Commercial Strategy (Diagnostic) for Tire Company

Interviews and surveys: Conducted in-depth internal interviews to understand the company's context.

Hypotheses: Started breaking down problems into drivers for strategy design, which would inform further data gathering efforts.

Mission and Vision Review: Discussed mission and vision in a meeting with the client if issues were identified.

External Interviews and Surveys: Conducted external interviews and surveys if part of the project scope.

Needs and Decision Makers Analysis: Analyzed buying triggers using information gathered from interviews and structured them into a matrix.

Data Cleaning and Processing: Identified, corrected, and improved client data quality in databases, often requiring ongoing communication for new information.

Data Mining: Analyzed patterns, trends, and significant relationships in large datasets using advanced statistical techniques like clustering and classification.

Desk Research: Analyzed product, industry, and target market trends to identify opportunities.

First Partial Delivery to Client: Presented initial findings from internal and external contexts and an overview of data mining progress.

Marketing and Sales Materials: Analyzed sales and marketing materials for content structure, alignment with sales triggers, market focus, design, and quality.

Digital Presence: Assessed the client's digital ecosystem, including social media, website, advertising graphics, and active campaigns.

Communication-Market Alignment: Reviewed brand communication to ensure it aligned with clear sales messaging and reflected brand attributes, benefits, and market needs.

Results Review: Analyzed return on investment (ROI) and strategies used if there were advertising investment reports.

Client Intensity Matrix: Developed a matrix to classify clients based on alignment with the company's interests, optimizing sales efforts.

Benchmarking: Compared client practices with competitors to identify strengths and areas for improvement.

New Commercial Structure: Based on gathered information and hypotheses, designed a new commercial structure focusing on current issues and future vision.

Strategic Drivers Analysis: Analyzed market, commercial structure, processes/tools, product, and communication drivers to formulate a strategic declaration aligned with commercial strategy and achievable within the organization's mission.