How similar are the benefits the customers derive
    from the products and services other firms offer?
  • The more similar the benefits, the higher the
    level of substitutability between them
  • How committed are other firms to the industry?
  • To size up commitment of potential competitors to
    industry, reliable intelligence data are needed
    concerning potential resource commitments

18
Common Mistakes in Identifying Competitors
  • Overemphasizing current and known competitors
    while ignoring potential entrants
  • Overemphasizing large competitors while ignoring
    small ones
  • Overlooking potential international competitors
  • Assuming competitors will continue to behave in
    same way

19
Forces Driving Industry Competition
New Entrants
Threat of new entrants
Bargaining power of suppliers
Bargaining power of buyers
Industry Competitors
Suppliers
Buyers
Rivalry Among Existing Firms
Threat of substitute products or services
Substitutes
20
Conducting an Industry Analysis
21
Seven Questions for Industry Analysis
  • 1. What are the industry dominant economic
    traits?
  • 2. What competitive forces are at work in the
    industry and how strong are they?
  • 3. What are the forces of change in the industry
    and what impact will they have?
  • 4. Which companies are in the strongest/weakest
    competitive position?
  • 5. Whos likely to make what competitive moves
    next?
  • 6. What key factors will determine success or
    failure?
  • 7. How attractive is the industry in terms of its
    prospects for above average profitability?

22
Q1. What are the industry dominant economic
traits?
  • Market size (Small markets dont attract big
    fish)
  • Scope of competitive rivalry
  • Market/industry growth rate (life cycle)
  • Fast growth breeds new entry slowdowns lead to
    increased competition.
  • Number of rivals and their size
  • Number of buyers and their size
  • Level of backward and forward integration
  • Technological change (rate and scope)
  • Level of differentiation between firms products
  • Opportunities for economies of scale
  • Ease of entry and exit
  • Capital requirements

23
Q2. What competitive forces are at work in the
industry and how strong are they?
  • Porters Five Forces. Forces influencing
    industry and competitive advantage
  • Competitive Intensity (Rivalry Among Sellers)
  • Barriers to Entry (Potential for New Entrants)
  • Bargaining Power of Suppliers
  • Bargaining Power of Customers
  • Threat of Substitute Products

pg. 33 in Applegate
24
Q3. What are the forces of change in the
industry and what impact will they have?
  • The most dominant forces the cause the industry
    to change are called driving forces
  • Task 1 - identify the driving forces
  • Task 2 - assessing their impact on the industry
    (few are important, generally)
  • Common Driving Forces
  • Changes in long term industry growth rate
  • Changes in who buy the products and for what
    reason
  • Product innovation
  • Technological change
  • Marketing innovation
  • Increasing globalization
  • Regulatory changes
  • Changing societal concerns, attitudes and
    lifestyles

Environmental scanning
25
Q4. Which companies are in the strongest/weakest
competitive position?
  • Using the strategic group mapping two
    dimensional representation according to the
    competitive characteristics of the competitors in
    the industry
  • Axes should not be correlated
  • Size of circles proportional to combined sales
  • The closer the circles, the stronger the rivalry

Competitive characteristics
Product line/merchandise mix
26
Q5. Whos likely to make what competitive moves
next?
  • In order to outmaneuver your competition you have
    to evaluate the competitors future moves.
  • Identify competitors strategies
  • Evaluate who are the major players-- now
  • Who will be the major players
  • Evaluate what the major players are going to do

27
Q6. What key factors will determine success or
failure?
  • Key success factors (KSF) are crucial elements
    that lead to success.
  • What are they now? What will they be?
  • In beer production KSF can be brewing skills
  • In retail apparel KSF can be low cost, superior
    service, superior design
  • In your industry, KSF????

28
Q7. How attractive is the industry in terms of
its prospects for above average profitability?
  • Growth potential
  • Driving forces
  • Entry/exit
  • Stability of demand
  • Competitive forces
  • Risk and uncertainty
  • Competition and its impact on the industrys
    future

29
Market Reports
30
Effective Writing
  • Clear, concise, direct
  • Thoughts are complete
  • Attention given to details such as grammar,
    spelling
  • Flow of thoughts

31
Quantitative Research Reporting
  • Recall, the opening sections of the proposal
    should be the foundation of the section
    introduction
  • Background
  • Research Problem (w/ research concepts)
  • Methodology Procedure
  • Sample frame
  • Research Instruments

32
Reporting The Findings
  • Frame a percentages and proportions in absolute
    numerical terms
  • Sixty percent (n 18) of the sample either
    strongly agreed or agreed with the statement that
    the holiday season tends to cause a great deal of
    anxiety.

33
The Use of Data In Reports
  • Tables should support discussion points
  • Third quarter performance peaked dramatically in
    the East relative to the West and North. Overall
    brand performance remained stagnant from region
    to region in the first, second, and fourth
    quarters.

34
Discussion Interpretation
  • Revisit the Research Problem Statement
  • Organize discussion around concepts of interest,
    research concepts
  • Dont just spout numbers tell the story behind
    the data
  • Highlight, topline, and synthesize information

35
The Conclusion Recommendations
  • Make proactive recommendations for marketing the
    product based on the evidence uncovered in
    research
  • Look for opportunities to appeal to the target
    market
  • Are there benefits that should be addressed?
  • Are there attributes that have unique appeal?

36
Appendix References
  • Cite Exhibit tables in a separate appendix
    section
  • Each table labeled with a numerical identifier
  • Columns are clearly labeled
  • Reminder SPSS printouts should be not be bound
    with the report

37
The Use of Data In Reports
  • Bar charts are appropriate for category
    comparisons
  • Pie charts visually represent portions of the
    whole

38
Company Profile
39
Business Information
  • Business Name XYZ Corporation
  • Business Address 153 ABC Street, Miami, USA
  • Email Info_at_xyz.com
  • Tel 666-777-8888

40
General Business Activities
  • XYZ Corporation has been established as a Web
    development company in North America. Our
    traditional business model is based on the
    accomplishment of projects of web designing. The
    revenues of our company are expected to be nearly
    US50,000 per month. 

41
Company Strategy
  • Purpose
  • Vision
  • Mission statement
  • Core values
  • Goals

42
Scope of Work
  • XYZ Corporation conducts Web designing as well
    as web development. The company undertakes all
    duties for designing an eye catching website and
    conducts all the security checks for payment
    gateway integrations.

43
Financial Considerations
  • The company expects to reach the desired
    profits in the first year and does not anticipate
    serious cash flow problems. We have current
    borrowing from the Bank of America to be paid off
    in 2 years. Most of the companys liabilities
    come from management investment.

44
Expected Activities of General Bank Account
  • Initial Deposit of US1000 by Bank of Toronto
    Official check was made. Then wire funds of
    nearly US300,000 from securities account were
    made. To prove the origin of funds, account
    documentation will be provided. Required Banking
    Services include savings account, checking
    account, online banking, and secured credit card.

45
For any Queries about our services visit
http//www.decisiondatabases.com/
3rd Floor,Fountain chambers,  Nanabhai Lane,Fort,
Mumbai - 1 sales_at_decisiondatabases.com 91-99-28-2
37112
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