Stakeholder Focus (Marketing Researches, Segmentation & Bench Marking)

8/3/2019 Stakeholder Focus (Marketing Researches, Segmentation & Bench Marking)

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Marketing ResearchProcess and procedures


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Identify problem or

opportunity

You need to define what do

you need according to the

LCs plan, It can be a problem

or opportunity.

Example: Within my host

university AIESEC perception

is not align to brand promise.


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Research design

Then, you have to definehow youre going to limit theopportunity or problem inorder to design adequate

tools for research.You need:

Research by polls

Research by ObservationExperiments


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Specify the type of

procedures for sampling

Now you have to choose

what kind of sampling you

are going to use for the

research.

It can be:

Probabilistic sampling.

Non-probabilistic sampling.


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Collection and data

analysis

First, you need to train thedata collectors, in order tohave data that is: Objectiveand uniform.

To analyze the data youneed:

Graphical analysis

Different points of viewStatistic Tools (SPSS)


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Prepare and present the

final reportFor this step, you need to preparethe report, communicate theconclusions and do therecommendations needed to the

Managing board.

Be sure to:

Adapt the report to the audience.

State the objectives of theresearch, and its design

Show interesting discoveries

Make recommendations.


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Follow up

Ask yourself, did you includeenough information in order to

take a decision? What could

have been done to make the

report more useful?.

And remember that the

investigator and the

managing board need towork together as a team.


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SegmentationProcess and procedures


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Identify the desires of the

potential and current marketsYou need to study theenvironment carefully, in order todefine:

Needs that respond to currentmarket offers.

Needs that are not beingsatisfied by current offers.

Needs that havent beenrecognized yet.


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Differentiate and categorize

each sectorOnce you have sort out the needsof the environment, you need tocategorize the organizations.

Here you must focus inorganizations that have a commondesire. This organization willmake one segment and itscommon goal will differentiate

them from other sectors.


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Determine segments size and

grade of satisfaction

You have to determine howlarge is the demand (orpotential sales) on every sectoryou previously built.

This study will allow you todetermine which segmentsof the market are worthexploring.


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Segmentation Types

There are two types ofsegmentation: Segmentation for

customers, and for Business.

In AIESEC, one would be

executed for recruitment and

the other for TN Raising.

However, the idea is the samefor both.


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BenchmarkingProcess and procedures


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Planning

You have to identify whichprocess needs to be studied and

submitted to benchmarking.

After, you need to look for

comparable organizations.

Determine the way to collect

the data, and finally collect thenecessary data.


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Analysis

Here you must measure yourcurrent performance of the

subject ofstudy.

Once that is done, you must

project how you want the

process to be executed.


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Integration

In this step, you need tocommunicate what the teamfound with the benchmarking.

It is very important tocommunicate this in order tocreate the acceptance

needed to execute thechanges.


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Action

This is the step where you andyour team start implementingthe changes in the process thatis being intervened.

Its very important to have aconstant follow up, on how isthe process being executedand changed.


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Maturity

Once the process has beencorrected, and the future

vision achieved. You must look

for improving points for the next

process that needs intervention.

This way you will be always

innovating, and that will keepthe product fresh and new.


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Budget!

Always remember to have abudget to execute this process.

No budgetno benchmarking,

no improvement,

no growth.

Stakeholder Focus (Marketing Researches, Segmentation & Bench Marking)

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