Among these elements, some relate to consumer behaviour and their relationship with the brand, but others can be analysed internally in a more mathematical way by studying quantitative results . Market share, financial and sales analyses must be our faithful strategic companions.
Studying sales
With a sales analysis we can compare the actual result with the objectives that the organization had set. In this case we are playing with two main factors: price and volume.
Marketing strategies may have sought to increase sales volume by lowering prices, or to increase profitability by setting a high price, giving up part of the volume, thanks to a product positioning campaign. In both cases, a forecast will have been made of the expected results, which can be compared with the actual results .
To delve deeper into this point, we can perform a sales variation analysis , which will help us study how each factor has contributed to the deviation from the objectives.
However, we should not stop here, since sales are canadian biotechnology email list distributed across various fronts and we will have to analyze the results on each of them independently, to find territories, distribution media or specific sales systems in which we do not obtain positive results and which can weigh down the overall figures .
Introducing competition into the equation
With the previous step, we will know how strategic decisions have affected sales with respect to forecasts, being positive that they are at least made annually or in the face of drastic changes in product or distribution policies .
In order to put these data into perspective, it would be very useful to be able to compare them with those of other companies that compete with us, but it is clear that these data will not be easily discovered. In this way, what we can do is determine the market share and then compare it to our results. After all, the most correct thing is to fight for the market share and not against the competition.
This can be determined as the result of multiplying the average price (percentage with respect to the average price), by the volume of customer purchases (average percentage of the sector's purchase volume), by customer loyalty (quotient between the company's sales and the estimated sales of other suppliers), by penetration (percentage of customers who buy more than x times from the company).
By determining all the factors mentioned and performing the calculation, we will obtain a rate that we can observe over time. In other words, we will know if customers buy from us less often or if the price marked is above or below the prices of the sector, among other things.
