Market research helps organizations to understand the size and attractiveness of the market, customer requirements and decision making processes, distribution options and the competitive environment. Market strategy refers to how organizations use their resources to attack or defend market positions.
Market research and strategy together form the cornerstone of the business planning process in product and service industries, private sector and public sectors alike.
Why carry out market research and planning?

Market research provides a formal and structured approach to:

• Identifying market or customer-group size, recent trends, the outlook for the future and the main factors influencing the market – what we call the Market Drivers;
• Understanding the business environment, including strengths and weaknesses of the competition, technical and regulatory issues, risks and barriers to entry, as well as opportunities;
• Setting out the full range of product and service delivery options opened to the organization, and its associated revenue potential.
The marketing strategy process helps organizations to select the best course of action to maximise shareholder value or, in the case of the public sector, to achieve corporate objectives in the most cost-effective way.

Selecting and communicating the right strategy is the key to gain 'buy in' both inside the organisation and with external stakeholders. It also provides the basis for resource planning, budgeting and financial forecasting.

Successful research is dependent on careful planning, efficient field work and effective analysis. Only then can effective strategies be drawn from accurate information.

OE's Marketing Planning & Research draws on global resources to build substantial, profitable growth through superior marketing. We focus on the most relevant marketing issues – issues that reflect real-world concerns of business leaders.

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We regard ourselves as your partner in planning and realization of all research projects.

• We provide you with more than just data. With our recommendations on courses of action, we assist you in your entrepreneurial decisions by offering execution-oriented solutions.
• Flexibility is our strong point - tailor-made market research approaches, advice on the project design and transparency during the execution are fundamental components of our service.