GAP ANALYSIS

Benefits to our clients: Determines the best product or technology positioning strategies and tactics by examining the difference between a productʼs or technologyʼs “current market position” (position A) relative to “the desired market position” (position B).

Deliverables include:

• Strategic gap analysis – Examines various strategic paths to bridge the existing gap in the marketplace through market segmentation, market penetration, diversification, and product development

• Tactical gap analysis – Examines various approaches for closing the gap through critical analysis of the marketing mix such as practice, place, promotion, people, process, and evidence-base