TRADE CELL ANALYSIS


TRADE CELL ANALYSIS

TRADE CELL ISSUES

Description

RELATIVE STATURE

~ PREVALENT AWARENESS BY CUSTOMERS

common buyer recognition of the business and its products

~ PREVAILING REPUTATION

overall position

~ PERCEPTION OF PRODUCTS

stature of products

~ RECOGNITION OF PRODUCT QUALITY

appraisal of product excellence

~ PERCEPTION OF SERVICE SUPPORT

level of service proffered

~ PERCEPTION OF CLIENT TREATMENT

level of client management and relationship

COMPETITIVE PROMOTIONAL PRACTICE

~ EVALUATION OF ROUTINE SALES PROMOTION ACTIVITY

evaluation of overall sales promotion undertakings

~ MERIT OF ADVERTISING

understanding of advertising stance and the advertising intent

~ VALUE OF SALES PERSONNEL

potency of sales and marketing staff

~ CALIBER OF SALES PRINT

clarity of sales literature and print

COMPETITIVE PRODUCT AVAILABILITY

~ GRADING OF PRODUCT AVAILABILITY

grading of routine product availability

~ MERIT OF PRODUCT DEFINITION

proficiency of product specifications

~ GRADING OF ON-TIME DELIVERY

accomplishment of on-time delivery track record

~ RATING OF UNIMPAIRED ORDER DELIVERY

confidence in overall order delivery performance

~ RATING OF ORDER HANDLING

proficiency of order supervision and order taking

~ RATING OF CAPACITY TO PROVIDE

capacity to furnish products as contracted

COMPETITIVE MARKETING APTITUDE

~ CALIBER OF MARKETING EXPERTISE

caliber of prevalent marketing expertise

~ EVALUATION OF MARKETING RESPONSE

marketing experience and proficiency amid personnel

~ EVALUATION OF MARKETING TECHNIQUE

utilization of marketing techniques

~ EVALUATION OF PROMOTIONAL DOCUMENTATION

lucidity of promotional documentation and print

~ EVALUATION OF PROMOTIONAL + SALES DECAY

degree of promotional rejection and sales decay

~ EVALUATION OF ADVERTISING DEXTERITY

recognition of prevalent advertising adroitness and execution

MARKET COMPONENTS

~ CONSCIOUSNESS OF PRODUCT PRICING

consciousness of product pricing

~ PRODUCT EXCELLENCE

recognition of product excellence

~ CLIENT SERVICE

completion of client instructions and the character of service delivered

~ RELIABLE DELIVERY

confidence in punctual delivery

~ SERVICE RELIABILITY

score of service reliability

~ SERVICE STANDARDS

attainment of service standards

~ SERVICE CONDUCT

routine smoothness of the service function and procedures used

~ SERVICE CONVENIENCE

satisfaction with service convenience

~ PRODUCT DELIVERY SYSTEM

reputation of the distribution system and its efficacy

~ RESPONSIVENESS OF CLIENT TREATMENT

client treatment, versatile and propensity to assist

~ OBSERVANCE OF FAIR TERMS OF BUSINESS

fairness and observance of commercial & contractual terms of business

SALES STAFF ACHIEVEMENT

~ PRIMARY CONTACT

original contact and comprehension

~ ORDER HANDLING STAFF

relationship with order handling staff

~ SALES STAFF

negotiations with sales and marketing personnel

~ ADMINISTRATION STAFF

performance of administration and account staff

~ SALES MANAGEMENT

dealings with sales managers and staff

~ SALES PERSONNEL

deportment of sales personnel

CORPORATE SALES ELEMENTS

~ UPSTREAM SALES CONSOLIDATION

comparative upstream sales coordination

~ DOWNSTREAM PROMOTIONAL HARMONIZATION

observance of downstream promotional harmonization

~ CAPTIVE SALES CONDUITS

conduct of captive sales mechanisms

~ DEPENDENCE ON SELLING OUTLETS

dependence on selling outlets

~ OPERATION OF SEGMENTED PROMOTIONAL UNDERTAKING

application of segmented promotional Endeavour

~ BENEFITS OF SEGMENTED MARKETING

support of segmented marketing activity

~ CAPTIVE CUSTOMER BASES

acquisition and influence of specific customer bases

COMPETITIVE SALES CHANNEL AWARENESS

~ WAREHOUSING & HANDLING

proficiency of warehousing and handling

~ PACKING & PACKAGING

character and refinement of packing and packaging

~ SALES ACTIVITY

conduct of regular sales undertakings

~ STOCK AVAILABILITY

normal stock availability

~ CUSTOMER SATISFACTION

prevailing customer fulfillment

COMPETITIVE CLIENT AWARENESS

~ LOCATION OF CUSTOMERS

geographic location and distribution of the customer base

~ CAPTIVENESS OF THE CUSTOMER BASE

captiveness of prevailing customer bases

~ CUSTOMER BASE LOYALTY

fidelity of the current customer base

~ CONCENTRATION OF PURCHASES

comparative focus of customer purchases

~ PURCHASE FREQUENCY

frequency of typical buyer purchases

~ ORDER SIZE

average order size and content of customer purchase

~ CUSTOMER SERVICING

prevalent level of customer maintenance

~ SEASONALITY

seasonality of consumer use of products

COMPETITIVE PROMOTIONAL CONSIDERATIONS

~ ADVERTISING & SALES PROMOTION

prevailing advertising and sales promotion message

~ MARKETING

marketing overhead & application and sales decay

~ SALES PROMOTION

explicit sales promotions and activity

~ SALESFORCE

salesforce potency and accomplishment

~ ADVERTISING

advertising effectiveness

COMPETITOR CONSEQUENCES

~ PRICING CONDUCT

regular pricing guidelines and its execution

~ ECONOMIC ENVIRONMENT

conjectural reverberation of the economic climate and environment

~ COMPARATIVE MARKETING ACTIVITY

prevailing competitive marketing activity

~ RESPONSE TO OPPONENTS

response to opponents' behavior and methods

~ NEW COMPETITORS

invariable reflex to the market entry of challengers

~ PRICES AT MSP

acceptability of base prices

~ PRICE INCREASES

capacity to contend with and respond to price increases

~ PRICES AT RSP

overall competitiveness of End Users sales prices

~ MARKET SHARE

average comparative market share

 


TRADE CELL CONSIDERATIONS

Description

COMPANY PHYSICAL MARKETING CONCERNS

~ PHYSICAL MARKETING OBSTACLES

physical marketing obstacles and difficulties

~ PHYSICAL MARKETING RESOURCES

physical marketing resources

~ PHYSICAL ADVERTISING POTENTIAL

physical advertising potential

~ RESPONSIVENESS OF ADVERTISING REACTION

responsiveness of advertising reaction

~ ADROITNESS TO MODIFY MARKETING EFFORT

expertise to improve the marketing tasks

~ CLIENT HANDLING SYSTEMS & EQUIPMENT

customer administration infrastructure and equipment

ADVERTISING & MARKETING MATERIALS ELEMENT

~ ADVERTISING + MARKETING MATERIALS ACQUISITION & SOURCES

marketing materials and supplies procurement

~ ADVERTISING & MARKETING MATERIALS STOCK LEVELS

stock levels & inventories of marketing materials & supplies

~ DEPENDENCE ON ADVERTISING + MARKETING CONTRACTORS

dependence on outside marketing suppliers

~ ADVERTISING BUYING INFLUENCE

advertising buying influence and purchasing power

SALES PERSONNEL PERCEPTIONS

~ SALES PERSONNEL ACCESSIBILITY

sales & marketing personnel accessibility

~ SALES EMPLOYEES RELATIONS

sales employees rapport

~ PRESSURE OF SALESFORCE WAGE RISES

salesforce salary rises and demands

~ RELATIVE SALES PAYROLL LEVELS

salesforce payroll levels in comparison to competitors

~ RELATIVE SALES INCENTIVE LEVELS

salesforce reward levels relative to competitors

~ SALESFORCE SPECIALIZED EXPERTISE

specialized expertise of sales personnel

MARKETING COSTS & MARGIN CONCERNS

~ MARKETING SUPPLIES INVENTORY LEVELS

marketing supplies reserves and inventory levels

~ VARIABLE MARKETING COSTS

flexibility of variable sales & marketing costs

~ FIXED MARKETING COSTS

flexibility of fixed marketing costs

~ MARKETING PAYROLL COSTS

responsiveness of marketing manpower and staff costs

~ DIRECT MARKETING COSTS RELATIVE TO COMPETITORS

direct marketing costs relative to major competitors

~ PRODUCT DEVELOPMENT COSTS

product launch / innovation & product development costs

PRODUCT ADVERTISING + MARKETING

~ QUALITY

product quality

~ PRODUCT SPECIFICATIONS

product specifications

~ DESIGN

product design and utility

~ OPERATING CRITERIA

product operating requirements and operating suitability

~ PRODUCT EFFICIENCY

product efficiency and performance

~ PRODUCT RELIABILITY

product dependability and integrity

~ PRODUCT LONGEVITY

product longevity and shelf life

~ PRODUCT LIFE CYCLE

product life cycle and obsolescence

~ PRODUCT CUSTOMIZATION

degree of product customization and flexibility

~ PRODUCT TECHNOLOGY

product technology and technological advantage

~ PRODUCT USAGE

product interchangeability and usage

MARKETING MANAGEMENT STRENGTHS

~ MANAGEMENT STRENGTHS: SENIOR MARKETING PERSONNEL

strengths of senior marketing personnel

~ MANAGEMENT STRENGTHS: SALESFORCE MANAGERS

effectiveness of salesforce managers

~ MANAGEMENT STRENGTHS: SALES & MARKETING STAFF

performance of sales and marketing managers

~ MANAGEMENT STRENGTHS: CUSTOMER HANDLING MANAGERS

efficiency of customer handling managers

~ MANAGEMENT STRENGTHS: TECHNICAL APTITUDE

aptitude and technical capability of sales managers

~ MANAGEMENT STRENGTHS: CUSTOMER HANDLING RELIABILITY

reliability of customer handling managers

CORPORATE MARKETING CONSIDERATIONS

~ UPSTREAM MARKETING STRATEGIES

upstream consolidation of marketing strategies

~ DOWNSTREAM MARKETING TACTICS

downstream co-ordination of marketing tactics

~ CAPTIVE MARKETING CHANNELS

captive marketing channels

~ RELIANCE ON EXTERNAL MARKETING

reliance on third party marketing & sales effort

~ RELIANCE ON EXTERNAL PROMOTION

reliance on outside promotional effort en-route to the market

~ RELIANCE ON EXTERNAL MARKETING SUPPORT

reliance on third party marketing activity for sales support

~ RELIANCE ON CUSTOMERS ATTITUDES

reliance on customers attitudes to corporate factors

DISTRIBUTION MARKETING CONSIDERATIONS

~ WAREHOUSING & HANDLING

warehousing and handling

~ PACKING & PACKAGING

packing and packaging

~ DISTRIBUTION

distribution activities

~ STOCK AVAILABILITY

stock availability

~ ORDER PROCESSING

order processing

CUSTOMER TOPICS

~ LOCATION OF CUSTOMERS

geographic location of the customer base

~ RELIANCE ON CUSTOMER BASE

reliance on distinct customer bases

~ CAPTIVE CUSTOMER BASE

captive and assured customer base

~ CONCENTRATION OF CUSTOMERS

concentration of customers

~ PRODUCT USAGE FREQUENCY

frequency of product usage

~ ORDER VALUE

order value and volume of average turnover

~ RELATIVE CUSTOMER SERVICING

customer servicing relative to competitors

~ SEASONALITY OF DEMAND

seasonality of demand and customer purchases

COMPETITIVE MARKETING CONSIDERATIONS

~ ADVERTISING & SALES PROMOTION

advertising and sales promotion posture and activity

~ MARKETING COSTS

total marketing costs

~ SALES PROMOTION COSTS

sales promotion costs

~ SELLING COSTS

salesforce and selling costs and expenses

~ ADVERTISING COSTS

advertising costs

COMPETITOR CONSIDERATIONS

~ COMPETITORS' PRICING GUIDELINES

competitors' pricing procedures and stance

~ SENSITIVITY TO ECONOMIC CONDITIONS

sensitivity to economic conditions

~ RELATIVE MARKETING SPEND

marketing spend relative to competitors

~ COMPETITORS' COMBATIVENESS

combativeness of competitors' conduct and attitude

~ ACCESS OF NEW COMPETITORS

access of new competitors into the market

~ PRICES AT MSP

prices at manufacturers sales price

~ PRICE INCREASES AT MSP

previous price increases at manufacturing level

~ PRICES AT RSP

prices at retail or End Users sales price

~ MARKET SHARE

market share

 


 

TRADE CELL COVERAGE


This section has the following Trade Cell coverage:-

 

TRADE CELL ISSUES

SHORT-TERM TRADING ISSUES


The following section provides a forecast of a number of quantitative issues and questions for the industry in juxtaposition to the Trade Cell. The Trading issues are examined under the following headings:-

RELATIVE STATURE -  of the industry within the Trade Cell
COMPETITIVE PROMOTIONAL PRACTICE -  by the industry within the Trade Cell
COMPETITIVE PRODUCT AVAILABILITY -  by the industry within the Trade Cell
COMPETITIVE MARKETING APTITUDE -  by the industry within the Trade Cell
MARKET COMPONENTS -  for the industry within the Trade Cell
SALES STAFF ACHIEVEMENT -  by the industry within the Trade Cell
CORPORATE SALES ELEMENTS -  by the industry within the Trade Cell
COMPETITIVE SALES CHANNEL AWARENESS -  for the industry within the Trade Cell
COMPETITIVE CLIENT AWARENESS -  for the industry within the Trade Cell
COMPETITIVE PROMOTIONAL CONSIDERATIONS -  by the industry within the Trade Cell
COMPETITOR CONSEQUENCES -  for the industry within the Trade Cell

The term "Relative" denotes the relationship between the industry and the Trade Cell Norms in the marketplace in which it exists.

[ MARKET DATABASES: The term the industry refers to the National Companies within the Country. The comparison is thus given for the National Industry in relation to the other countries within the Trade Cell. ]

 


TRADE CELL CONSIDERATIONS

SHORT-TERM TRADING CONSIDERATIONS


The following section provides a forecast of a number of quantitative considerations and questions for the industry in juxtaposition with the Trade Cell. The trading considerations are examined under the following headings:-

PHYSICAL MARKETING CONCERNS - for the industry within the Trade Cell
ADVERTISING & MARKETING MATERIALS ELEMENT - for the industry within the Trade Cell
SALES PERSONNEL PERCEPTIONS - for the industry within the Trade Cell
MARKETING COSTS & MARGIN CONCERNS - for the industry within the Trade Cell
PRODUCT ADVERTISING + MARKETING - for the industry within the Trade Cell
MARKETING MANAGEMENT STRENGTHS - for the industry within the Trade Cell
CORPORATE MARKETING CONSIDERATIONS - for the industry within the Trade Cell
DISTRIBUTION MARKETING CONSIDERATIONS - for the industry within the Trade Cell
CUSTOMER TOPICS - for the industry within the Trade Cell
COMPETITIVE MARKETING CONSIDERATIONS - for the industry within the Trade Cell
COMPETITOR CONSIDERATIONS - for the industry within the Trade Cell

The term "Relative" denotes the relationship between the industry and the Trade Cell marketplace in which it exists.

[ MARKET DATABASES: The term the industry refers to the National Companies within the Country. The comparison is thus given for the National Industry in relation to the other countries within the Trade Cell. ]