Business Fitness Test
Benchmarketing© for Success
The purpose of ‘Benchmarketing’ is the identification & creation of competitive advantage. It is the process Marketing PRojects undertakes to provide a medium term view of your organisation and a marketing action plan (MAP) for sales and marketing.
Here is a brief summary of some of the questions we need to focus on to achieve this.
Any responses will be dealt with in the strictest confidence.
- A brief overview of (The Company); size, turnover, employees.
- A brief description of (The Company)’s business.
- (The Company)’s Mission/strategic aims
- (The Company)’s Principle markets
- Main areas of growth and decline in terms of products and markets
- What fundamental changes are happening or anticipated in your main markets?
- What are the most important factors a customer considers when buying from you?
- What do you think (The Company)’s strengths are?
- What do you think (The Company)’s weaknesses are?
- What plans are there for the future to build on strengths & eliminate weaknesses?
- How many active customers do you have?
- How many represent 80% of sales?
- Who are your top ten customers? How do you measure ‘top’?
- What plans are there for future customer targeting?
- How do you price your products? e.g. market pricing, cost plus, etc.
- Please breakdown the ways you distribute your products by % – e.g. indirect through agents 10%, direct through mail order 20%, direct through salesmen 70%.
- What plans do you have for new products or services?
- What makes your products/services unique? Can you/do you charge a premium?
- What are the most important methods you use to promote your products?
- What plans are there for future promotions?
- When was the last time you completed a customer survey or market research?
- Who are your top 5 competitors (& how do you define ‘top’?)
Jane Harrad-Roberts FCIM; “You are a marketing professional with a difference. You have demonstrated the highest level of commitment and dedication to a profession which is constantly changing and adapting, therefore demands the most from its members. You have conquered this change and made a significant contribution to or profession.”