Environment analysis

Understanding the external environment is crucial to any marketing strategy. The Environmental Scan section explores how marketers can assess and adapt to the various factors – such as economic, social, technological and competitive influences – that impact their business. This analysis helps companies to anticipate changes, seize opportunities and mitigate potential risks in the marketplace.

SWOT matrix

SWOT Matrix : a strategic tool to drive transformation and secure growth

The SWOT matrix (Strengths, Weaknesses, Opportunities, Threats) is a strategic analysis tool that helps assess the current position of a company, product, project, or even an individual by crossing two essential dimensions: internal analysis and external analysis. The goal is not merely to compile a list, but to structure a thought process geared toward action and decision-making. It is a powerful tool, all the more so because it is easy to understand but demanding to complete effectively, as it requires confronting objective reality with subjective perceptions.

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PREFMAP

PREFMAP: a deep dive into consumer preference analysis

In a context where personalization and alignment with consumer expectations are essential, the PREFMAP methodology (Preference Mapping) stands out as a powerful tool for decoding and modeling consumer preferences. Rooted in conjoint analysis and perceptual mapping techniques, PREFMAP enables companies to optimize their product offerings in line with actual market expectations.

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