An issue faced by many businesses is determining on which markets to focus their resources.

4sight Business Development has developed processes to ensure a thorough assessment of relative market attractiveness based upon those factors which are important to the business. The 4sight process uses OnBalance to facilitate the decision-making process.

Case Study

Our client Ramesys needed to understand better the relative attractiveness and opportunity within the markets in which it operated and potentially to review new market opportunities.

4sight was able to draw on its project experience and knowledge of the vision and objectives of Ramesys to develop a list of the drivers of market attractiveness which were agreed with the management team. These included size of the market opportunity, competitive activity, current market position and product/service fit. An OnBalance model was then built incorporating each of the factors and the relative importance of each was taken into account by the allocation of weights.

Each of Ramesys's existing and potential market opportunities was entered into the model and scored against the attractiveness criteria. This created a ranking of markets in terms of their attractiveness to the business, agreed by the senior management team. This was presented in graphical format using the OnBalance software.

The OnBalance market attractiveness model developed for Ramesys has been used as major input into the development of market strategy. It also provides the basis for re-assessments of market attractiveness across the business in the future or for the assessment of any new market opportunities which may arise.

John Savage

john.savage@4sightltd.co.uk

4sight Business Development Limited

www.4sightltd.co.uk