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Marketing
Marketing brings together the decisions used to position a company, communicate its offer, reach customers, and support sustainable sales. ABConsult structures this work through a practical marketing plan and evidence-based market research.
Marketing plan
A marketing plan defines the actions to be taken during a specific period, often one year. The plan may support a new offer or strengthen an existing market position. We organise it around three disciplines:
- Identify competitors: understand their position, performance, and customer response.
- Set the budget: connect spending priorities to the expected activities and outcomes.
- Create the calendar: assign start dates, due dates, responsibilities, and review points.
Market research
Market research examines customer needs, industry sales, target-market size, market share, competitors, and factors that influence purchasing decisions.
Target customers × purchases in a period = market size
Company revenue ÷ industry revenue × 100% = market share
The four Ps
- Product: what distinguishes the product or service from competing offers.
- Price: what customers are willing to pay compared with alternatives.
- Place: where and how the offer should be made accessible.
- Promotion: how to communicate the right message to the selected audience.