4-Quadrant Marketing Analysis and How to Create and Select a New Marketing Project【Excel Template】
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4-Quadrant Marketing Analysis and How to Create and Select a New Marketing Project【Excel Template】


Today, we’ll discuss how to assess your company’s
marketing activities, and how to create and select your next marketing project. [Intro Video] Hi, this is Mike Negami, Lean Sigma Black Belt. With the Mentoring Program, I am helping one
of our viewers with their project. He told me that he wanted to utilize his customer
data and sales data, that have been collected over many years in his marketing. First, I asked him to complete the Market
Positioning template that I introduced in the last video, so we’d understand his products’
position in the market. Next, I needed to understand his company’s
marketing activities. If you divide your marketing activities into
four areas, you can understand them easily in-depth. Those four areas are the following:
The first consideration is that activities are “for new customers” or “for existing customers”. The second consideration is that activities
are “using existing products” or “using new products”. Then, this makes four areas. Activities with “existing products” and “for
new customers” are “new customer sales”. Activities “with existing products” and “for
existing customers” are “cross-selling”. In addition, activities “with new products”
and “for existing customers” are “new product development”, activities “with new products”
and “for new customers” are “new business model development”. Marketing activities can always be categorized
into one of these four areas. Apply this categorizing to your marketing
activities. Then, since you can see the big picture, you
can think about which part is weak and what kind of improvement you need to make. I made a template for this, so please click
on the link in this video’s description to download and use it to inventory your marketing
activities. Please write how your projects went with the
template in the comments section below. I asked my client to fill out this template. This is his result. He did a great job. These are activities that he’s currently
working on, but there is another similar table below, which is for activities that he would
like to do in the future. When working on the 2nd one, please do not
mind feasibility too much, more importantly list lots of ideas. This exercise enables you to think of where
you need to improve or new marketing project ideas. Since we cannot conduct many projects at the
same time, we should prioritize among them. You can do that prioritization with the last
table. Write project names in the blue section. Write your own project selection criteria
in the green section. By default, it has “Degree of impact”, “How
low the cost”, “Degree of feasibility”, but you can change or add according to your company’s
needs. Rate the importance of each criterion by 1
to 5 in the pink cells below. In his example, “Degree of feasibility” is
the most important factor. Lastly, evaluate each project idea by rating
from 1 to 5 in each criterion. Then the final evaluation value will come
out in the “Weighted Total” column. You can refer to these numbers and choose
one as your next project to conduct. As a result, my client decided to start a
project to establish a process that utilizes data for affiliated store sales. Today, we’ve learned how to access your marketing
activities and how to create and select your next marketing project. Thank you very much for viewing. Please click the ‘Subscribe’ button. Also click and watch my other related videos. Thanks.

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