Gap analysis is a very useful tool for helping marketing managers to decide upon marketing strategies and tactics. Again, the simple tools are the most effective. There’s a straightforward structure to follow. The first step is to decide upon how you are going to judge the gap over time. For example, by market share, by profit, by sales and so on.
This will help you to write SMART objectives. Then you simply ask two questions – where are we now? and where do we want to be? The difference between the two is the GAP – this is how you are going to get there. Take a look at the diagram below. The lower line is where you’ll be if you do nothing. The upper line is where you want to be.
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