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CURRENT CUSTOMERS
PROSPECTS

Overall satisfaction
Strengths/weaknesses
Loyalty/retention strategies
Lost customer analyses
Mystery shopping
Market segmentation
Product usage

Strategies for growth
Competitor identification
Competitor strengths/weaknesses
New customer evaluations
Defining primary, vs.
secondary target markets

COMPETITOR ANALYSIS
PRODUCT / SERVICE MIX
MERGERS AND ACQUISITIONS

Identification
Image assessments
Market share
Customer satisfaction/loyalty
Competitor strengths/weaknesses
New customer evaluations
Testing concepts / strategies
for acquiring customers
from competitors

New product concept development
New product concept evaluations
Identification of Primary/Secondary target markets
Demand forecasting
Demand forecasting by
market segment
Price sensitivity analyses
Name / Brand testing

Identifying acquisition targets
Target company customer
satisfaction
Target company customer loyalty
Strengths/weaknesses
Market share
Receptivity to price increases
Demand potential for expanded
product lines

CORPORATE IMAGE
/ PUBLIC RELATIONS
MARKETING STRATEGIES
INDUSTRY
OPINION-LEADERS

Name awareness/familiarity
Image assessments
Evaluate/monitor image
Image, vs. key competitors
Public relations
Crisis management
Name change

Advertising development
Advertising testing
Price sensitivity analyses
Improving distribution channels
Marketing communication
Branding
Brand positioning
Website evaluations
Packaging evaluations

Identify market trends
Competitor assessments
Identification of key opportunities
and threats
Mergers and acquisitions

EMPLOYEES AND
HUMAN RESOURCES
FAMILY-OWNED
BUSINESSES
TRADE AND PROFESSIONAL ASSOCIATIONS

Overall satisfaction
Strengths/weaknesses
Retention
Work life flexibility
Training
Lost employee assessments
Alignment with corporate
visions/goals

Strategic planning
Balancing corporate, vs. family
member needs
Developing effective communication among owners
Ownership/management transition
Transition from private to public ownership

Strategies for growing membership
Member satisfaction
Retention strengths and weaknesses
Member education/training seminars
Newsletter articles
New member analyses

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