…turning raw data into usable marketing information

We have worked closely with Glenigan over several years to help their client companies make better use of their project data. For example, we can take more data and analyse it for trends and segmentation. This can cover the market size, growth, project characteristics, so as to identify which sectors to target and just what projects are likely to go ahead in them. So you can target projects in sectors that are growing, before your competitors get to know about them. You can also set realistic individual short-term targets for the split of sales calls by sector for each territory. It can also reveal architects’ and contractors’ market shares and how much each of them is winning. This is vital marketing knowledge, to find out who is letting most work and therefore the contacts that are crucial to business development.

With specific experience of statistical forecasting packages we can project the size of markets in the future.

Case Study - Market Analysis and Forecasting

When companies, like utilities, have to maintain expensive infrastructure, they need to plan accurately when and where to put their investment. Often there is plenty of renewal to plan for, as well as investment in new equipment. We were asked by one of the largest utilities companies to help them with this problem. They wanted to address the needs from the standpoint of top management right down to individual operational managers, which was quite a challenge. We used the Glenigan planning data and by analysing it for each individual demand zone, we were able to give their managers the likely demand over the next two years, so they could plan ahead. This also enabled us to give middle and top an overview of the demands on each of their supply areas, as well as the whole region. The report was designed to give managers a quick graphical overview, but provide tables for more insight. When the report flags up specific large projects, which are due to be built, the structure enables managers to drill down to see whether their infrastructure could cope.

…forecasting your market size

Forward planning can be a difficult task if you don't have a prediction of where your markets are going. Where do you allocate your sales force, how do you plan production, how do you choose a sales target that doesn't leave the remainder of the market open to your competitors or even set targets that are too ambitious?

Our computer generated 10-year model of the construction industry, covers the seven main construction sectors and the key building materials markets. This includes aggregates (crushed rock, sand & gravel, coated stone), blocks (dense, lightweight & aerated), bricks (facings, engineering & commons), cement, doors & windows (metal, wood & PVCu), plasterboard, readymixed concrete, reconstructed stone, roof tiles (clay, concrete & slate), slate and fibre cement products.

This gives a comprehensive background to what's happening in the industry and the reasons behind them. It also gives the assumptions we have made in case these change?

We have also used these 10 year forecasts on occasions as a basis to run companies’ own historic data against them for bespoke forecast for such markets as paint, electrical accessories, roof tiles, domestic glass and insulation.

What our clients have said when using us for Market Analysis

• "It makes very interesting reading and I welcome particularly the way it set things in a broader strategic context, highlighting themes that the construction sector needs to address to be successful in the long term."
• "Worth half a market analyst per year. It is a small price to pay for being prepared."
• "Adaptable, offers advice on how information could be best presented"

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