National Information Technology Center (NITC) Assessment
NITC is a fee-for-service organization with a goal of increasing revenue
by 10 to 15 percent annually. NITC approached Macro for guidance
about expanding services to current customers and creating partner
alliances to support existing and new business lines. Macro
assessed NITC’s market strengths, weaknesses, opportunities, and
threats by reviewing past and current marketing programs, the NITC
Web site, trade shows, proposals, and the customer database and by
comparing NITC’s business line offerings with the competitive offerings
of other data centers. We also interviewed customers, contractors, and
employees according to focus growth objectives. As part of this process,
we identified target markets and created a new logo and brand image.
The final step was to work with NITC to develop a decision support system
and a marketing and sales plan. Our comprehensive expertise had immediate
impact on NITC’s marketing strategies, and our organizational resources
and facilities ensured quick startup and timely execution. We had a direct
and dramatic impact helping to ensure NITC’s success as a premier provider
of technology center services while expanding its revenue base.
Telephone Surveys of Home Aquarium Owners
Every year since 1988, Macro has conducted a biannual two-phase telephone survey among current, former, and potential owners of a home aquarium. We compile a projectable national probability sample of 1,000 households and conduct interviews with adults across all four time zones and all nine census regions to update market penetration statistics by census and company sales regions. This company uses the market data collected by Macro to evaluate household incidence and provide demographic tracking of aquarium and related product usage. The survey also provides measures of brand and advertising awareness, brand usage, brand usage diagnostics, product usage, source of purchase, and other relevant marketing information.
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