marketing research surveys for strategy, new products development, advertising positioning, & customer satisfaction decisions
July 30, 2010
Expert Marketing Research & Strategy Consulting: Branding, Pricing, Product, Market Surveys
 

Marketing Intelligence Platform:
Management Drivers

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Drivers refers to leadership, risk-appetite, intuition and personal preferences, and management philosophy of the CEO and enterprise executives. In a private firm, it is the collective motivation and direction for the business.

Drivers also refers to the "crucial issues" as viewed by management. These crucial issues are key facts about markets, capacities, and competitors; beliefs and views of these facts will "drive" selection of a strategic option.

In our view there is a set of universal crucial issues that must be included among the Drivers of all enterprises, large and small, private sector and public. These are management's answers to these questions:

  • Who is our customer?
  • What business are we in?
  • What will the future look like?
  • How will we respond to the future?

While at first glance, the idea of drivers appears subjective, we have tools that allow us to work with clients to uncover and quantify the Drivers of an enterprise. It's not complicated, yet a process must be followed to quantify management's motivations, beliefs, values, and opinions.

Drivers catapult a solid idea into share building action.

We assess what specific actions must occur to move a new decision forward.