Marketing Analysis-By A Dreamer

by Michael Manes

I'm a dreamer-I think in concepts and gag on concrete details. I see every problem as an opportunity. I'm bored with today and excited by visions of the future.

Analytical people are just the opposite. They think in concrete detail, concepts bore them, and they gag on visions. Every challenge is a task, risky at best. Their concern is today and they're glad to wait for tomorrow.

Today's consumers own the marketplace. They have access to all the information they need and can shop from a vast number of sources. Competition is intense, global, and unforgiving.

The bottom line is this: Bring value to the marketplace and you'll survive and prosper. Fail to meet customers' expectations and you'll soon be gone!

The good news is that the opportunities are unlimited. The bad news is that the likelihood of capturing these opportunities does have a limit. Enhance your chances for success-analyze the possibilities and then take a hard look at your willingness and ability to seize the moment.

If you can honestly answer these questions and maintain your enthusiasm, you're probably up to the task:

• What are the opportunities? Define customers' wants and needs, the demographics, competition, technology, pricing, and so on.
• What is your vision for capturing these opportunities?
• How do prospective customers define value? What are their standards for excellence, pricing, and speed?
• Can your organization meet these standards? If not, what new structure or procedures are needed?
• What roles and responsibilities are needed to operate these systems?
• How do you train employees for ability and motivate them to excitement?
• What specific results will show achievement of your vision?

Answer these questions honestly, act accordingly, and you'll probably be successful. Remember, success can be defined as achievement of a vision or as a decision not to pursue a vision that can't be achieved.