The MARFIN marketing management system follows a logical path from market analysis to the compilation of a marketing plan. It breaks down this process according to the elements of the marketing mix. Each element of the marketing mix represents an individual section: market, market share, product, price, distribution, advertising, promotion and there is also a financial section (the 5th P).
Each section consists of a series of charts which are needed for fundamental business analysis and strategy development. Within each section, MARFIN takes the planner through the planning process step by step: first the analytical charts, then the decision-making charts.
Here is an example of the dataflow in the Market Section: Charts 1.1 to 1.6 analyze the market development, and we make the final forecast in Chart 1.7. Chart 1.9 analyzes the market trend. Strategy decisions are made in Charts 1.10 and 1.10.1.
Since MARFIN follows a logical path, each item of information (each number) it collects has a purpose, a specific role to play, and each chart has a marketing objective to achieve. That is why we call them SmartCharts.
The role a chart plays and the special knowledge it transmits depend on the chart’s place within the planning process.
Let’s see how MARFIN provides this special insight:
In Chart 1.1, we enter the market development numbers obtained from market research. MARFIN requests the entry of both unit sales and sales in value.
The advantage of having a digital platform is that as the numbers are entered, the program automatically calculates the growth rates. MARFIN further takes advantage of the power of a digital database by rearranging the numbers in subcharts in several programmed creative ways. Subchart 1.1.1, compares the growth rates in unit sales and in dollar sales. This comparison provides insight into an additional dimension, the price. Under the chart, there is even an Explanation key.
This is how each chart will talk to you. Revealing new insights and open your world of creativity. Check out our demo plans at www.emarfin.com