Research

Market Intelligence is the first step to the formulation of a Market Entry and Revenue Growth plan. In some organisations, it is also known as market assessment, market scan, industry analysis or strategic foresight.

Our deliverables from Market Intelligence include:

• The determination of the Potential Addressable Market (PAM), the Total Addressable Market (TAM), and the Serviceable Addressable Market (SAM) using company or industry level data.
• The forecast of the market size growth rate (TAM or SAM) based on country or industry level data from trusted sources like the ADB (Asia Development Bank), ILO, IMF, OECD, WEF, World Bank etc. 
• The calculation of market share based on a company and its competitors’ sales in a geography or segment. Market share is also known as the Serviceable Obtainable Market (SOM), represented by the percentage each player has captured.
• The Market Intelligence phase concludes with the ranking and prioritisation of markets, and the identification of a company’s target market(s).

The determination of the target Customer Segment(s) is the next critical part of the Market Entry and Revenue Growth plan. A maximum of three to five target customer segments is usually identified. Analysis is undertaken to deep dive into the factors driving / inhibiting the customers’ buying behaviour. Customer Persona(s) are created so that Senior Management can personify their customer segments, behaviours, motivations and barriers etc. into images for easy profiling and visualisation. Additional analysis is also conducted to determine the customer’s size and share of wallet, as well as their Customer Lifetime Value (CLV).

Our deliverables from Customer Insights include:

• Identification of Customer Segment(s)
• Development of Customer Persona(s)
• Customer Lifetime Value (CLV)
• Size and Share of Wallet of Customer
• The Customer Insights phase concludes with the identification of a company’s target customer segments, and the creation of their customer personas.

Competitors Analysis completes the third part of the equation which started with Market Intelligence and Customer Insights. This involves an in-depth examination of the marketplace to identify the players that are supplying identical or similar products to the market. Other considerations include verifying if these players are direct sellers, if they are selling through distributors or resellers, or both. We also determine the profit margin at each level of the distribution network, as well as examine the existence and viability of a break-and-fix or professional services market for the said products.

Our deliverables from Competitors Analysis include:

• Pricing analysis
• Product positioning
• Profit margin analysis
• Features, functionalities and specifications
• Patent applications and registrations by competitors
• The Competitors Analysis phase concludes with the ranking of a company’s competitors, and the tabularisation of their products, price, profit margin etc. based on their strengths and weaknesses