PRODUCT STANDING ANALYSIS
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Description
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RELATIVE REPUTATION
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• OVERALL AWARENESS BY CUSTOMERS
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general customer awareness of the company
and its products
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• OVERALL REPUTATION
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overall reputation
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• REPUTATION OF PRODUCTS
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status of products
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• REPUTATION OF PRODUCT QUALITY
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ranking of product quality
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• REPUTATION OF SERVICE PROVIDED
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standing of service provided
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• REPUTATION OF CUSTOMER HANDLING
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position of customer handling and
interface
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RELATIVE PROMOTIONAL ACTIVITY
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• RATING OF OVERALL SALES PROMOTION
ACTIVITY
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rating of overall sales promotion
activity
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• RATING OF ADVERTISING
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comprehension of advertising posture and
the advertising message
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• RATING OF SALES PERSONNEL
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effectiveness of sales personnel,
salesforce and ancillary staff
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• RATING OF SALES PRINT
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lucidity of sales literature and print
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RELATIVE PRODUCT AVAILABILITY
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• RATING OF PRODUCT AVAILABILITY
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rating of product general availability
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• RATING OF PRODUCT SPECIFICATIONS
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acceptability of product specifications
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• RATING OF ON-TIME DELIVERY
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satisfaction with on-time delivery
performance
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• RATING OF COMPLETE ORDER DELIVERY
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assurance of complete order delivery
performance
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• RATING OF ORDER HANDLING
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competence of order handling and order
taking
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• RATING OF ABILITY TO SUPPLY
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ability to supply products as contracted
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RELATIVE TECHNICAL COMPETENCE
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• RATING OF TECHNICAL COMPETENCE
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rating of general technical competence
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• RATING OF TECHNICAL AWARENESS
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technical expertise and efficacy amongst
staff
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• RATING OF PRODUCT TECHNOLOGY
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application of product technology
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• RATING OF PRODUCT DOCUMENTATION
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conciseness of product documentation and
instructions
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• RATING OF PRODUCT RETURNS
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level of product reject or return rates
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• RATING OF AFTER-SALES SERVICES
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status of general after-sales service competence
and performance
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RELATIVE MARKETING FACTORS
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• PERCEPTION OF PRODUCT PRICES
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perception of product prices
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• TECHNICAL SUPERIORITY
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ranking of technical superiority
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• SERVICE FACTORS
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fulfillment of service undertakings and
the quality of service provided
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• PROMPT DELIVERY
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assurance of prompt delivery
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• WHOLE ORDER DELIVERY
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record of whole order delivery
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• STOCK LEVELS
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satisfaction with stock levels
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• ORDERING PROCEDURES
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general ease of ordering and procedures
used
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• DELIVERY CONVENIENCE
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contentment with delivery convenience,
scheduling and off-take
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• THE DELIVERY SYSTEM
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perception of the distribution system and
its efficiency
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• FLEXIBILITY OF CUSTOMER HANDLING
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customer handling, flexibility and
willingness to co-operate
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• PERCEPTIONS OF TERMS OF TRADING
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equity of terms of trading and
contractual considerations
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RELATIVE STAFF PERFORMANCE
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• INITIAL CONTACT
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initial contact and responsiveness
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• ORDER HANDLING STAFF
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contact with order handling staff
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• SALES STAFF
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negotiations with sales and marketing
personnel
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• ADMINISTRATION STAFF
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contact with administration and account
staff
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• SPECIALIST STAFF
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interface with technical and specialist
managers and staff
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• SERVICE PERSONNEL
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performance of service personnel
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RELATIVE CORPORATE CONSIDERATIONS
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• UPSTREAM INTEGRATION
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relative upstream integration
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• DOWNSTREAM INTEGRATION
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perceptions of downstream integration
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• CAPTIVE DISTRIBUTION CHANNELS
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performance of captive distribution
channels
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• RELIANCE ON OTHER MANUFACTURERS
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reliance on other manufacturers
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• UTILIZATION OF OTHER DISTRIBUTORS
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utilization of other distributors
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• BENEFITS OF OTHER MARKETING
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benefits of other marketing activity
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• CAPTIVE CUSTOMER BASES
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capture and dominance of specific customer
bases
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RELATIVE DISTRIBUTION CONSIDERATIONS
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• WAREHOUSING & HANDLING
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efficiency of warehousing and handling
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• PACKING & PACKAGING
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quality and attractiveness of packing and
packaging
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• DISTRIBUTION
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performance of overall distribution
activities
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• STOCK AVAILABILITY
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general stock availability
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• ORDER BACKLOG
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overall order backlog
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RELATIVE CUSTOMER CONSIDERATIONS
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• LOCATION OF CUSTOMERS
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geographic location and spread of the
customer base
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• CAPTIVENESS OF THE CUSTOMER BASE
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captiveness of existing customer bases
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• CUSTOMER BASE LOYALTY
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loyalty of the existing customer base
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• CONCENTRATION OF PURCHASES
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relative concentration of customer
purchases
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• PURCHASE FREQUENCY
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frequency of average customer purchases
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• ORDER SIZE
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average order size and volume of customer
purchase
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• CUSTOMER SERVICING
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general level of customer servicing
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• SEASONALITY
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seasonality of customer demand for
products
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RELATIVE PROMOTIONAL CONSIDERATIONS
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• ADVERTISING & SALES PROMOTION
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general advertising and sales promotion
message
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• MARKETING
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marketing spend, utilization and sales
decay
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• SALES PROMOTION
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specific sales promotions and activity
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• SALESFORCE
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salesforce effectiveness and performance
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• ADVERTISING
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advertising efficiency
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RELATIVE COMPETITIVE CONSIDERATIONS
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• PRICING POLICY
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overall pricing policy and its
effectiveness
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• ECONOMIC CONDITIONS
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general sensitivity to the economic
climate and conditions
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• RELATIVE MARKETING EFFORT
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overall competitive marketing effort
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• REACTION TO COMPETITORS
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reaction to competitors' policies and
activities
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• NEW COMPETITORS
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general reaction to the market entry of
competitors
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• PRICES AT MSP
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attractiveness of ex-factory prices
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• PRICE INCREASES
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ability to cope with and re-act to price
increases
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• PRICES AT RSP
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overall competitiveness of end users
sales prices
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• MARKET SHARE
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general relative market share
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