Insight Tools

Designing and maintaining an effective market strategy is often difficult in an environment where end-user preferences are continually shifting. Through the Frank Lynn & Associate's Market Life Cycle insight tool, we help our clients understand the underlying forces that shape their customers' or channels' behavior. This understanding provides a company with an early warning of any potential problems they may be confronted with during market transition points. It also helps them take advantage of any market opportunities that present themselves through the life cycle of a product or service.

For many companies, market share is the name of the game. The PPH insight tool divides a company's market share into its constituent parts and explores the following questions: Where should we focus our marketing efforts? What product gaps need to be filled? How can we increase our presence through a better mix of channels? How can we fine-tune our pricing and incentive programs in order to boost our ultimate hit rate? The PPH model helps conduct this market analysis.

The goal for any marketer is to develop a market strategy that creates a sustainable competitive advantage for their company. Through the End-User Needs Mapping insight tool, we help clients compare their resources against their customers' needs in order to determine if they are satisfying their customers' requirements. Once analyzed, we work with our clients to properly adjust their market strategy.

To develop an effective market strategy, managers must have a complete understanding of their customers' buying behaviors. Depending on which channel they buy their products or services from, end users have different buying behaviors. Understanding the various buyer scenarios requires a presale, transaction and postsale perspective. The Buy Scenario Model insight tool is used to gain a clearer understanding of this continuum. Once understood, we work with our clients to develop market strategies that meet their customers' needs.

The Channel Window Analysis insight tool measures how effectively and efficiently a given market segment's channels and individual channel members are addressing a company's needs. We use this tool to help organizations measure the market coverage that they are currently receiving through their channels and to identify voids in an organization's market coverage. Once analyzed, we work with our clients to maximize their product or service's potential in the marketplace.

When launching new technology products, many companies simply turn to their existing channels. The NuTech Screen insight tool is an analytical process that "sifts" through a customer's technical, economic and timing criteria to identify the reseller profile that will help maximize the profitability of a new product launch.

Averages are misleading. The Cost-to-Serve insight tool uses an activity-based costing methodology that identifies specific drivers behind channel costs, margins and profits. This tool allows manufacturers to better leverage channel economics to support their channel strategy objectives, including growing share or sales, increasing customer satisfaction, selling services or transitioning to new channel structures.

The best market strategy is only as good as its implementation. Our TSM insight tool analyzes a set geographic territory in order to help a channel sales team maximize coverage within a specific market. Additionally, the tool helps sales planners match distinct distribution channels to individual customer segments.