Statistics on sales, contribution margins, sales, customers and regions
Statistics that are created in the company based on legal regulations or internal specifications represent valuable data providers. Reports from internal and external accounting and statistics on sales and customer behavior form a good analysis basis for creating a (retrospective) market volume analysis, segmenting the target market by region or the identification and analysis of relevant customer industries.
- Business intelligence reports
The evaluation of the data warehouse database with the help of various analysis tools allows the combination of several data dimensions and thus the acquisition of new knowledge with regard to cross- dimensional relationships.
For example, evaluations that combine the dimensions of products, regions and sales figures can be used to segment the target market by region or price or to analyze customer sectors in detail.
- Documents on business and market development strategies
Documents that have already been worked out as part of strategic considerations and decisions include e. B. Information about the corporate strategy, processed target markets and data on market presence and sales volume in the target markets. Information can be derived from this which can be helpful in the (retrospective) market volume analysis, in the analysis of the competitive landscape and in the potential analysis of the target market.
The intranet very often proves to be a rich resource for information material from internal sources. It is precisely here that you can find numerous reports, documents and facts that may have been forgotten, but can still contain interesting and useful data that can be used in a variety of ways when creating a market analysis.
The advantages of internal sources for gathering information can be seen in the cost and time savings. The data is already available and can be identified or obtained in a short time. On the other hand, the value of the knowledge available in the company should not be underestimated. Company and branch internal know-how cannot be generated by external sources of this quality.
In contrast, the possibly lower objectivity of internal sources can have a disadvantage. The information is specially tailored to the company’s needs and often lacks a holistic overview of the market. In addition, internal sources provide possible incomplete data that cannot cover the complete information requirement, so that external sources usually have to be used as well.
- Analysis from external sources
When analyzing external sources, the information material required for the analysis is obtained externally from a third party. The documents and data are researched and procured specifically for the analysis. The external sources can be divided into categories:
- Search engines on the internet
Numerous specialist articles, studies, reports and documents can be researched using Internet search engines. Extended search functions and tricks for Internet research increase the quality of the hit list and thus the results. Specialized search engines also allow a targeted search depending on the specific application. Search engines for books, scientific papers or people can be named as examples.
Search engines can be used to obtain information for all content dimensions of a strategic market analysis.
- Press and literature databases
Databases in the press area allow a comprehensive search in the archives of newspapers and magazines. Subject- specific media can be selected depending on the subject of the investigation. So-called. Press databases cover press publications in all areas and allow professional research using advanced search methods. Databases in the literature area can be found at libraries. Here the library holdings can be evaluated with regard to relevant specialist literature and articles. University libraries offer excellent opportunities in this regard.
In particular, information can be derived from the database research that can be used to analyze current market developments and trends and to analyze the competitive landscape.
- Information service provider
Databases of information service providers with a commercial background provide information that has been specially prepared for research purposes. Depending on the orientation, these can be databases in which, for example, company data, product information or market studies can be researched. State institutions and independent institutes provide the statistical data or independent studies. Private institutions usually have an industry focus on which they publish useful information and data.
The high degree of specialization of the information service providers offers the advantage that there is a specific service for almost all content dimensions of a strategic market analysis.
- Corporate websites
Company websites may include company publications such as B. business reports, press releases or employee magazines, numerous data and information can be obtained.
This information is particularly suitable for creating company profiles, but it can also be used occasionally to analyze trends and current developments in the target market.