Understanding your market is essential to build a market winning strategy. However markets are complex and multidimensional and the future is unknown. Market models are an established tool to address these challenges by forecasting changing market dynamics.
Market models provide a detailed breakdown of sales volumes by customer, sector, competitor, product, price point, and region or country. A model allows businesses to identify the right markets and the right products to invest in. As a result, these companies can benefit from increased sales volumes, reduced costs, time efficiencies and better company-wide strategic alignment.
In this session we will explore how to build a market model and how to use this in your organisation for competitive advantage. We will cover the following topics:
§ where to gather data to underpin your model
§ construction approaches
§ what the key forecast techniques are
§ gaining buy-in to findings
§ use cases for forecast output
This session will include examples of how market forecasts have been applied in the real world and the opportunity for an open-forum discussion to address any specific challenges attendees have faced.
As ever, there will be the opportunity for light refreshments and also the chance to engage with peers and practitioners alike.
Jonathan Davenport, Head of Market Analysis, Milner Strategic Marketing
Jonathan leads the Market Analysis team at Milner. Jonathan’s expertise lies in building bespoke market forecast models which are used to understand market dynamics, including customer buying behaviour and competitor strategies. He also specialises in strategy development, using his extensive knowledge of tools and theory to develop robust market-driven strategies. He has a strong business to business sales and marketing background, developed over 14 years working across the energy, telecoms and bio-tech industries.
Jonathan is a Chartered Marketer and Member of the Chartered Institute of Marketing. He holds the Professional Postgraduate Diploma from Cambridge Marketing College and won the prestigious Elijah Hepworth Memorial Prize when he graduated with a BSc in Technology and Management.