Marketing Strategies and Competitive Strategies
- Do you keep your competitors wondering what will be your next move?
- Has your market share increased or decreased over the years?
- Are you effectively maximizing all potential market opportunities?
- Has the organization’s performance record remained consistently strong?
- Have you expanded into new markets or increased your customer base in recent years?
- Do you cater to a broad range of customers, or does your business depend too heavily on one particular segment?
Yissum excels in designing marketing strategies to promote all of your core business or any of its key components, as required. Our job is to make sure that organizational capabilities are being utilized and marketed to the fullest extent possible. This is achieved by examining the company’s performance, both internally and in terms of company-client interactions.
Market Analysis and Gauging Market Potential
Yissum has cumulative experience conducting market analysis and gauging market potential for hundreds of scenarios, in Israel and abroad, involving firms from a wide variety of business sectors. The combination of our broad knowledge base, supported by both quantitative and qualitative data amassed over the years, along with our carefully-honed analytic methodologies, allows us to reach a clear overview of a market’s potential. The depiction resulting from the analysis enables us not only to map opportunities, but also to identify potential obstacles that might complicate the market-penetration process.
Customer segmentation is an important step in defining and managing a company’s lifelong client base. Understanding the client segmentation relevant to a particular company provides the basis for analyzing each segment’s significance to the business and for devising a unique marketing mix for each segment.
Yissum Strategies has developed a variety of methods for conducting segmentation and multi-segmentation analyses of consumer and business clientele, by combining resources that are both endogenous and exogenous to the organization
Customer Lifetime Value
Analyzing customer lifetime value (CLV) is the key to monetizing customer management. The outcome of this analysis guides decisions regarding the following issues:
- The affordable scope of investment in customer acquisition
- Prioritization of sales and marketing activities
- Adjustment of distribution lines according to the priorities defined
- The strategy for increasing customer loyalty and customer retention
- The standardized rate of investment per customer
- The warranted scope of customer service and service channels
Over time, our team at Yissum Strategies has developed several complex models for defining and calculating CLV for both consumer and business clientele. In most of the projects that called for CLV analysis, we also oversaw the implementation of related, follow-up processes and we are pleased to report that in all cases we witnessed a clear increase in profitability and/or efficiency.
Setting a Pricing Policy
Our pricing methodology at Yissum Strategies has repeatedly been proven successful, particularly when it comes to setting a pricing policy in a highly competitive environment with great price variability. Our clients have managed to strategically cope with their strongest competitors, through the use of a sophisticated pricing policy for products and services, sold from either a physical or a virtual platform. We have helped formulate winning pricing policies for telecommunications firms, banks, credit card companies, facilities for assisted living, travel agencies, and media conglomerates.
A pricing policy is determined by analyzing several parameters:
- upply and demand
- Production costs
- The competitiveness of the business environment
- Customers and customer value
- Payment schedules and methods
- Brand equity
- Perceived added value
Developing Product Lines
Yissum Strategies has devised an enduring strategy for developing product lines for companies in the finance, telecommunications, services, and industry sectors. The outcome of this unique methodology is a product list categorized according to present and future priorities. Adhering to this process allows companies to prepare the required infrastructure in advance. In this manner, they anticipate market developments and are prepared to meet its demands ahead of their competitors. Firms that have applied our methodology continue to follow the original development plan and are enjoying remarkable performance in their specific markets.
This is a comprehensive process, which includes the development of each particular product, from concept, through financing, to physical design and product branding. This strategic process, which addresses also customer-service needs and follows the product through the marketing and distribution channels, helps ensure the products’ long-term sustainability.