B2B Market
In Britain there is no perfect business data set as there is no legal requirement for all businesses to provide exactly the same information to a central body, so finding a business universe as a base for calculating the total market opportunity is difficult.
MapMechanics, has collated information from a range of sources and is able to give advice about which data set is likely to be best for you.
Whether you are selling just to farmers or to financial institutions, we can find a suitable business data set.
Consumer Market
To calculate market penetration, you need to quantify the amount you have and compare it with the amount you could have had.
The number you have may come from a sample store exit survey, from loyalty card data, from the deliveries or order processing system.
The potential market for a consumer product will be related to the population. You could estimate that all households are potential users of your service or perhaps you know that only elderly, economically active or people of a specific social class are likely to be interested. You can also look at the general expenditure data for your catchment area.
MapMechanics offer a wide range of census packs for the UK and elsewhere in the world so that you can target the consumer group you are interested in.
When several factors are important or you are unsure which characteristics are the driving force, use neighbourhood profiling such as PERSONICX GEO, P² PEOPLE & PLACES or CAMEO data
Market Analysis: Analysing Market Penetration
Markets are increasingly competitive and most organisations need to know how they are performing both in comparison with previous years or months and relative to other organisations in their sector.
Understanding where you currently have the greatest market penetration provides a list of the areas where you do well.
Profiling these and then looking for other areas in the country that have a similar profile indicates areas where you are likely to get a high return on investment in marketing or new store locations. Identifying regional trends and deviations from the norm can give you significant competitive advantage. MapMechanics holds regular webinars to help you make the most of mapping analysis.
Using Mapping Analysis
GeoConcept is an easy to use mapping system designed with open standards to make it easy for you to both use data from many sources and share results with others in a variety of formats.
Your own data about your customers, patients, deliveries, activities etc, could be in a simple text or EXCEL file, or a small ACCESS database or an enormous ORACLE system. GeoConcept can link with them all.
Market Penetration calculations are easily undertaken, saved and mapped with the dialogue boxes to lead you through the process.
Each different map can be shown on a new "Tab" so you can flick quickly between them, or split the screen and see both at once.
Reporting is easy with comprehensive publishing and page layout options.
Queries are fast and undertaken in a single step – no need to make a buffer first and then find what lies within it.
Boundaries for Marketing
You may need to undertake your market penetration analysis by postcode geography, by Local Authority or ward, by German Gemeinde, Polish Wojewodztwo or similar European administrative area. GeoConcept works with your chosen boundary data and enables you to create shaded maps showing where you have lots of activity, or where there is likely to be greatest potential.
Need help deciding?
Our team is here to help you, just call to discuss your requirements, book a demonstration or ask for more information.
With 25 years experience in map-based GIS analysis, MapMechanics can help you select the right solution for your specific operation.
