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What is a scenario analysis?
Market, competitor, target and objectives
To achieve your goals you need to make the right business, marketing and communication choices.
You need information about the market where you operate. The peculiarities of the sector, the competition, the needs of your target customers and their online shopping paths.
Above all, you need to be aware of your goals and the results you want to achieve in the short, medium and long term.
This may seem obvious, but it’s not. The scenario analysis allows you to lay the foundations of your strategy.
Why the scenario analysis? 3 benefits of the preliminary study phase
Analyse your scenario!
Know your market and your competitors
Study the dynamics of your reference sector, whether it is B2B, B2C or D2C. Analyse the competition and find out how your competitors are positioned in the market.
Focus on your target audience: buyer personas and buyer journey
Identify your target customers and their purchase path. Analyse your buyers, which digital channels they use and what benefits they look for in your product or solution.
Choose your business goals and lay the foundation for your strategy
Set specific, measurable, achievable, realistic and defined objectives over time (SMART). Then develop your strategy for marketing, communication and positioning.
How to do an as-is analysis?
The phases of the preliminary study
The activities of analysis, study and research are manifold.
Our strategists and analysts will focus on more macro-areas:
As-is company analysis
Preliminary advice on your business will allow you to become aware of the current state.
Who you are, what you propose to the market, how your brand is positioned and how your consumers perceive your products or services.
The digital check-up is a detailed analysis of your online presence. It is the first step to understanding how you are positioned on the various web channels.
It examines websites, search engines, advertising campaigns and social media, such as Facebook, LinkedIn, Instagram and YouTube.
The analysis of your specific sector and competition is a fundamental step to understanding which market scenario you find yourself in.
Find out who direct and indirect competitors are, how they are positioned online, how they communicate and how they move strategically.
Target audience and buyer persona analysis
The study of buyer personas consists of giving a face to your customers: who they are, what they need and what they look for in your products or services.
The buyer journey is your customers’ journey: how they search for information online, what influences their decisions and what are the touchpoints that lead them to buy.
Definition of SMART objectives
Now you can set results to be achieved. Business objectives must be SMART.
It is an acronym that stands for specific, measurable, achievable, realistic and defined over time (specific, measurable, achievable, realistic, time-based).