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MARFIN The Marketing Manager

III. The MARFIN System

  1. Introduction to Marketing
  2. The MARFIN Model
  3. Strategic Checkpoints
  4. SmartDatabase and SmartCharts
  5. Analytics and the 4Ps

IV. Marketing Analysis and
     Strategy Development

  1. Market
  2. Market Share
  3. Product
  4. Price
  5. Distribution
  6. Communication
  7. Promotion

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IV. 1.0.0 Market

1.1.0 Elements of Market Analysis

1.1.1 Total Market Demand 
• Market size estimate 
• Market estimate of new products
• Market growth rate
• Seasonality
• Saturation degree
• Penetration degree

1.1.2 Market forecasting methods:
• Times series methods
• Multiple regressions
• Product saturation forecast

1.1.3 Market segmentation
1.1.4 Product lifecycle

1.2.0 Market Analysis

1.2.1 Market forecast development
1.2.2 Market maturity analysis
1.2.3 Consumer segments' analysis

1.3.0 Market Strategy Development

1.3.1 Strategy development process
1.3.2 Strategy options

1.3.3 Market strategy:
• Ranking of geographic units
• Overall strategy per geography
 • First selection of target segments
• Threats and opportunities

1.4.0 Assumptions and Conclusions