Tasks
Name
Implementation procedures, work standards and performance indicators
Market analysis readiness
Implementation process
(1) market-related information collection on supply chains
Marketing department managers identify objectives for market analysis and task market analysis in line with supply chain management requirements
Market commissioner consolidates data from supply chain management marketing and sales processes and collates information on market analysis
Marketing commissioner assisted in the collection of market analysis data and information, and technical department it personnel assisted in the use of supply chain data management systems
(2) preparation of a market analysis plan
The market commissioner prepares a market analysis plan based on market analysis objectives and available data and submits it to the marketing department manager for approval
Focus
The criteria for market analysis are not static and the principles for the analysis of the corresponding variables should be determined in the light of market changes
Organization of work
(1) content criteria: data content includes, but is not limited to, business marketing strategies, industry environment, competition status, own product profile, competitor profile, product market and industry environment, etc
(2) efficiency criteria: market analysis plans should be completed and submitted within a specified time frame, with a target value of days
Market analysis criteria
Implementation process
(1) customer and market research
The market commissioner conducts research on client groups and industry markets for the products or services of the enterprise and prepares the market for analysis
(2) establishment of market analysis criteria
The market commissioner determines the items and benchmarks for market analysis based on client and market knowledge
Focus
Before undertaking specific market analysis, the market commissioner should undertake broad market segmentation to better research clients
Organization of work
(1) methodological standard: products of common demand are generally directly separated from age; products of characteristic demand are subject to different population groups according to the type of product break
(2) based on criteria: market commissioners should refer to “market analysis basics” for supply chain management when setting market analysis standards
Market breakdown
Implementation process
(1) analysis of market and industry trends
Marketing commissioners undertake information gathering and content analysis of trends in consumer markets and industries in their respective regions
After further analysis of market and industry trends, the marketing commissioner submits market breakdown comments and notes to the market commissioner
(2) form market breakdown
The market commissioner consolidates the marketing commissioner's submissions and, following further market segmentation visits, divides the product or service market into market segmentation results
Focus
Market commissioners and marketing commissioners need to focus on combining qualitative and quantitative analysis
Organization of work
Methodological criteria: mmp methods for market segmentation include a single variable method, a combination factor method, a series of factors method, etc
Market analysis
Implementation process
(1) competing and product analysis
Market commissioners conduct surveys and comparative analyses of competitors and their products and services in relation to the actual situation of the enterprises themselves
The marketing commissioner is primarily responsible for the analysis and assessment of the external and internal marketing environment
(2) preparation of market analysis reports
The market commissioner consolidates the results of the analysis, prepares a market analysis and submits it to the marketing manager for approval
Market analysis was not approved and the market commissioner and the marketing commissioner were re-analysed and resubmitted
Focus
The market commissioner should maintain adequate communication with the marketing commissioner to ensure that the results of internal and external environmental factor analysis are accurate
Organization of work
Quality standards: the main elements of market analysis are not limited to market breakdown, customer and industry trend analysis, competition counterparty analysis, internal and external environment analysis, etc
Criteria
Adoption rate of market analysis reports, an indicator that assesses the quality and efficiency of market analysis results, with a target value of 100 per cent
Market analysis report approval = 100%
Legislation
Business supply chain management requirements, customer and industry trends analysis report, market analysis plan, market analysis standard notes, market subdivision results, competing competing analysis results, internal and external environmental analysis results, market analysis report
