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When Warren Buffett, Chairman and CEO of Berkshire Hathaway, buys a company, fully or partially , he is looking for companies that have durable competitive advantage or sustained competitive advantage. So before we dwell into ratio and rules of investment, we need to understand what is competitive advantage. What is competitive advantage? Competitive advantage refers to the unique strengths and capabilities that allow a business or organization to outperform its competitors and achieve superior performance in the market. It is the factor or combination of factors that sets a company apart and gives it an edge over others in terms of customer value, market position, profitability, and sustainability. There are different types of competitive advantages that businesses can possess: Cost Advantage: A company can have a cost advantage when it is able to produce goods or provide services at a lower cost than its competitors. This can be achieved through economies of scale, efficient operations, access to cheaper resources, or technological advancements that reduce production costs. Differentiation Advantage: Differentiation advantage arises when a company offers unique and distinctive products or services that are valued by customers. This can be achieved through product innovation, superior quality, excellent customer service, strong brand reputation, or exclusive features that set the company's offerings apart from competitors. Focus Advantage: Focus advantage occurs when a company focuses on a specific market segment or niche and tailors its products or services to meet the specific needs of that segment better than its competitors. By concentrating its efforts and resources on a specific target market, the company can establish a strong position and serve customers more effectively. Technological Advantage: A company with a technological advantage possesses superior technology, expertise, or intellectual property that gives it an edge in product development, manufacturing processes, or operational efficiency. This can enable the company to offer innovative products or services, improve productivity, or deliver solutions that competitors find difficult to replicate. Market Access Advantage: Market access advantage refers to a company's ability to enter new markets or reach customers more effectively than its competitors. This can be achieved through strategic partnerships, distribution networks, favorable relationships with suppliers or distributors, or regulatory advantages. Now comes the question: Does a firm, in a given industry, have competitive advantage? To find out whether a firm has a competitive advantage, Warren Buffett looks at a few key ratio trends to understand that. Before we provide the list, let's zero on some important terms: Key terms Cost of Goods sold or Cost or service or Cost of revenue: Or Cost of Goods Sold for Manufacturing Firms Or Capex = PP&E (current period) – PP&E (prior period) + Depreciation (current period) or Capex = Investment in PP&E and Intangibles from Cash flow statement Cash from Investing section Earning Per share = Profit Before Tax (PBT) / Shares outstanding Yes, it sounds different. Usually it is Net Income for Common Shareholders divided by shares outstanding, but for Warren Buffett it is PBT is important to estimate return on investment. According to him, except for tax-free investments, all investments returns are marketed on pre-share basis and since all investments compete with each other, it is easier to think about them if they are thought about in equal terms. Net Earnings: Net income for common shareholders Net income for common shareholders = Net Income as reported less Gain or loss attributable to Non-controlling interest Operating Expenses SG&A Costs: Selling, general and administrative expenses, which report the company's costs for direct and indirect selling expenses and all general and administrative expenses that were incurred during an accounting period. When Warren Buffett looks for companies to invest, he asks the following question before buying a company partially or fully: Does a company consistently show low gross margins? Does a company consistently spend large sums on R&D as percentage of Gross Margin? Does a company consistently carry high debt on its balance sheet? Does a company consistently show no growth in Net Earnings or there is large variation in earnings? If the answer is yes, then do not invest in the company. A more detailed discussion on the ratio trends he looks at when he invests in a company is as below: Remember, these are important for an investor and not a speculator. Investor versus Speculator Investors and speculators are two distinct types of participants in financial markets, each with different objectives, approaches, and risk profiles. Here's a breakdown of the key differences between investors and speculators: A. Objective: Investors: The primary objective of investors is to generate returns over the long term by investing in assets that align with their financial goals. They typically seek to build wealth, generate income, or achieve specific financial objectives such as retirement planning or funding education. Speculators: Speculators, on the other hand, aim to profit from short-term price fluctuations in financial instruments, often without a long-term investment horizon. Their primary objective is to capitalize on market inefficiencies or price volatility to make quick gains. B. Time Horizon : Investors: Investors generally have a long-term perspective and are willing to hold their investments for an extended period. They focus on the fundamental value of assets and are more concerned with the overall performance and growth potential of their investments over time. Speculators: Speculators have a short-term time horizon and may hold positions for days, weeks, or even minutes. They aim to exploit short-term market movements and capitalize on price fluctuations for immediate gains, without necessarily considering the long-term value of the asset. C. Risk Profile: Investors: Investors typically have a more conservative risk profile and seek to manage risk through diversification, asset allocation, and a long-term investment strategy. They are generally willing to tolerate moderate market fluctuations in pursuit of their long-term objectives. Speculators: Speculators tend to have a higher risk appetite and are willing to take on more significant risks to pursue short-term gains. They often engage in strategies that involve higher leverage, options, or derivatives, which can amplify both potential profits and losses. D. Research and Analysis: Investors: Investors often conduct thorough research and analysis to identify investment opportunities based on fundamental factors such as financial statements, industry trends, and market conditions. They aim to make informed decisions based on the underlying value of the asset. Speculators: Speculators may rely more heavily on technical analysis, market trends, and short-term price patterns to guide their trading decisions. They focus on short-term market sentiment, momentum, and technical indicators rather than the intrinsic value of the asset. E. Approach to Risk: Investors: Investors are more likely to take a measured and calculated approach to risk, considering factors such as asset allocation, diversification, and risk management techniques to protect their capital and minimize losses. Speculators: Speculators may embrace higher levels of risk and exhibit a more aggressive approach. They may take concentrated positions, use leverage or derivatives, and be more prone to accepting losses in pursuit of short-term gains. It's important to note that these distinctions are not always clear-cut, and individuals or institutions can exhibit characteristics of both investors and speculators to varying degrees. Furthermore, investment approaches can fall on a spectrum between these two extremes, with some strategies incorporating elements of both long-term investing and short-term speculation. Simple rules of Investing Rule 1: If price of a stock is below its Intrinsic Value (Calculated using DCF) : Buy the stock Rule 2: Never Pay for a share that is more than 25 times company's Net earnings Rule 3: Sell stocks if it is up 50% Rule 4: Stay away from stocks at the height of the bull markets as they will be very expensive, and it is possible that even these companies may not always give a good return if you pay too much for it Rule 5: When we see P/E ratios of 40 or more (and this sometimes happens) then it might just be the right time to sell. But if we do sell then it is not worth buying immediately something else. Take a break and invest in bonds and wait for a bear market which is around the corner to give you another opportunity soon

IFRS 18 - Presentation and Disclosure in Financial Statements Will the struggle for investors and analysts ease after the new IFRS 18 standard The reporting standard will be applied from January 1, 2027. However, the standard states that companies can apply this earlier. IFRS 18 is the culmination of the IASB’s Primary Financial Statements project. We shall first see what IAS 1 says how income and expenses are presented in Profit and Loss or Income statement and how IFRS 18 : Presentation and Disclosure in Financial Statements will change all this. Currently, there is no specific structure how income and expenses are presented in the Profit and Loss or Income statements in IAS 1. Companies usually use the following formats in India: Table 1: Illustrative statement of profit or loss for a general corporation, with expenses classified by nature Table 2: Illustrative statement of profit or loss for a general corporation, with expenses classified by function In India, most of the companies present income statements in the first format. The annual reports currently provide the following key profit subtotals as per general guidelines provided in IAS 1 with certain changes as per Division II of Schedule III of Companies Act, 2013 were adoped by India: 1. Profit before exceptional items and share of income or loss of JVs and associates and tax, 2. Profit before exceptional items and tax 3. Profit after tax from continuing operations and 4. Profit and loss for the year. The first main sub-total is Profit before share of profit / (loss) of joint ventures and associates, exceptional items and tax usually represent operating profit IFRS 18: Presentation and Disclosure in Financial Statements With the coming of IFRS 18, this is about to be changed. Like IAS 1, IFRS 18 will also affect the complete set of financial statements, which include: 1.      Balance sheet 2.      Profit and Loss statement 3.      Statement of comprehensive income 4.      State of Changes in Equity 5.      Statement of Cash flows 6.      Notes to financial statements With the adoption of IFRS 18 the Statement of profit or loss are to be allocated to the following newly defined categories: Operating category Investment category Financing category Income taxes Discontinued operations The new format will look like this: Table 3: Illustrative statement of new format of profit or loss for a general corporation with expenses classified by function Line items in Table 3 are for illustrative purposes and do not denote line items that any particular company would present. A company is allowed to present additional subtotals if necessary to provide a useful, structured summary of the company’s income and expenses. The new format presents the line items which are similar to the classification given in the cash flow statement i.e. cash flow from operating activities, cash flow from investing activities and cash flow from financing activities. What is in the operating category? As per International Accounting Standards Board (IASB), the operating category provides a complete picture of a company’s operations. Investors use the operating profit subtotal as a measure of how a company is performing in its business activities and as a starting point for forecasting future cash flows. The operating category consists of all income and expenses that are not classified in the investing, financing, income taxes or discontinued operations categories—income and expenses classified in those categories are items that investors generally analyse separately. The operating category will include all incomes or expenses whether they are volatile or unusual in some manner and will represent income and expenses not only from main business activities but also from additional activities if these do not meet the requirements to be classified in any other categories. How foreign exchange differences will be classified? Foreign exchange differences will be classified in the same category as the income and expenses from the items that gave rise to the foreign exchange differences. If classifying foreign exchange differences this way would involve undue cost or effort, a company is permitted to classify foreign exchange differences in the operating category. IFRS 18 also includes specific requirements for classifying fair value gains and losses on derivatives and hedging instruments, and for classifying income and expenses from hybrid contracts. How expenses will be presented in the operating category? IFRS 18 requires a company to present expenses in the operating category in a way that provides the most useful structured summary of its expenses. To do so, a company will present in the operating category expenses classified based on: • Nature—that is, the economic resources consumed to accomplish the company’s activities, for example, raw materials, salaries, advertising costs; or • Function—that is, the activity to which the consumed resource relates, for example, cost of sales, distribution costs, administrative expenses. However, IFRS 18 requires companies that present expenses classified by function will have to disclose amount of depreciation, amortization, employee benefits, impairment losses and write-down of inventories included in each line item in the operating category in the statement of profit and loss in the notes to accounts. IFRS 18 provides flexibility to companies to classify expenses in a way that provides the most useful information to investors. The most important: EPS In addition to reporting basic and diluted earnings per share, companies were permitted to disclose earnings per share based on any component of the statement of comprehensive income. The company is permitted to present these figures only if the numerator is either a total or subtotal identified in IFRS 18 or a Management-defined performance Measures (MPM) given in the IFRS 18 standard. What about the cash flow statement? IASB has made very limited changes to the statement of cash flow statement as defined by IAS 7: Statement of Cash flows except the following: 1. Companies will be required to use operating profit subtotal as the starting point for reporting of cash flow from operating activities using the indirect method 2. Remove presentation alternatives for cash flows from interest and dividend -  dividends and interest paid are generally classified in cash flows from financing activities, and dividends and interest received are generally classified in cash flows from investing activities Limited impact on IAS 34: Interim financial reporting The company has to now disclose information about MPMs in the interim statement. Some of the other changes (including those about subtotals) also apply to condensed financial statements in interim reports. Will it or won’t it? The key question that we need to answer is: will this improve comparability in the statement of profit or loss (income statement) for the investors and analysts? Earlier companies were allowed to present key profit subtotals as per the guidelines given in IAS 1, and they used their choice to present the subtotals as they deemed appropriate. But with IFRS 18 coming into force corporates will have to present the key Profit and Loss statement subtotals as per new format especially, operating profit which has always been a bone of contention so far. After the adoption of IFRS 18, companies will have to provide more transparency about their operating expenses numbers, which will further help investors and analysts to find and understand the information they need. Management-defined performance Measures: The New, New Many companies used to provide non-IFRS measures, which will now be called as Management-defined performance Measures (MPM), often referred to as alternative performance measures. Though the information was useful to the investors, most companies do not currently provide enough information to enable investors to understand how these measures. IFRS 18 requires companies to disclose explanations of those non-IFRS measures/ Management-defined performance Measures that are related to the income statement. This new requirements will improve the transparency of these measures, and make them subject to audit. More on this in our latter blog. Summary Source: Project summary, IFRS Accounting standards, IFRS 18 Presentation and Disclosure in Financial Statements

DCF, Muliples, or Real Options no matter what you use to investment in stocks or any other asset, there are some basic steps we need to conduct. In addition to quantitative analysis, equity research involves qualitative assessments of factors such as company management, business strategy, competitive advantages, and risks. These are the steps we need to do to construct an equity research report: Define Objectives: Clearly outline the purpose and goals of your equity research, whether it's for investment decision-making, financial analysis, or strategic planning. Gather Information: Collect relevant data from various sources, including financial statements, industry reports, news articles, company presentations, and regulatory filings. Understand Industry Dynamics: Analyze the industry landscape, including market trends, competitive dynamics, regulatory factors, and key drivers affecting companies within the sector. Evaluate Company Fundamentals: Assess the financial health and performance of the company by analyzing its financial statements, including income statement, balance sheet, and cash flow statement. Perform Ratio Analysis: Calculate and interpret key financial ratios such as profitability ratios, liquidity ratios, leverage ratios, and efficiency ratios to assess the company's operational and financial efficiency. Conduct SWOT Analysis: Evaluate the company's strengths, weaknesses, opportunities, and threats to understand its competitive position and potential risks. Forecast Future Performance: Utilize financial modeling techniques to project future earnings, cash flows, and valuation metrics based on historical data, industry trends, and growth prospects. Assess Management Quality: Evaluate the competence and track record of the company's management team, including their strategic vision, execution capabilities, and alignment with shareholder interests. Consider Macro-Economic Factors: Factor in broader economic indicators, geopolitical events, interest rates, and currency fluctuations that may impact the company's performance and industry outlook. Risk Assessment: Identify and assess various risks associated with the company and industry, including market risk, operational risk, regulatory risk, and financial risk. Valuation: Determine the intrinsic value of the company's stock using valuation methods such as discounted cash flow (DCF), comparable company analysis (CCA), and precedent transactions analysis (PTA). Make Recommendations: Based on your analysis, formulate investment recommendations, including buy, sell, or hold, supported by rationale and target price estimates. Monitor and Review: Continuously monitor the company's performance, industry trends, and macro-economic developments to update your investment thesis and adjust recommendations as needed.

I started my stock trading journey on April 1, 2023, the April fool’s day………. umm well. Reason: trading in stock markets is considered only for operators as they make money by fooling retail traders, so I took up the challenge to prove them wrong. Naah………. but to see if the hypothesis was right and can I make money, which is everybody’s primary objective, whether as an active income or passive income. Little bit about me I am 49-year-old and was working for a US based MNC related to oil field services as a pricing specialist some time ago in fact just two weeks. My prior experience of 20 years was working as a journalist and then by pure accident first as executive research associate and then as a market research analyst and a consultant for India’s two largest credit rating agency in India. In terms of project and sector coverage, I worked on assignments related to market demand and supply assessment, pricing, market strategy, business plan, business model strategy, financial pre and final financial and commercial feasibility in oil and gas, LNG, Coal, Renewables, Chemicals, Industrials products, Petrochemicals, Automobiles, FMCG, Infrastructure and skill development. In terms of education, I did my B. Com from Delhi university, Diploma in Journalism, MA Economics, MBA from IIFT and Financial Modeling and Valuation Analyst. Recently, I did training in Diploma in International Financial Reporting Standards (IFRS). But I am still learning with an ultimate aim to finish with CFA. Enough of me, lets start with the real thing - Equity investing. Selecting a stock broker and Demat account I opened a demat account with AngelOne stock broking after researching for different ones in the market with data source being Youtube. There are others like Zerodha, Upstox, Shrekhan, 5paisa, Motilal, to name the few. I found out that they have a simple stock trading interface with the required number of details to work with, at least till now. Factors that I have considered for selection where: 1. Account opening fees 2. Legal aspects in terms of registration with SEBI 3. Brokerage fees 4. Life time free trading 5. Number of clients What to trade in? Well, well, well…. here are the choices: 1. Equity 2. Debt: Corporate bonds, Corporate Debentures and Government securities 3. Currency 4. Commodities a. Gold b. Silver c. Agriculture commodities d. Crude oil and Natural gas e. Ferrous metals f. Non-ferrous metals Quite a list. Yes. The problem with me is that I have some experience how business works in almost all of these markets or industry so making a choice was even more difficult. But it does not end here. The next question that I was to answer was What shall be the investment route?: 1. Mutual Funds though lump-sump one time investment, Systematic Investment Plan (SIP) 2. Exchange Traded Funds (ETF) 3. Individual Shares in cash market 4. IPO’s 5. Futures 6. Options 7. Swaps The Time frame problem 1. Indra-day, Weekly, monthly or 2. Long-term value investment Till now I have settled with or is still experimenting with: IPOs, individual shares with weekly trading and value investing, Mutual Funds through SIP’s. Each having its own risks and rewards. Risk and Rewards: Coming to risks and rewards, what I had learnt, before even I thought of investing or trading, was more the risk more reward and vice versa. Also, I had learnt that though more risk has more reward but if goes against you, one can even loose their shirt. Note don’t get swayed away with more risk, more rewards shit, it can go against you. Youtube investment advice and blah, blah, blah: Top 10 best stocks that will earn you money in 2023, Invest Rs. 5000 month and earn Rs. 1 core in 5 years, or daily Rs. 10,000 profits guaranteed, Top 3 Mutual funds that will change your life and make you crore pati (millionaire for English audience), best stock market secrets or indicators that nobody will tell you but will make you millionaire, make money in stock market using Ichimoku cloud trading system, in 5 days earn 10% profit with secret swing trading system……… blah blah blah. And then the interviews with best brokers that fought with life’s worst circumstances and now are millionaires after stock trading (welcome to dreamland). Nothing against it, but can you be next Rakesh Jhunjhunwala, Prakash Gaba, Vijay Kedia, Mohnish Pabrai, Radhakishan Damani, Mukul Agarwal, or Akash Bhansali, to name few. Let’s not even talk about Warren Buffet, The Oracle of Omaha. The answer is yes but with what probability. Let’s do the math. According to two depositories, NSDL and CDSL, total number of demat accounts is 9.28 crore as on April 30, 2022 so there is 0.00000108% chance that you will become a successful retail trader like say Rakesh Jhunjhunwala. Well, if luck has it you can be next stock trading millionaire. But luck is like a brutal friend that never turns up when you need him or her. Again, it is a game of probability. I remember reading a book by Nassim Nicholas Taleb called “The Black Swan: The Impact of the High” written in 2008, which explains why are we so bad at predicting future and how unlikely events dramatically change our lives if they do happen , as well as what you can do to become better at expecting the unexpected. Books to get you to next level of investing or trading or confusion Here is a small list of books to further confuse you[1] in your journey of investing. Remember almost all of them are written by American authors so ask yourself a question are they relevant to India, maybe I don’t know only time will tell. 1. Rich Dad Poor Dad by Robert Kiyosaki 2. Think and Grow Rich by Napoleon Hill 3. The Psychology of Money by Morgan Housel 4. The Intelligent Investor by Benjamin Graham 5. The Richest Man in Babylon by George S. Clason 6. Coffee Can Investing: The Low-Risk Road to Stupendous Wealth by Pranab Uniyal, Rakshit Ranjan, and Saurabh Mukherjea 7. One Up on Wall Street by Peter Lynch 8. Security Analysis by Benjamin Graham and David Dodd 9. Beating the Street by Peter Lynch 10. The Millionaire Fastlane: Crack the Code to Wealth and Live Rich for a Lifetime! by M. J. DeMarco 11. Security Analysis by Benjamin Graham and David Dodd 12. Secrets of the Millionaire Mind by T. Harv Eker 13. I Will Teach You To Be Rich by Ramit Sethi 14. Fooled by Randomness by Nassim Nicholas Taleb 15. The Millionaire Next Door: The Surprising Secrets of America's Wealthy by Thomas J. Stanley and William D. Danko 16. The Black Swan by Nassim Nicholas Taleb The Warren Buffet Way by Robert G. Hagstrom [1] https://groww.in/blog/books-investing-stock-markets-trading Read them and you will get further confused and mind boggled but some of them are worth it. I have read only the following with a realistic assumption – No technology play was involved and not taking Indian economy into to consideration: 1. The Intelligent Investor by Benjamin Graham 2. Security Analysis by Benjamin Graham and David Dodd 3. One Up on Wall Street by Peter Lynch 4. Beating the Street by Peter Lynch Currently, I am reading Equity Research for Technology Investor Value by Sundeep Bajikar because these days technology matters. Investment Objective If you are not clear about the objective you will fail. Create wealth through value investing and having fun with weekly trade is my mantra. Well, it is for me but I don’t know about you. Money to be spent or shall I say invested Well, there is no limit to it but remember this theory given by my macro-economic guru John Maynard Keynes. According to Keynes, desire to hold money arises because of three motives: 1. Transaction motive which is money for your day-to-day demand like food and fuel and sometimes luxuries 2. Precautionary motive with money in cash form or liquid form for unforeseen contingencies such as sickness, accidents, danger of unemployment and other uncertainties 3. Speculative motive with money in liquid form to take advantage of market movements – stock and bonds, currency or commodities How do you allocate your money? As the saying goes don’t put all your eggs in one basket so don’t put all your earnings in a single asset. Please, please, please before you even think of stock/asset investing put your money into: Health Insurance and Life Insurance and then rest follows. Here are the rules, given your age and priorities: Age - 18 to 30 years, Priority – having fun and building your future Transaction motive: 50% Precautionary motive: 30% Speculative motive: 20% Age - 30 to 42 years, Priority – having some fun and building future of your family (wealth) Transaction motive: 50% Precautionary motive: 40% Speculative motive: 10% Age - 42 to till you live, Priority – having fun and taking care of yourself Transaction motive: 40% Precautionary motive: 45% Speculative motive: 5% Having said that make your own plan as there are no fixed rules or guidelines. The web of Indicators and chart patterns Go to Youtube and just search for best stock market indicators and chart patterns for value investing and intraday or weekly trading. What you get is everybody is calling themselves as an expert. All of them will make you millionaires in days, while they themselves are struggling to make their living apart form Youtube video monetization. So, believe them on your own peril including me who will become an expert soon to post Youtube stock investing videos. I am experimenting with the following as of now: 1) Triangle Breakout and Parablic Breakout 2) Ascending Breakout 3) Failed Descending Traingle 4) Triangle Breakout in a Trend 5) Rounded Breakout 6) Bull or Bear Flag 7) Rectangle Breakout 8) Cup & Handle Breakout 9) Wedge Breakout 10) Double 0r Triple – Bottom/Top Sounds complicated. Yes. They are and I am still in my learning journey so will post my understanding about the same soon. What have I invested in till now – June 10, 2023? Start with a low amount say Rs. 20,000 and increase your investment in a staggered manner as you learn rules of the game. I have invested into the following: I. Value investment A. IPO’s: I invested in Mankind Pharma after a lot of research with the objective of value investing. The research I did related to following parameters: 1. Industry growth to which company belongs to 2. Products it sells and consumers that buy it: Market segmentation, Targeting and Positioning 3. Competition 4. Financials: Sales growth, margin growth (EBITDA, EBIT, PAT), ROCE, and ROE, Cash flow from operations per share, Debt to Equity Ratio, Working Capital Cycle ratio, PE ratio, EPS compared to share price. 5. Management quality: Experience in related industry, years spent in company and carrier progression I invested in one lot of 13 shares with price of Rs. 1080 per share (Total investment Rs. 14,040). The current value per share (June 10, 2023) is Rs. 1485 per share. I wish I had Rs. 1,00,000 to invest. I would have got 92 shares. The money I would have made would have been: (Rs. 1,485.30 – Rs. 1,080)* 92 which amounts to Rs. 37,288, a gain of whooping 266% in roughly one month. Lesson: Money talks and bullshit walks. II. My Trading portfolio (April 20, 2023 – June 10, 2023) I bought following stock in between for trading: 1. Tata Steel 2. IGL 3. Ashok Leyland 4. HBL Power 5. Lemon Tree Hotel 6. IRFC 7. Coal India 8. Tata Coffee Total Investment across the shares is Rs. 6000 with small quantities of 10 shares, except for IGL with 2 shares only. Trading in the future: June 10, 2023 to July 10, 2023 I will write, subsequent to the current monthly blog, my investing journey to showcase how is it going to go in the future and fulfill my promise of challenging the Operators. Happy investing and Happy reading. See you soon on July 10, 2023 !!!!!!!!

Strategic Positioning Map is a visual tool for analyzing and understanding the competitive landscape, identifying differentiation opportunities, and formulating effective strategies "Where to play and how to win" is a fundamental concept in business strategy that focuses on making strategic choices about the target market segments (where to play) and the competitive advantage or value proposition (how to win) that will enable a company to succeed in those chosen markets. It involves identifying attractive markets and then formulating strategies to differentiate and outperform competitors within those markets. A strategic positioning map, also known as a perceptual map, is a visual representation that helps businesses analyze and understand their competitive landscape and the positioning of their products or brands in relation to their competitors. It allows businesses to identify gaps, opportunities, and potential areas of differentiation in the market. Here are the key steps to create a strategic positioning map: Identify key dimensions: Determine the key dimensions or attributes that are important to customers and differentiate products or brands in the market. These dimensions can be price, quality, features, customer service, convenience, or any other factors that influence customer decision-making. Select competitors: Choose the main competitors in your market that you want to compare and position against. These competitors should offer similar products or services and compete for the same target customers. Rate competitors: Evaluate and rate each competitor on each selected dimension. Use a rating scale (e.g., numerical scale or visual representation) to indicate the performance or position of each competitor on each dimension. The ratings should be based on market research, customer feedback, or other reliable sources. Plot competitors on the map: Plot the competitors on a two-dimensional graph, with each dimension represented on the axes. The dimensions should be orthogonal (independent) to ensure clarity and meaningful comparisons. Place each competitor on the map according to their ratings on the respective dimensions. This will visually represent their relative positions in the market. Identify gaps and opportunities: Analyze the positioning map to identify gaps and opportunities in the market. Look for areas where there are no competitors or where competitors are clustered closely together. These gaps or clusters may indicate underserved customer segments or areas where your product or brand can differentiate and stand out. Define your positioning: Determine where you want your product or brand to be positioned on the map. Consider the customer needs, competitive landscape, and your unique value proposition. Choose a positioning that differentiates you from competitors and resonates with your target customers. Develop strategies: Based on your desired positioning and the insights from the map, develop strategies to strengthen your competitive advantage and achieve your desired position. This may involve product improvements, pricing strategies, marketing campaigns, or customer experience enhancements. Monitor and adjust: Regularly monitor the market, customer feedback, and competitors' actions to ensure your positioning remains relevant and effective. Adjust your strategies and positioning as needed to adapt to market changes and maintain a competitive edge. A strategic positioning map provides a visual representation of the competitive landscape and helps businesses make informed decisions about their market positioning and differentiation strategies. It allows for a clear understanding of how products or brands are perceived by customers and helps identify opportunities to create a unique and compelling value proposition. Strategic positioning map of oil and gas inspection companies In the case of oil and gas inspection companies, a strategic positioning map can help identify how these companies differentiate themselves from one another based on key factors. To create a strategic positioning map for oil and gas inspection companies based on price versus services coverage, you can follow these steps: Identify key dimensions: Determine the key dimensions or attributes that are important to customers when evaluating oil and gas inspection services. In this case, the two dimensions are price and services coverage. Select competitors: Choose the main competitors in the oil and gas inspection industry that you want to compare and position on the map. These competitors should offer similar inspection services and compete for the same target customers. Rate competitors: Evaluate and rate each competitor on their pricing and the extent of services coverage they provide. Assess the range and depth of services offered, geographical coverage, expertise, certifications, equipment capabilities, and any specialized services provided. Additionally, consider the pricing structure and how it aligns with the scope of services. Plot competitors on the map: Create a two-dimensional graph with price on the horizontal axis and services coverage on the vertical axis. Place each competitor on the map according to their ratings on the respective dimensions. Higher-priced companies with extensive services coverage would be positioned towards the upper-right quadrant, while lower-priced companies with limited services coverage would be positioned towards the lower-left quadrant. Analyze the positioning: Analyze the positioning map to understand the competitive landscape in the oil and gas inspection industry based on price and services coverage. Identify the positions of different competitors and the gaps in the market. Assess the distribution of competitors across the map and identify potential areas for differentiation or opportunities to fill market gaps. Define your positioning: Determine where you want your company to be positioned on the map based on your business strategy and target market. Consider your pricing strategy and the breadth of services coverage you offer. Choose a positioning that differentiates your company from competitors and aligns with your target customers' needs and preferences. Develop strategies: Based on your desired positioning and the insights from the map, develop strategies to strengthen your competitive advantage and achieve your desired position. This may involve adjusting your pricing strategy, expanding your services' coverage, investing in specialized equipment or certifications, or enhancing your value proposition to customers. Monitor and adjust: Continuously monitor the market, customer feedback, and competitors' actions to ensure your positioning remains relevant and effective. Make adjustments to your strategies and positioning as needed to adapt to changing market dynamics, customer demands, and competitive pressures. Remember that the positioning map is a representation of the perceived market positioning of competitors based on price and services coverage. It provides a visual tool for analyzing and understanding the competitive landscape, identifying differentiation opportunities, and formulating effective strategies. However, it should be complemented with additional market research and customer insights to gain a comprehensive understanding of customer needs and preferences in the oil and gas inspection industry. Inspection services pricing models Inspection service providers may utilize different pricing models to determine the cost of their services. Here are some common pricing models used in the inspection services industry: 1.Fixed Pricing: Under the fixed pricing model, the inspection service provider offers a fixed rate for a specific type of inspection or a defined scope of work. This model is often used for standard or routine inspections where the requirements are well-defined and consistent. 2.Hourly Rates: Hourly rates are based on the amount of time spent on the inspection service. The service provider charges an hourly rate for the labor and expertise involved in conducting the inspection. This model is suitable when the duration of the inspection is uncertain or when the scope of work may vary. 3.Per Unit Pricing: Per unit pricing is used when the inspection service provider charges a fixed rate per unit or item inspected. This model is commonly applied when inspecting numerous identical items or components, such as in manufacturing or production settings. 4.Project-based Pricing: For larger or more complex inspections, a project-based pricing model may be used. The service provider estimates the total cost based on the scope of work, resources required, and anticipated duration of the project. This model allows for more comprehensive pricing that accounts for the specific needs of the project. 5.Subscription or Retainer Pricing: In some cases, inspection service providers may offer subscription or retainer pricing models. Clients pay a fixed monthly or annual fee to access a certain number of inspections or a predetermined level of service throughout the subscription period. This model provides ongoing inspection services and can be beneficial for clients requiring regular inspections. It's important to note that pricing models can vary among inspection service providers, and each provider may have their unique approach. The actual pricing will depend on factors such as the type of inspection, complexity of the project, industry requirements, and the specific needs of the client. When seeking inspection services, it is recommended to discuss pricing models and options with the service provider to understand how they calculate costs and to ensure it aligns with your specific requirements and budget.

Regression analysis is a statistical method used to examine the relationship between one dependent variable (or response variable) and one or more independent variables (or predictor variables). The goal of regression analysis is to identify the best-fitting mathematical model that describes the relationship between the variables. Key terms used in regression Dependent variable: This is the variable that is being predicted or explained by the independent variable(s). Independent variable: This is the variable that is used to predict or explain the dependent variable. Coefficient: This is the value that represents the strength and direction of the relationship between the independent variable and the dependent variable. Correlation: Correlation refers to the relationship between two variables. In statistics, correlation measures the degree to which two variables are related to each other. A correlation between two variables can be positive, negative, or zero. A positive correlation means that as one variable increases, the other variable also tends to increase. For example, there is a positive correlation between the amount of time spent exercising and weight loss. A negative correlation means that as one variable increases, the other variable tends to decrease. For example, there is a negative correlation between the number of hours spent watching TV and academic performance. A zero correlation means that there is no relationship between the two variables. For example, there is no correlation between shoe size and intelligence. Correlation is usually measured using a correlation coefficient, such as Pearson's correlation coefficient. The coefficient ranges from -1 to +1, with -1 indicating a perfect negative correlation, 0 indicating no correlation, and +1 indicating a perfect positive correlation. Confidence intervals: In statistics, a confidence interval (CI) is a range of values that is likely to contain the true population parameter with a certain degree of confidence. A confidence interval is calculated from a sample of data and provides a range of values within which the true value of the population parameter is likely to lie. For example, a 95% confidence interval for the mean weight of a population might be 150-170 pounds. This means that if we take many random samples from the population and calculate the mean weight for each sample, we can expect that 95% of the time, the true population mean weight will fall within the range of 150-170 pounds. The level of confidence associated with a confidence interval is determined by the researcher and is typically 90%, 95%, or 99%. The wider the confidence interval, the more uncertain we are about the true value of the population parameter. Conversely, a narrower confidence interval indicates greater precision and more certainty about the true value of the population parameter. Confidence intervals are widely used in statistical inference and are often used to assess the precision of estimates obtained from sample data. A 95% confidence interval is a range of values that is calculated from a statistical sample and is believed to contain the true population parameter with a 95% probability. In other words, if we were to take many random samples from a population and calculate the confidence intervals for each sample, 95% of those intervals would contain the true population parameter. The confidence interval is calculated using a point estimate of the parameter, such as the sample mean or proportion, and the standard error of the estimate. The formula for the 95% confidence interval for a population mean is: Confidence interval = Point Estimate ± (Critical value x Standard error) Source: https://www.questionpro.com/blog/confidence-interval-formula/ The critical value is based on the desired level of confidence (in this case, 95%) and the sample size. The larger the sample size, the smaller the standard error, and the narrower the confidence interval. Confidence intervals are commonly used in hypothesis testing to determine whether a sample mean or proportion is significantly different from a hypothesized population value. Critical value: In statistics, the critical value refers to the number that defines the threshold beyond which a statistical test will reject the null hypothesis. In other words, it represents the value that is used to determine whether the test statistic falls within the rejection region or the non-rejection region. The critical value is calculated based on the level of significance chosen for the test, which is typically set at 5% (or 0.05). This means that if the calculated test statistic falls in the rejection region beyond the critical value, we can reject the null hypothesis with 95% confidence. The critical value can be obtained from a statistical table or using statistical software. It is often used in hypothesis testing, confidence intervals, and other statistical analyses to determine whether the results are statistically significant. Level of significance: The level of significance, also known as alpha level, is a threshold value that determines the likelihood of rejecting the null hypothesis in a statistical test. It is usually set at a predetermined value, such as 0.05 or 0.01, and represents the maximum probability of making a Type I error (rejecting a true null hypothesis). In other words, it is the probability of concluding that there is a significant effect when there is none. The lower the level of significance, the more confident we can be in our conclusions. However, a lower level of significance also increases the likelihood of making a Type II error (failing to reject a false null hypothesis). Therefore, the level of significance should be chosen carefully based on the nature of the research problem and the consequences of making a Type I or Type II error. Residuals: These are the differences between the predicted values and the actual values of the dependent variable. R-squared: This is a measure of how well the regression line fits the data points. Intercept: This is the value of the dependent variable when all the independent variables are zero. Outliers: These are data points that are significantly different from the other data points and can have a large effect on the regression line. Multicollinearity: This occurs when two or more independent variables are highly correlated with each other. Heteroscedasticity: This is the condition where the variance of the residuals is not constant across all levels of the independent variable. Overfitting: This occurs when the regression line fits the training data too closely and does not generalize well to new data. Standard error in regression In regression analysis, the standard error (SE) is a measure of the variability of the regression coefficients or parameters. It represents the average distance that the observed values fall from the regression line. The standard error is used to test hypotheses about the coefficients or parameters, and it is also used to construct confidence intervals for the coefficients. The standard error can be used to assess the precision of the estimates. A smaller standard error indicates a more precise estimate. The standard error is calculated using the residual error of the regression model, which represents the difference between the predicted values and the observed values. The standard error is usually reported along with the estimated coefficients or parameters in the regression output. Type 1 error: Type 1 error, also known as a false positive error, occurs when a null hypothesis is rejected even though it is true. In other words, it is a situation where we incorrectly reject a true null hypothesis. An example of Type 1 error is a medical test that indicates a person has a disease when in fact they do not. For instance, let's say a certain medical test has a false positive rate of 5% and a patient tested positive for the disease. This means that there is a 5% chance that the test result is a false positive, and the patient does not actually have the disease. If the patient is diagnosed and treated based on this incorrect result, they would undergo unnecessary treatment and incur additional medical expenses. This type of error is particularly critical in fields such as medicine, where incorrect decisions can have serious consequences. Therefore, researchers and practitioners try to minimize Type 1 errors by setting an appropriate level of significance for their hypothesis tests. Type 2 error: A type 2 error occurs when we fail to reject a null hypothesis that is actually false. In other words, we conclude that there is no significant difference between two groups or variables when there actually is. For example, let's say a pharmaceutical company is testing a new drug for effectiveness in treating a particular disease. The null hypothesis is that the drug is not effective, while the alternative hypothesis is that the drug is effective. If the company fails to reject the null hypothesis (i.e. they conclude that the drug is not effective) when the drug is actually effective, they have made a type 2 error. This could be a serious mistake, as patients who could benefit from the drug may not receive it. Steps in conducting regression analysis Here are the key steps in conducting a regression analysis: Define the research question: Clearly define the research question and the dependent variable and independent variables to be analyzed. Gather data: Collect data for the dependent variable and independent variables. The data can be obtained through surveys, experiments, or other sources. Choose the regression model: Select the appropriate regression model based on the research question and type of data. Common regression models include linear regression, multiple regression, and logistic regression. Analyze the data: Use statistical software to run the regression analysis and obtain the regression coefficients, which represent the slope and intercept of the regression line. Interpret the results: Interpret the regression coefficients to determine the strength and direction of the relationship between the dependent variable and independent variables. The coefficient of determination (R-squared) can be used to measure the goodness of fit of the regression model. Test the model: Use hypothesis testing to determine if the regression model is statistically significant and if the independent variables are significant predictors of the dependent variable. Regression analysis is commonly used in market research to identify the factors that influence consumer behavior and purchase decisions. It can help businesses to understand the key drivers of customer satisfaction, loyalty, and engagement, and inform marketing strategies to optimize customer outcomes. Types of regression analysis There are several types of regression analysis, some of which are: Simple Linear Regression: This involves finding the relationship between two continuous variables. One variable is considered as the dependent variable while the other is the independent variable. Multiple Linear Regression: This involves finding the relationship between one dependent variable and multiple independent variables. Logistic Regression: This is used when the dependent variable is binary, i.e., it takes two values. Polynomial Regression: This involves fitting a curve to the data points instead of a straight line. Ridge Regression: This is used to avoid the problem of multicollinearity in multiple linear regression. Lasso Regression: This is used for feature selection in multiple linear regression. Time Series Regression: This involves finding the relationship between a dependent variable and time. Regression analysis assumptions Regression analysis makes several assumptions about the data that should be checked before interpreting the results. These assumptions include: Linearity: The relationship between the dependent variable and each independent variable should be linear. This can be assessed by examining scatter plots of the data. Linearity assumption in regression analysis assumes that there is a linear relationship between the independent variable(s) and the dependent variable. This means that the relationship between the variables can be represented by a straight line. The linearity assumption is important because regression analysis relies on the assumption that a unit change in the independent variable(s) results in a constant change in the dependent variable. If the relationship between the independent and dependent variables is not linear, regression analysis may not be appropriate, and other statistical methods may need to be used. There are several ways to check for linearity in regression analysis. One common method is to create a scatter plot of the independent variable(s) against the dependent variable and visually inspect the plot for any non-linear patterns. Another method is to use diagnostic plots, such as a residual plot or a normal probability plot, to check for non-linear patterns in the data. If non-linear patterns are found, a transformation of the variables may be necessary to satisfy the linearity assumption. Scatter plot: Inflation and Area under cultivation Source: Reserve Bank of India Independence: Observations should be independent of each other. In other words, the value of the dependent variable for one observation should not be related to the value of the dependent variable for any other observation. Homoscedasticity: The variance of the dependent variable should be constant across all levels of the independent variable. This can be assessed by examining a plot of the residuals (the difference between the predicted and observed values) versus the predicted values. Homoscedasticity is a property of a set of data where the variance of the residuals (the difference between the predicted values and the actual values) is constant across all levels of the predictor variable. In other words, it means that the spread of the residuals is similar across the range of the predictor variable. Homoscedasticity is an important assumption of regression analysis. Violations of this assumption can result in biased estimates of the regression coefficients and incorrect statistical inference. If the residuals exhibit a pattern where the spread increases or decreases systematically with the predictor variable, it suggests that the variance of the dependent variable is not constant across the range of the predictor variable. This is called heteroscedasticity. There are several ways to assess homoscedasticity. One common method is to plot the residuals against the predicted values and look for a pattern. If the spread of the residuals is roughly constant across the range of the predictor variable, the data are said to be homoscedastic. If the spread of the residuals changes systematically with the predictor variable, the data are said to be heteroscedastic. If heteroscedasticity is detected, there are several techniques that can be used to address the problem. One approach is to transform either the dependent or independent variables to make the relationship more linear. Another approach is to use weighted least squares regression, which assigns more weight to observations with smaller variances. Finally, robust regression methods can be used, which are less sensitive to outliers and other deviations from the assumptions of normality and homoscedasticity. Normality: The residuals should be normally distributed. This can be assessed by examining a histogram of the residuals or a normal probability plot. The normality assumption in regression analysis is the assumption that the errors (or residuals) follow a normal distribution. In other words, the distribution of the residuals should be approximately symmetric and bell-shaped. The normality assumption is important because it is a key assumption of many statistical tests, such as the t-test and F-test, which are used to test the significance of the regression coefficients and the overall model fit. Violations of the normality assumption can result in biased estimates of the regression coefficients and incorrect statistical inference. One common way to assess the normality assumption is to plot the residuals in a histogram or a normal probability plot. A histogram can help you visualize the distribution of the residuals, while a normal probability plot can help you determine whether the distribution of the residuals is approximately normal. In a normal probability plot, if the residuals are normally distributed, they will form a straight line. If the normality assumption is violated, there are several techniques that can be used to address the problem. One approach is to transform either the dependent or independent variables to make the relationship more linear. Another approach is to use non-parametric regression methods, which do not require the normality assumption. Additionally, robust regression methods can be used, which are less sensitive to outliers and other deviations from the assumptions of normality and homoscedasticity. Outliers: There should be no outliers, or extreme values that have a large influence on the regression results. These can be identified by examining a plot of the residuals versus the independent variable. Outliers are observations that lie far away from the other observations in a dataset. In regression analysis, outliers can have a significant impact on the model's results and can distort the line of best fit. Outliers can occur due to errors in data collection or measurement, or due to natural variation in the data. There are several ways to detect outliers in regression analysis. One common method is to create a scatter plot of the data and visually inspect the plot for any points that appear to be far away from the other points. Another method is to calculate the studentized residuals, which are residuals divided by their standard error, and identify any residuals that have a value greater than three or less than negative three. These studentized residuals indicate observations that are more extreme than what would be expected by chance alone. Once outliers are identified, there are several options for dealing with them in regression analysis. One option is to remove the outliers from the analysis if they are due to measurement errors or other known sources of error. Another option is to transform the data, such as by taking the natural logarithm of the variables, to reduce the impact of the outliers on the analysis. In some cases, it may be appropriate to use robust regression methods that are less sensitive to outliers. Collinearity: The independent variables should not be highly correlated with each other. This can be assessed by examining a correlation matrix or a variance inflation factor (VIF) calculation. Collinearity is a situation in regression analysis where two or more independent variables are highly correlated with each other. The collinearity assumption in regression analysis is the assumption that there is no high correlation between the independent variables. The presence of collinearity can cause several problems in regression analysis, including: Unstable and unreliable regression coefficients: The presence of collinearity can make it difficult to determine the individual effect of each independent variable on the dependent variable, as the coefficients can become unstable and unreliable. Difficulty in interpreting the results: Collinearity can make it difficult to interpret the results of a regression analysis, as the effects of the independent variables on the dependent variable become unclear. Inflated standard errors: Collinearity can lead to inflated standard errors for the regression coefficients, which can make it difficult to determine the statistical significance of the results. Reduced predictive accuracy: Collinearity can reduce the predictive accuracy of the regression model, as it can lead to overfitting and other problems. To check for collinearity, one approach is to calculate the correlation matrix between the independent variables. If the correlation between two or more independent variables is very high (e.g., greater than 0.8 or 0.9), then there may be collinearity. Another approach is to calculate the variance inflation factor (VIF) for each independent variable. The VIF measures how much the variance of the estimated regression coefficient is increased due to collinearity with the other independent variables. If the VIF for any independent variable is greater than 10, then there may be collinearity. If collinearity is detected, there are several techniques that can be used to address the problem. One approach is to remove one or more of the highly correlated independent variables from the model. Another approach is to use principal component analysis (PCA) or other variable reduction techniques to create a new set of independent variables that are uncorrelated. Finally, regularization techniques, such as ridge regression or lasso regression, can also be used to address the problem of collinearity. If any of these assumptions are violated, it may affect the validity of the regression results. In some cases, transformations of the data or the use of different regression models may be necessary to address these issues. Data transformation in regression Data transformation in regression is the process of transforming the variables in a regression model to meet certain assumptions or to improve the model's fit. This can be necessary when the data violates one or more of the assumptions of the regression analysis, such as non-normality or non-linearity. There are several types of data transformations that can be applied to a regression model, including: Logarithmic transformation: This is used when the relationship between the dependent and independent variables is non-linear and can be improved by taking the logarithm of one or both variables. Square root transformation: This is used when the data is skewed and can be improved by taking the square root of the variable. Box-Cox transformation: This is a general method for transforming the data to make it more normal, by taking the logarithm or power of the variable. Z-score transformation: This is used to standardize the data by subtracting the mean and dividing by the standard deviation. Winsorization: This involves replacing extreme values (outliers) in the data with less extreme values, which can help to reduce their influence on the regression model. Overall, data transformation can help to improve the accuracy and reliability of regression models, and is an important tool in data analysis and statistics.

Design by Freepik.com Market research surveys are a type of survey used to gather information about a target market or audience. These surveys are designed to help businesses and organizations make informed decisions about their products, services, and marketing strategies. Here are some common types of market research surveys: Customer Satisfaction Surveys: These surveys are designed to measure customer satisfaction with a company's products or services. They can be used to identify areas for improvement and to develop strategies to increase customer loyalty. Brand Awareness Surveys: These surveys are used to measure brand recognition and awareness among a target audience. They can help businesses understand how well their brand is known in the market and how they can improve their marketing efforts. Product/Service Surveys: These surveys are designed to gather feedback on a specific product or service. They can be used to identify areas for improvement and to develop new products or services. Market Segmentation Surveys: These surveys are used to divide a market into smaller segments based on characteristics such as age, gender, income, and interests. They can help businesses understand their target audience and develop targeted marketing strategies. Pricing Surveys: These surveys are designed to gather feedback on pricing strategies for products or services. They can help businesses determine the optimal price for their products or services and identify opportunities to increase revenue. Advertising Effectiveness Surveys: These surveys are used to measure the effectiveness of advertising campaigns. They can help businesses understand how well their advertising is resonating with their target audience and identify areas for improvement. The type of market research survey used will depend on the research objectives and the target audience. It's important to choose the right type of survey to ensure that the research is effective and provides actionable insights. Types of survey for market research There are several types of surveys that can be used for market research. Here are some of the most common types: Online Surveys: These are surveys that are conducted online, usually through a web-based survey platform or email. Online surveys are often used for consumer research and can be cost-effective and easy to distribute. Phone Surveys: These are surveys that are conducted over the phone. Phone surveys can be used for both consumer and business research and can be effective for reaching a specific target audience. Mail Surveys: These are surveys that are sent through the mail to a sample of the population. Mail surveys can be used for both consumer and business research, but they tend to have a lower response rate than other survey types. In-person Surveys: These are surveys that are conducted face-to-face with respondents. In-person surveys can be used for both consumer and business research and can be effective for collecting detailed information. Focus Groups: These are small group discussions that are led by a moderator. Focus groups are often used for consumer research and can provide in-depth insights into consumer attitudes and behavior. Ethnographic Research: This is a type of research that involves observing consumers in their natural environment. Ethnographic research can provide detailed insights into consumer behavior and attitudes. Panel Surveys: These are surveys that are conducted with a panel of respondents over time. Panel surveys can be used for both consumer and business research and can provide insights into changes in consumer attitudes and behavior over time. The type of survey used will depend on the research objectives, target audience, and available resources. It's important to choose the right survey type to ensure that the research is effective and provides actionable insights. Customer Satisfaction Surveys: Customer Satisfaction Surveys are used to measure how satisfied customers are with a company's products, services, or overall experience. These surveys can provide valuable insights into customer behavior and preferences, as well as identify areas for improvement. Here are some tips for designing effective Customer Satisfaction Surveys: Use a mix of closed-ended and open-ended questions: Closed-ended questions (e.g., multiple-choice or rating scales) can provide quantitative data, while open-ended questions (e.g., free-text responses) can provide qualitative data and insights into customer sentiment. Keep the survey short and focused: Customers are more likely to complete a survey if it's short and to the point. Focus on the most important aspects of the customer experience and limit the number of questions to no more than 10-15. Use clear and concise language: Make sure the survey questions are easy to understand and avoid using technical jargon or complex language. Include a mix of positive and negative questions: Including positive questions (e.g., "What did you like about our service?") as well as negative questions (e.g., "What could we improve?") can help provide a balanced view of the customer experience. Offer incentives: Offering incentives such as discounts or freebies can encourage customers to complete the survey and provide valuable feedback. Follow up with customers: Once the survey is complete, follow up with customers to thank them for their feedback and to let them know how their feedback will be used to improve the customer experience. By following these tips, businesses can design effective Customer Satisfaction Surveys that provide valuable insights into customer behavior and preferences, as well as identify areas for improvement. Brand Awareness Surveys Brand Awareness Surveys are used to measure the level of brand recognition and awareness among a target audience. These surveys can provide valuable insights into a brand's market position and competitive landscape. Here are some tips for designing effective Brand Awareness Surveys: Use aided and unaided recall questions: Aided recall questions ask respondents to name a brand from a list of options, while unaided recall questions ask respondents to name a brand without any prompts. This can help measure both top-of-mind awareness and overall brand recall. Include questions about brand attributes: Ask respondents to rate the brand on various attributes such as quality, reliability, and innovation. This can provide insights into how the brand is perceived relative to competitors. Measure brand loyalty: Ask respondents if they are current customers of the brand, and if they would consider purchasing from the brand in the future. This can help measure brand loyalty and potential for future growth. Use clear and concise language: Make sure the survey questions are easy to understand and avoid using technical jargon or complex language. Include demographic questions: Ask respondents about their age, gender, income, and other demographic factors. This can provide insights into how brand awareness varies among different segments of the target audience. Offer incentives: Offering incentives such as discounts or freebies can encourage respondents to complete the survey and provide valuable feedback. By following these tips, businesses can design effective Brand Awareness Surveys that provide valuable insights into a brand's market position and competitive landscape. Product/Service Surveys Product/Service Surveys are used to measure customer satisfaction, identify areas for improvement, and gather feedback on specific products or services. Here are some tips for designing effective Product/Service Surveys: Keep it focused: Keep the survey focused on the specific product or service being evaluated. Avoid asking questions that are not relevant to the product or service being evaluated. Ask about the overall experience: Ask questions about the overall experience with the product or service, including ease of use, quality, and value. Use rating scales: Use rating scales to measure satisfaction with different aspects of the product or service, such as ease of use, quality, and customer service. Include open-ended questions: Include open-ended questions that allow customers to provide detailed feedback on their experience with the product or service. Ask about improvements: Ask customers about what improvements they would like to see in the product or service. This can provide valuable insights into areas for improvement. Make it easy to complete: Keep the survey short and easy to complete. Use clear and concise language, and avoid using technical jargon or complex language. Offer incentives: Offering incentives such as discounts or freebies can encourage customers to complete the survey and provide valuable feedback. By following these tips, businesses can design effective Product/Service Surveys that provide valuable insights into customer satisfaction, areas for improvement, and feedback on specific products or services. Market Segmentation Surveys Market Segmentation Surveys are used to identify the different groups of customers or potential customers based on their needs, preferences, and behavior. Here are some tips for designing effective Market Segmentation Surveys: Define the objectives: Start by defining the objectives of the survey, including the specific segments to be identified and the key characteristics that will be used to differentiate them. Use a mix of questions: Use a mix of closed-ended and open-ended questions to gather both quantitative and qualitative data. Closed-ended questions can be used to gather data on demographic and behavioral characteristics, while open-ended questions can be used to gather data on attitudes, opinions, and perceptions. Ask about purchase behavior: Ask questions about purchase behavior, including how frequently customers purchase the product or service, the reasons for purchasing, and the sources of information used in the purchasing process. Include demographic questions: Include demographic questions such as age, gender, income, and education level. This information can be used to identify key customer segments based on demographic characteristics. Use cluster analysis: Use cluster analysis to identify customer segments based on their responses to the survey questions. Cluster analysis is a statistical technique that groups customers based on their similarity in response to the survey questions. Validate the segments: Validate the segments by analyzing differences in behavior, needs, and preferences between the identified segments. This can help to ensure that the segments are meaningful and can be used to develop targeted marketing strategies. By following these tips, businesses can design effective Market Segmentation Surveys that provide valuable insights into customer behavior, needs, and preferences, and can be used to develop targeted marketing strategies for different customer segments. Pricing Surveys Pricing Surveys are used to gather data on how customers perceive the pricing of a product or service. Here are some tips for designing effective Pricing Surveys: Define the objectives: Start by defining the objectives of the survey, including the specific pricing questions to be answered and the target customer segments. Include specific pricing questions: Include questions that focus on specific aspects of pricing, such as perceived value, willingness to pay, and price sensitivity. Use a mix of closed-ended and open-ended questions to gather both quantitative and qualitative data. Use pricing scenarios: Use pricing scenarios to gauge customer reactions to different pricing options. This can help to identify the optimal pricing strategy for different customer segments. Consider competitive pricing: Consider competitive pricing by including questions about competitors' pricing and how customers perceive the value of the product or service relative to competitors. Use a representative sample: Ensure that the survey sample is representative of the target customer segments. This can be achieved by using random sampling techniques and targeting specific customer segments. Analyze the data: Analyze the data to identify patterns and trends in customer perceptions of pricing. This can help to identify opportunities for pricing optimization and inform pricing strategies for different customer segments. By following these tips, businesses can design effective Pricing Surveys that provide valuable insights into customer perceptions of pricing and help to inform pricing strategies for different customer segments. Advertising Effectiveness Surveys Advertising Effectiveness Surveys are used to measure the effectiveness of advertising campaigns. Here are some tips for designing effective Advertising Effectiveness Surveys: Define the objectives: Start by defining the objectives of the survey, including the specific advertising questions to be answered and the target customer segments. Measure recall: Measure the recall of the advertising campaign by asking questions about the ad, such as the message, brand, and product or service being advertised. Measure impact: Measure the impact of the advertising campaign by asking questions about the customer's attitude toward the brand and their likelihood to purchase the product or service. Use a control group: Use a control group to measure the effectiveness of the advertising campaign. This can be achieved by dividing the sample into two groups, with one group exposed to the advertising campaign and the other group not exposed. By comparing the results of both groups, it is possible to measure the impact of the advertising campaign. Use a representative sample: Ensure that the survey sample is representative of the target customer segments. This can be achieved by using random sampling techniques and targeting specific customer segments. Analyze the data: Analyze the data to identify patterns and trends in customer perceptions of the advertising campaign. This can help to identify opportunities for advertising optimization and inform future advertising strategies for different customer segments. By following these tips, businesses can design effective Advertising Effectiveness Surveys that provide valuable insights into the effectiveness of advertising campaigns and help to inform future advertising strategies for different customer segments.

Designed by Freepik The customer journey is the process that a customer goes through when they interact with a business, from the initial awareness of the business to the final purchase and post-purchase experience. The customer journey encompasses all the touchpoints that a customer has with a business, including marketing, sales, customer service, and support. Understanding the customer journey is essential for businesses to deliver a seamless and satisfying customer experience. Here are the key stages of the customer journey: Awareness: The customer becomes aware of the business through marketing efforts, such as advertising, social media, word-of-mouth, or search engine results. Consideration: The customer considers the business as a potential solution to their needs and conducts research to learn more about the product or service. This stage may involve visiting the business's website, reading reviews, or asking for recommendations. Decision: The customer makes a decision to purchase the product or service, based on factors such as price, quality, reputation, and customer service. Purchase: The customer completes the purchase transaction, either online or in-person, and receives the product or service. Post-purchase: The customer evaluates their experience with the product or service and may provide feedback or leave a review. This stage also includes follow-up communications from the business, such as customer service, support, or marketing efforts to encourage repeat business or referrals. By understanding the customer journey, businesses can identify areas where they can improve the customer experience, such as by enhancing their website design, improving customer service, or optimizing their marketing efforts. By providing a seamless and satisfying customer journey, businesses can build strong relationships with customers and increase customer loyalty and advocacy. A. Customer Awareness Customer awareness is the first stage in the customer journey, where a potential customer becomes aware of a business or a product/service offered by a business. At this stage, the customer may not have a clear understanding of the business, its offerings, or how it can help solve their problem or fulfill their needs. It is the job of the business to make potential customers aware of their brand and products/services, so they can progress through the customer journey and eventually make a purchase. Here are some ways that businesses can increase customer awareness: Advertising: Businesses can use various advertising channels such as TV, radio, billboards, or online advertising to create awareness of their brand or product/service. Content marketing: Content marketing involves creating and sharing valuable, informative, and engaging content through various channels such as blogs, social media, or email marketing, to attract potential customers and increase awareness. Public relations: PR activities such as press releases, media outreach, or events can help businesses generate media coverage and increase visibility and awareness of their brand. Search engine optimization (SEO): Optimizing a business's website for search engines can help it appear higher in search results when potential customers search for relevant keywords, increasing awareness of the business. Word-of-mouth: Satisfied customers can become brand advocates, spreading the word about the business and its products/services to their networks, increasing awareness and credibility. By increasing customer awareness, businesses can attract potential customers and move them through the customer journey, eventually leading to a purchase. It's important to understand the target audience and their needs and preferences to create effective awareness strategies that resonate with them. Customer Awareness models There are several models that businesses can use to increase customer awareness. Here are three examples: AIDA Model: This model stands for Attention, Interest, Desire, and Action. The AIDA model suggests that businesses need to first grab the customer's attention, generate interest in their product or service, create a desire for the product, and finally prompt the customer to take action (such as making a purchase). DAGMAR Model: The DAGMAR model (Defining Advertising Goals for Measured Advertising Results) focuses on defining clear communication objectives for advertising campaigns. The model suggests that advertising should move potential customers through a hierarchy of effects, starting with Awareness, then Comprehension, Conviction, and finally Action. See-Think-Do-Care Framework: This framework, developed by Google, is focused on the customer journey and suggests that businesses need to focus on four stages of the customer journey. See is the awareness stage, where customers become aware of the business or product. Think is the consideration stage, where customers start researching the business and its products. Do is the purchase stage, where customers make a purchase. Care is the post-purchase stage, where businesses should focus on retaining customers and encouraging repeat purchases. By using these models, businesses can create effective strategies to increase customer awareness and move them through the customer journey. It's important to note that these models should be adapted to the specific needs and preferences of the target audience and industry. B. Consideration The customer consideration stage is a critical part of the customer journey where potential customers evaluate their options and decide whether or not to make a purchase. At this stage, customers have become aware of the business and its products or services, and are actively researching and comparing their options. Here are some ways that businesses can optimize the customer consideration stage to increase the likelihood of a purchase: Provide detailed product information: Customers at this stage are looking for detailed information about the products or services being offered. Businesses should provide clear and comprehensive product descriptions, specifications, and pricing information. Use customer reviews and testimonials: Customers are more likely to trust the opinions of other customers. By featuring customer reviews and testimonials on their website or other marketing materials, businesses can help potential customers make informed decisions. Offer product demos or free trials: Customers at this stage may be hesitant to make a purchase without first trying the product or service. Offering demos or free trials can help potential customers experience the value of the product or service and increase the likelihood of a purchase. Provide excellent customer service: At the consideration stage, customers may have questions or concerns about the product or service. Businesses should provide responsive and helpful customer service to address any questions or concerns and build trust with potential customers. Use retargeting ads: Retargeting ads can help businesses stay top of mind for potential customers who have visited their website but have not yet made a purchase. These ads can be targeted to customers who have shown interest in specific products or services. By optimizing the customer consideration stage, businesses can increase the likelihood of a purchase and move potential customers through the customer journey. C. Customer Buying Decision Criteria The customer buying decision criteria are the factors that influence a customer's decision to purchase a product or service. These criteria can vary depending on the type of product or service being considered, as well as the individual customer's preferences and priorities. Here are some common decision criteria that customers may consider: Price: Customers often consider the price of a product or service when making a purchase decision. They may compare prices with those of competitors or look for promotions or discounts that can make a purchase more affordable. Quality: Customers may prioritize quality when making a purchase decision. They may look for products that are durable, reliable, and of high quality. Convenience: Convenience is another important factor for customers. They may prioritize products or services that are easy to use or require minimal effort, or that offer quick delivery or other convenient features. Brand reputation: A strong brand reputation can influence a customer's decision to purchase a product or service. Customers may be more likely to trust brands that are well-known or have a positive reputation. Customer reviews: Customer reviews can also play a role in a customer's purchase decision. Positive reviews can help build trust and confidence in a product or service, while negative reviews can discourage a purchase. Product features: Customers may consider the specific features of a product or service when making a purchase decision. They may prioritize features that meet their specific needs or preferences. Environmental and social impact: An increasing number of customers are also considering the environmental and social impact of the products they purchase. Customers may prioritize products or services that are environmentally friendly, ethically sourced, or produced under fair labor conditions. By understanding these decision criteria, businesses can develop marketing strategies and product offerings that align with their target customers' preferences and priorities. D. Customer post Purchase decision criteria Customer post-purchase decision criteria refer to the factors that customers consider after they have made a purchase. These criteria can influence the customer's satisfaction with the product or service, as well as their likelihood of making future purchases from the same brand. Here are some common post-purchase decision criteria that customers may consider: Product performance: After making a purchase, customers may evaluate the performance of the product or service. If the product meets or exceeds their expectations, they may be more likely to make future purchases from the same brand. Customer service: The level of customer service that a brand provides can also influence a customer's post-purchase decision. If the brand offers prompt and helpful customer service, customers may be more likely to recommend the brand to others and make future purchases. Brand reputation: The reputation of the brand can also be a factor in a customer's post-purchase decision. If the brand delivers on its promises and provides high-quality products and services, customers may be more likely to remain loyal to the brand. Price: Customers may also consider the price of the product or service after making a purchase. If they feel that they received good value for their money, they may be more likely to make future purchases from the same brand. Loyalty programs: Some brands offer loyalty programs or rewards for repeat customers. These programs can encourage customers to make future purchases and increase their loyalty to the brand. By understanding these post-purchase decision criteria, businesses can develop strategies to improve customer satisfaction and encourage repeat purchases. For example, they may focus on providing excellent customer service, offering loyalty programs, or emphasizing the quality of their products or services. Mapping customer journey for inspection services Mapping the customer journey for inspection services can help businesses understand the steps that customers take when using their services. This can help businesses identify areas for improvement and create a better customer experience. Here is a sample customer journey map for inspection services: Awareness: The customer becomes aware of the need for an inspection service. This could happen through online searches, word of mouth, or advertising. Research: The customer begins to research inspection services to find the best option. They may look at online reviews, compare prices, and evaluate the services offered. Contact: The customer contacts the inspection service provider to request a quote or to schedule an inspection. This could happen through phone, email, or online booking. Pre-inspection communication: The inspection service provider communicates with the customer to confirm the inspection details, answer any questions, and provide instructions for preparing for the inspection. Inspection: The inspection service provider conducts the inspection according to the agreed-upon schedule and checklist. The customer may or may not be present during the inspection. Post-inspection communication: The inspection service provider communicates the results of the inspection to the customer, including any issues found and recommended solutions. They may also provide a written report. Follow-up: The inspection service provider follows up with the customer to ensure that any issues have been resolved to their satisfaction and to answer any additional questions. By mapping the customer journey for inspection services, businesses can identify areas where they can improve the customer experience. For example, they may focus on providing clear and timely communication throughout the process, ensuring that inspections are conducted efficiently and accurately, and following up with customers to ensure their satisfaction.

Designed by vectorjuice / Freepik Market positioning is the process of creating a unique image and identity for a product or service in the minds of target customers. It involves identifying the key features and benefits that distinguish a product or service from those of competitors and communicating them to customers in a way that resonates with their needs and preferences. The goal of market positioning is to create a distinctive image and reputation for a product or service that sets it apart from competitors and creates a positive association with target customers. Effective market positioning can help businesses to attract new customers, retain existing customers, and improve their competitive advantage. Market positioning typically involves three steps: Identify the target market: Identifying the specific group of customers who are most likely to benefit from and value the product or service. Determine the unique selling proposition: Identifying the key features and benefits that distinguish the product or service from those of competitors and that are most important to the target customers. Communicate the message: Communicating the unique selling proposition to target customers in a way that resonates with their needs and preferences, through various marketing channels such as advertising, social media, public relations, and other promotional activities. Market positioning can be based on a variety of factors, such as product quality, innovation, convenience, price, service, brand reputation, or other features that are important to the target customers. By creating a distinctive image and reputation for a product or service that resonates with target customers, businesses can improve their competitive advantage, increase customer loyalty, and grow their market share. Identifying the target market Identifying the target market is a crucial step in developing an effective marketing strategy. It involves identifying the specific group of people or organizations that are most likely to purchase the product or service and tailoring the marketing efforts to appeal to them. Here are the steps involved in identifying the target market: Conduct market research: This involves gathering information about the potential customers, such as their demographics, behavior, preferences, and needs. This information can be collected through surveys, focus groups, interviews, and online research. Analyze the data: Once the data is collected, it's important to analyze it to identify patterns and trends that can be used to develop customer profiles. These profiles should include information about the customer's age, gender, income, education, geographic location, lifestyle, and behavior. Segment the market: Based on the customer profiles, the market can be segmented into different groups that share similar characteristics and needs. This helps to identify the most profitable and viable segments to target. Evaluate market attractiveness: Once the market segments are identified, it's important to evaluate their attractiveness based on factors such as size, growth potential, competition, and profitability. Select the target market: Based on the market research and analysis, select the most viable and profitable market segment to target. This should be the group of customers that is most likely to purchase the product or service. Develop the marketing mix: Once the target market is identified, it's important to tailor the marketing mix to appeal to that specific group of customers. This includes developing a product or service that meets their needs and preferences, setting a price that is attractive to them, and creating promotional messages and channels that resonate with them. By identifying the target market, businesses can develop a more effective marketing strategy that is focused on the specific group of customers that is most likely to purchase the product or service. This helps to increase the effectiveness of marketing efforts, reduce costs, and improve overall business performance. Market positioning types There are several types of market positioning that businesses can use to create a unique image and identity for their products or services. Here are some common types: Product feature positioning: This type of positioning focuses on the unique features or characteristics of the product, such as quality, performance, or design. Price positioning: This type of positioning focuses on the product's price relative to competitors, such as offering lower prices or emphasizing the product's value for the price. Benefit positioning: This type of positioning focuses on the benefits or solutions that the product provides to customers, such as convenience, time-saving, or solving a specific problem. Quality or luxury positioning: This type of positioning focuses on the product's quality, prestige, or exclusivity, appealing to customers who value premium or luxury products. Competitor-based positioning: This type of positioning focuses on the product's advantages over competitors, such as better quality, faster delivery, or better customer service. User-based positioning: This type of positioning focuses on the needs or preferences of a specific group of users, such as age, gender, lifestyle, or interests. Cultural or ethical positioning: This type of positioning focuses on the product's alignment with certain cultural or ethical values, such as sustainability, social responsibility, or diversity and inclusion. By choosing the right type of market positioning based on their product or service and target customers, businesses can create a unique identity and reputation that sets them apart from competitors and resonates with customers' needs and preferences. A. Product feature positioning Product feature positioning is a type of marketing strategy that focuses on highlighting the unique features of a product or service. It involves identifying the key features or attributes of the product or service and emphasizing them in marketing messages and communication with customers. The goal of product feature positioning is to differentiate the product or service from competitors and create a unique selling proposition that appeals to customers. Designed by vectorjuice / Freepik Here are some common product feature positioning strategies: Innovation positioning: This strategy emphasizes the unique and innovative features of the product or service, such as new technology, design, or functionality. Innovation positioning is often used for products or services that offer a significant improvement over existing solutions or create a new category altogether. Design positioning: This strategy emphasizes the aesthetic and design features of the product or service, such as style, color, or form. Design positioning is often used for products or services that have a strong visual appeal or are used for personal expression, such as fashion, furniture, or accessories. Performance positioning: This strategy emphasizes the performance or functional features of the product or service, such as speed, durability, or accuracy. Performance positioning is often used for products or services that require high performance or have a technical aspect, such as electronics, machinery, or software. Customization positioning: This strategy emphasizes the ability to customize or personalize the product or service, such as offering different options, configurations, or sizes. Customization positioning is often used for products or services that cater to individual preferences or needs, such as food, clothing, or home decor. Compatibility positioning: This strategy emphasizes the compatibility and integration features of the product or service, such as interoperability with other devices, systems, or software. Compatibility positioning is often used for products or services that are used in conjunction with other products or services, such as electronics, software, or apps. By choosing the right product feature positioning strategy based on their product or service and target customers, businesses can create a competitive advantage and increase their market share. However, it's important to consider the overall value proposition of the product or service and ensure that the product feature positioning aligns with the target customers' needs and preferences. B. Benefit positioning Benefit positioning is a type of marketing strategy that focuses on highlighting the benefits that a product or service provides to customers. It involves identifying the needs and wants of target customers and emphasizing how the product or service can fulfill them. The goal of benefit positioning is to differentiate the product or service from competitors and create a unique selling proposition that appeals to customers. Here are some common benefit positioning strategies: Convenience positioning: This strategy emphasizes the convenience and time-saving benefits of the product or service, such as ease of use, quick preparation time, or availability on-the-go. Convenience positioning is often used for products or services that are time-sensitive or used in daily routines, such as food, beverages, or personal care products. Performance positioning: This strategy emphasizes the performance or quality benefits of the product or service, such as durability, reliability, or effectiveness. Performance positioning is often used for products or services that require high performance or have a technical aspect, such as electronics, machinery, or software. Health and wellness positioning: This strategy emphasizes the health and wellness benefits of the product or service, such as promoting physical health, mental well-being, or sustainable living. Health and wellness positioning is often used for products or services that align with customers' values and lifestyles, such as organic food, natural skincare, or fitness programs. Value positioning: This strategy emphasizes the value or cost-saving benefits of the product or service, such as offering more features, better quality, or lower prices than competitors. Value positioning is often used for products or services that compete on price or offer a unique benefit, such as subscription services or bundle deals. Emotional positioning: This strategy emphasizes the emotional benefits of the product or service, such as feeling happy, satisfied, or confident. Emotional positioning is often used for products or services that have a strong emotional connection with customers, such as fashion, beauty, or entertainment. By choosing the right benefit positioning strategy based on their product or service and target customers, businesses can create a competitive advantage and increase their market share. However, it's important to consider the overall value proposition of the product or service and ensure that the benefit positioning aligns with the target customers' needs and preferences. C. Price positioning - Products Price positioning is a type of market positioning that focuses on the product's price relative to competitors. It involves setting a price that is lower or higher than competitors or emphasizing the product's value for the price. Price positioning can be an effective way to differentiate a product from competitors and appeal to customers who are price-sensitive or looking for the best value. Here are some common price positioning strategies: Premium pricing: This strategy involves setting a higher price than competitors to create an image of quality, exclusivity, or luxury. Premium pricing is often used for high-end products or services that offer unique features or benefits. Discount pricing: This strategy involves setting a lower price than competitors to attract price-sensitive customers or increase sales volume. Discount pricing is often used for products or services that are easily comparable to competitors, such as commodities or basic consumer goods. Value pricing: This strategy involves setting a price that is higher than discount pricing but lower than premium pricing, emphasizing the product's value for the price. Value pricing is often used for products or services that offer a unique benefit or advantage compared to competitors. Price matching: This strategy involves matching the price of competitors to avoid losing customers or market share. Price matching is often used for products or services that are highly price-sensitive or commoditized. Dynamic pricing: This strategy involves adjusting the price based on market demand, competition, or other factors. Dynamic pricing is often used for products or services that have variable demand or supply, such as airline tickets, hotel rooms, or concert tickets. By choosing the right price positioning strategy based on their product or service and target customers, businesses can create a competitive advantage and increase their market share. However, it's important to consider the overall value proposition of the product or service and not solely focus on price, as price is just one factor that influences customers' purchasing decisions. Dynamic pricing Dynamic pricing is a pricing strategy that involves adjusting the price of a product or service in real-time based on various factors, such as demand, inventory, time of day, seasonality, or customer behavior. The goal of dynamic pricing is to maximize revenue or profit by charging the right price to the right customer at the right time. Here are some examples of how dynamic pricing works: Demand-based pricing: This strategy involves adjusting the price based on the level of demand for the product or service. For example, a hotel might increase the price of its rooms during peak season or lower the price during low season to attract more customers. Time-based pricing: This strategy involves adjusting the price based on the time of day or day of the week. For example, a movie theater might offer lower ticket prices for early bird shows or for matinee shows to attract more customers during off-peak hours. Inventory-based pricing: This strategy involves adjusting the price based on the level of inventory for the product or service. For example, an airline might lower the price of its seats for a flight that has many empty seats to avoid flying with a low occupancy rate. Customer-based pricing: This strategy involves adjusting the price based on the customer's behavior or characteristics. For example, an e-commerce site might offer personalized discounts or coupons to customers who frequently purchase or abandoned their shopping carts to encourage them to complete their purchase. Dynamic pricing is often used in industries where the demand and supply fluctuate frequently or where the product or service has a high fixed cost and a low variable cost. While dynamic pricing can increase revenue or profit for businesses, it can also create price discrimination and customer dissatisfaction if not executed properly. Therefore, it's important for businesses to carefully consider the ethical and practical implications of dynamic pricing and communicate transparently with customers about the pricing strategy. D. Quality or luxury positioning Quality or luxury positioning is a type of marketing strategy that focuses on emphasizing the premium quality and exclusivity of a product or service. It involves highlighting the superior materials, craftsmanship, or service quality of the product or service to create a perception of high value and desirability among customers. The goal of quality or luxury positioning is to differentiate the product or service from competitors and appeal to customers who value high-end products or services. Here are some common quality or luxury positioning strategies: Premium materials: This strategy emphasizes the use of high-quality and exclusive materials in the product or service, such as fine leather, silk, or precious metals. Premium materials positioning is often used for products or services that have a high aesthetic value, such as fashion, jewelry, or home decor. Craftsmanship: This strategy emphasizes the skill and artistry involved in creating the product or service, such as hand-crafted or artisanal production methods. Craftsmanship positioning is often used for products or services that have a high level of detail or customization, such as furniture, accessories, or food. Service quality: This strategy emphasizes the exceptional service quality and customer experience associated with the product or service, such as personalized attention, VIP treatment, or concierge services. Service quality positioning is often used for services that require a high level of customer trust or involve personal interaction, such as luxury travel, hospitality, or financial services. Exclusivity: This strategy emphasizes the limited availability or access to the product or service, such as exclusive memberships, invitations, or partnerships. Exclusivity positioning is often used for products or services that cater to a niche or elite audience, such as luxury cars, yachts, or private jets. By choosing the right quality or luxury positioning strategy based on their product or service and target customers, businesses can create a competitive advantage and increase their market share. However, it's important to consider the overall value proposition of the product or service and ensure that the quality or luxury positioning aligns with the target customers' needs and preferences. E. User-based positioning User-based positioning is a marketing strategy that focuses on creating a perception of value and differentiation for a product or service in the minds of customers based on their specific needs and preferences. This approach involves segmenting the market based on customer characteristics such as age, gender, lifestyle, personality, and attitudes, and tailoring the product or service offering to meet their specific needs and desires. Here are some examples of user-based positioning strategies: Demographic positioning: This strategy targets customers based on their age, gender, income, and education level. For example, a beauty brand might offer products specifically designed for mature women or a financial institution might offer customized investment plans for high-net-worth individuals. Psychographic positioning: This strategy targets customers based on their personality, lifestyle, values, and attitudes. For example, a fitness brand might offer products and services targeted at health-conscious consumers who value wellness and sustainability or a travel brand might offer adventure and experiential travel packages for thrill-seeking customers. Behavioral positioning: This strategy targets customers based on their purchasing behavior, usage patterns, and brand loyalty. For example, a food brand might offer loyalty programs and discounts to frequent customers or a technology brand might offer personalized recommendations based on past purchases and usage history. Occasion-based positioning: This strategy targets customers based on the occasion or situation in which they will use the product or service. For example, a beverage brand might position its products as suitable for a specific occasion such as a social gathering, celebration, or relaxation. By using user-based positioning strategies, businesses can tailor their product or service offerings to the specific needs and preferences of different customer segments, create a competitive advantage, and increase their market share. However, it's important to conduct market research to understand the target customers' needs and preferences and ensure that the user-based positioning aligns with the overall brand positioning and value proposition. Market positioning of services Market positioning of services involves creating a perception of value and differentiation for a service in the minds of customers. The goal of service positioning is to differentiate the service from competitors, highlight its unique benefits and attributes, and communicate its value proposition to the target audience. Here are some common market positioning strategies for services: Service quality positioning: This strategy emphasizes the quality of the service, such as reliability, responsiveness, and competence. Service quality positioning is often used for services that require a high level of customer trust, such as financial services, healthcare, or legal services. Price positioning: This strategy emphasizes the value of the service in relation to its price, such as offering low prices or price matching guarantees. Price positioning is often used for services that are price-sensitive, such as home cleaning, transportation, or food delivery services. Convenience positioning: This strategy emphasizes the convenience and ease of use of the service, such as offering 24/7 availability, online booking, or mobile apps. Convenience positioning is often used for services that cater to busy or on-the-go customers, such as travel, entertainment, or personal services. Expertise positioning: This strategy emphasizes the expertise and specialization of the service provider, such as having industry certifications, advanced degrees, or years of experience. Expertise positioning is often used for services that require a high level of technical or professional knowledge, such as consulting, coaching, or training services. Personalization positioning: This strategy emphasizes the customized and personalized nature of the service, such as tailoring the service to the specific needs and preferences of each customer. Personalization positioning is often used for services that require a high level of customer involvement, such as personal styling, financial planning, or education services. By choosing the right market positioning strategy based on their service and target customers, businesses can create a competitive advantage and increase their market share. However, it's important to consider the overall value proposition of the service and ensure that the market positioning aligns with the target customers' needs and preferences. A. Expertise positioning - Services Expertise positioning is a marketing strategy that focuses on positioning a product or service based on the knowledge and expertise of the provider. This approach involves demonstrating a high level of competence, qualifications, certifications, or experience in a particular field or industry to create a perception of value and differentiation for the product or service in the minds of customers. Here are some examples of expertise positioning strategies: Professional certifications: This strategy emphasizes the professional certifications and qualifications of the provider to demonstrate their expertise and knowledge in a particular field or industry. For example, a financial advisor might highlight their Certified Financial Planner (CFP) designation to position themselves as a financial planning expert. Industry awards and recognition: This strategy emphasizes the industry awards, recognition, and accolades received by the provider to demonstrate their expertise and knowledge in a particular field or industry. For example, a healthcare provider might highlight their Top Doctor award to position themselves as a healthcare expert. Thought leadership content: This strategy emphasizes the creation and dissemination of thought leadership content, such as whitepapers, research reports, and blog posts, to position the provider as a subject matter expert in a particular field or industry. For example, a technology company might create a thought leadership report on the future of artificial intelligence to position themselves as an AI expert. Specialization: This strategy emphasizes the specialized knowledge and expertise of the provider in a specific area of the field or industry. For example, a law firm might specialize in environmental law to position themselves as environmental law experts. By using expertise positioning strategies, businesses can establish themselves as thought leaders in their industry, gain credibility and trust with customers, and differentiate themselves from competitors. However, it's important to ensure that the expertise positioning aligns with the overall brand positioning and value proposition and that it is communicated effectively to the target customers. B. Personalization positioning - Sevices Personalization positioning is a marketing strategy that involves tailoring a product or service to meet the specific needs and preferences of individual customers. This approach involves using customer data and insights to customize the product or service offering, communication, and delivery to create a more personalized and relevant experience for the customer. Personalization positioning can help businesses to differentiate themselves from competitors, increase customer engagement and loyalty, and improve overall business performance. Here are some examples of personalization positioning strategies: Product customization: This strategy involves allowing customers to customize the product to their specific needs and preferences. For example, a shoe company might offer a platform for customers to design their own shoes with custom colors and materials. Personalized communication: This strategy involves using customer data and insights to personalize the communication and messaging to the customer. For example, a beauty brand might send personalized email recommendations based on the customer's previous purchases and preferences. Dynamic pricing: This strategy involves using customer data and insights to adjust the pricing of the product or service based on the customer's behavior, preferences, and purchase history. For example, a travel website might offer personalized pricing based on the customer's browsing history and purchase patterns. Personalized delivery and service: This strategy involves using customer data and insights to customize the delivery and service experience to the customer. For example, a food delivery service might offer personalized menu recommendations based on the customer's dietary preferences and order history. By using personalization positioning strategies, businesses can create a more personalized and relevant experience for the customer, increase customer engagement and loyalty, and differentiate themselves from competitors. However, it's important to ensure that the personalization aligns with the overall brand positioning and value proposition, and that customer data is collected and used ethically and transparently. C. Expertise positioning - Sevices Expertise positioning is a marketing strategy that involves positioning a product or service as the solution to a specific problem or need, based on the business's expertise and knowledge in a particular field. This approach involves highlighting the business's experience, skills, and qualifications to position itself as a thought leader and expert in the industry. Expertise positioning can help businesses to differentiate themselves from competitors, increase customer trust and confidence, and establish a reputation for excellence. Here are some examples of expertise positioning strategies: Content marketing: This strategy involves creating and sharing high-quality content that demonstrates the business's expertise and knowledge in a particular field. For example, a financial planning firm might create blog posts, videos, or whitepapers that offer insights and advice on financial planning. Thought leadership: This strategy involves positioning key executives or leaders within the business as thought leaders and experts in the industry. This can be done through speaking engagements, publishing articles, or participating in industry events. Testimonials and case studies: This strategy involves sharing testimonials and case studies that highlight the business's expertise and success in solving specific problems or needs for customers. This can help to build trust and confidence among potential customers. Training and education: This strategy involves offering training and education programs that demonstrate the business's expertise and knowledge in a particular field. For example, a software company might offer training courses to help customers use their product more effectively. By using expertise positioning strategies, businesses can establish a reputation for excellence and position themselves as a trusted and reliable solution provider in the industry. However, it's important to ensure that the expertise aligns with the overall brand positioning and value proposition, and that the business's claims of expertise are backed up by real experience, qualifications, and results. D. Convenience positioning - Sevices Convenience positioning is a marketing strategy that involves positioning a product or service as the most convenient and accessible option for customers. This approach involves designing and delivering products or services that make it easy and convenient for customers to access and use them. Convenience positioning can help businesses to differentiate themselves from competitors, increase customer satisfaction and loyalty, and improve overall business performance. Here are some examples of convenience positioning strategies: Easy ordering and delivery: This strategy involves making it easy for customers to order and receive products or services. For example, a grocery delivery service might offer online ordering and same-day delivery options. 24/7 availability: This strategy involves making the product or service available to customers at all times. For example, a self-service kiosk might be available 24/7 for customers to purchase products or services. Location and accessibility: This strategy involves positioning the product or service in a convenient and accessible location for customers. For example, a coffee shop might be located near a busy train station to make it easy for commuters to grab a quick coffee on their way to work. Automation and self-service: This strategy involves automating and simplifying the customer experience to make it more convenient and efficient. For example, a bank might offer online banking and mobile check deposit to make it easier for customers to manage their finances. By using convenience positioning strategies, businesses can make it easier and more convenient for customers to access and use their products or services. This can help to improve customer satisfaction and loyalty, differentiate the business from competitors, and drive overall business performance. However, it's important to ensure that the convenience aligns with the overall brand positioning and value proposition, and that the customer experience remains high-quality and efficient. E. Service quality positioning Service quality positioning is a marketing strategy that involves positioning a product or service based on the level of quality that it provides to customers. This approach involves designing and delivering products or services that meet or exceed customer expectations for quality, reliability, and performance. Service quality positioning can help businesses to differentiate themselves from competitors, increase customer satisfaction and loyalty, and improve overall business performance. Here are some examples of service quality positioning strategies: Consistent quality: This strategy involves delivering a consistent level of quality across all aspects of the customer experience. For example, a restaurant might ensure that all of its menu items are consistently prepared and served to a high standard. Personalized service: This strategy involves tailoring the customer experience to meet the unique needs and preferences of each individual customer. For example, a hotel might offer personalized room service based on each guest's dietary requirements. Customer service excellence: This strategy involves providing exceptional customer service to ensure that customers feel valued and cared for. For example, a retail store might train its staff to provide personalized assistance and advice to customers. Product innovation and development: This strategy involves continually innovating and improving products or services to meet changing customer needs and preferences. For example, a software company might regularly release updates and new features to improve the user experience for its customers. By using service quality positioning strategies, businesses can differentiate themselves from competitors, increase customer satisfaction and loyalty, and improve overall business performance. However, it's important to ensure that the service quality aligns with the overall brand positioning and value proposition, and that the quality standards are consistently maintained across all aspects of the customer experience. F. Price positioning for services Price positioning for services is a marketing strategy that involves positioning a service based on its price in the market. This approach involves offering a service at a certain price point that differentiates it from competitors and appeals to a specific target market. Price positioning can help businesses to attract customers who are price-sensitive and value-driven, while also maintaining profitability and competitiveness in the market. Here are some examples of price positioning strategies for services: Low-cost provider: This strategy involves offering a service at a lower price point than competitors, targeting price-sensitive customers who are looking for the lowest possible price. For example, a budget airline might offer no-frills flights at a lower cost than full-service airlines. Premium pricing: This strategy involves offering a service at a higher price point than competitors, targeting customers who are willing to pay a premium for high-quality, exclusive, or specialized services. For example, a luxury spa might charge higher prices for its services to attract customers who are looking for a premium spa experience. Value pricing: This strategy involves offering a service at a moderate price point that offers a good balance of quality and affordability, targeting customers who are looking for good value for their money. For example, a mid-range hotel might offer affordable rooms with basic amenities and services that still provide a comfortable and enjoyable stay. Dynamic pricing: This strategy involves adjusting the price of a service based on market demand, seasonality, and other factors that affect customer behavior. For example, a theme park might offer lower prices on weekdays when attendance is lower and higher prices on weekends when attendance is higher. By using price positioning strategies, businesses can differentiate themselves from competitors, attract customers who are price-sensitive and value-driven, and maintain profitability and competitiveness in the market. However, it's important to ensure that the price aligns with the overall brand positioning and value proposition, and that the pricing strategy is sustainable and viable for the business. Image by vectorjuice on Freepik

Market segmentation is the process of dividing a larger market into smaller groups of consumers with similar needs, characteristics, and behaviors. This process helps businesses to better understand their customers and create more targeted marketing campaigns that resonate with their specific needs and preferences. The goal of market segmentation is to identify groups of consumers who are likely to respond differently to marketing messages and to create targeted marketing strategies that appeal to each group. By understanding the needs, preferences, and behaviors of different segments, businesses can tailor their products, services, and marketing campaigns to meet the specific needs of each segment. Market segmentation is important because it allows businesses to target their marketing efforts more effectively and efficiently. By focusing their efforts on the most promising segments, businesses can maximize their return on investment and improve their overall marketing performance. Market segmentation process The market segmentation process involves several steps to identify and analyze different groups of customers. Here are the general steps involved in the market segmentation process: Identify the market: The first step in the market segmentation process is to identify the market that the business wants to target. This could be based on geographic location, age group, income level, or other factors. Conduct research: The next step is to conduct research to gather data on the market. This could involve conducting surveys, interviews, or focus groups to gain insights into the preferences, behaviors, and needs of customers in the market. Analyze data: Once the data is collected, the business needs to analyze it to identify patterns and trends in the market. This could involve using statistical analysis or other methods to identify common characteristics or behaviors among different groups of customers. Segment the market: Based on the analysis, the business can then segment the market into different groups of customers who share similar characteristics or behaviors. This could involve using one or more segmentation methods such as demographic, psychographic, or behavioral segmentation. Evaluate segments: After segmenting the market, the business needs to evaluate each segment to determine which ones are most attractive and profitable to target. This could involve analyzing factors such as market size, growth potential, and competition in each segment. Develop marketing strategies: Once the most attractive segments are identified, the business can develop marketing strategies to target each segment. This could involve creating targeted messaging, developing specific products or services, or tailoring pricing and promotions to appeal to each segment. Implement and monitor: Finally, the business needs to implement the marketing strategies and monitor their effectiveness over time. This could involve tracking sales, customer feedback, and other metrics to determine whether the strategies are achieving their desired results. By following this market segmentation process, businesses can better understand their customers and create more effective marketing strategies that deliver value to their target segments. Market segmentation variables – B to C Market segmentation is the process of dividing a larger market into smaller groups of consumers who have similar needs, preferences, and characteristics. The purpose of market segmentation is to identify and target specific groups of customers that a business can serve most effectively. There are various types of market segmentation, including: Demographic segmentation: This method segments the market based on demographic characteristics such as age, gender, income, education, occupation, and family size. This method is useful for businesses that sell products or services that appeal to specific age groups, genders, or income brackets. Psychographic segmentation: This method segments the market based on psychological characteristics such as personality, values, interests, and lifestyles. This method is useful for businesses that sell products or services that appeal to customers with specific lifestyles or personalities. Technographic variables: These variables include the level of technology adoption or usage, such as social media, mobile devices, or smart home devices. Technographic segmentation is useful for businesses that want to target customers who are more likely to use certain types of technology. Cultural variables: These variables include values, beliefs, and customs that are associated with specific cultures or ethnic groups. Cultural segmentation is useful for businesses that want to target customers who share similar cultural values or beliefs. Behavioral segmentation: This method segments the market based on consumer behavior such as purchase history, brand loyalty, and usage rate. This method is useful for businesses that want to target customers who have a specific behavior or purchasing pattern. Geographic segmentation: This method segments the market based on geographic factors such as region, city, or climate. This method is useful for businesses that operate in specific regions or countries. Benefit segmentation: This method segments the market based on the benefits or needs that customers are looking for in a product or service. This method is useful for businesses that want to target customers who have specific needs or problems that their product or service can solve. Occasion-based segmentation: This method segments the market based on the occasion or situation that prompts a customer to make a purchase. This method is useful for businesses that sell products or services that are often purchased for specific occasions such as weddings, birthdays, or holidays. Usage-based segmentation: This method segments the market based on the level of usage of a product or service. This method is useful for businesses that want to target customers who use their products or services frequently or infrequently. By using these methods, businesses can create more targeted marketing campaigns and deliver more personalized experiences to their customers, leading to increased customer satisfaction and loyalty. Market segmentation variables B2B Market segmentation variables for B2B (business-to-business) markets are different from those used for B2C (business-to-consumer) markets. Here are some common variables used for B2B market segmentation: Industry: The industry or sector that the business operates in can be a key segmentation variable. Businesses in different industries may have different needs and preferences, and may respond differently to marketing messages. Company size: The size of the company can be a useful variable for B2B segmentation. Smaller companies may have different needs and purchasing behaviors than larger companies, and may require different products or services. Geographic location: Geographic location can be an important variable for B2B segmentation, especially for businesses that provide products or services that are specific to certain regions or countries. Buying behavior: B2B buyers may have different buying behaviors, such as the number of people involved in the decision-making process, the length of the sales cycle, or the level of risk associated with the purchase. Customer needs: Understanding the needs of B2B customers can be a key segmentation variable. Businesses that offer products or services that solve specific problems or meet specific needs may be able to segment their market based on those needs. Value proposition: The value proposition of a product or service can also be a segmentation variable in B2B markets. For example, businesses that offer high-quality products or services at a premium price may be able to segment their market based on the perceived value of their offering. Customer behavior: B2B customers may also have different behaviors, such as the level of loyalty to a supplier, the degree of collaboration with suppliers, or the willingness to try new products or services. By using these market segmentation variables, B2B businesses can create more targeted marketing campaigns and deliver more personalized experiences to their customers, leading to increased customer satisfaction and loyalty.

See Disclaimer below Continuing from our earlier post we go to the key part of valuation, the strategy and financial side. https://www.ecointelfinance.org/post/part-1-applus-overvalued-or-undervalued Strategy Side Step 1: At Business Level, what strategy is the company following and understand the elements of value it is propagating Key elements of Applus+ strategy: Expansion of service offerings: Applus+ has been expanding its service offerings by investing in new technologies, acquiring companies with complementary services, and developing new services to meet the needs of its clients. For example, Applus+ has developed new services in areas such as cybersecurity, data privacy, and renewable energy, and has acquired companies with expertise in these areas. Geographic expansion: Applus+ has a presence in more than 70 countries and has been expanding its operations in emerging markets such as Latin America and Asia, where there is a high demand for testing, inspection, and certification services. Applus+ has also been expanding its operations in developed markets such as the United States and Europe, where there is a high demand for specialized services. Focus on digital transformation: Applus+ has been investing in digital technologies to improve its operations and provide better services to its clients. For example, Applus+ has developed a digital platform that allows clients to access testing and inspection results in real-time and has implemented digital technologies such as artificial intelligence, big data analytics, and automation to improve the efficiency and accuracy of its services. Sustainable growth: Applus+ has been implementing sustainability practices in its operations, such as reducing energy consumption, waste generation, and greenhouse gas emissions. Applus+ has also been developing services that help clients to achieve sustainability goals, such as renewable energy certification and environmental compliance services. Overall, Applus+ strategy is focused on expanding its service offerings, geographic reach, and digital capabilities, while maintaining a sustainable approach to growth. These elements are expected to support Applus+ in achieving its growth objectives and maintaining its position as a global leader in testing, inspection, and certification services. As we have seen the demand for in each sector is increasing at a decent pace there is a good opportunity to increase revenue in the regions in which Applus+ provides services and expand into new geographies and customer segments. The same is reflected in Applus+ annual strategy presentation. Here are the excerpts for each business unit: Applus + Energy & Industry Key Priorities Accelerate portfolio evolution towards end markets with higher growth and margins, through organic investments, acquisitions and disposals Invest in technology and digital tools to generate sustainable revenue streams at higher margins Grow services related to the Energy Transition and Electrification megatrends especially in power generation and networks, but also in energy efficient buildings and low carbon transport infrastructure Capture the cyclical upturn in Oil & Gas investment Increase margins by pricing, cost reductions, efficiencies and disposals Applus+ Automotive Key Priorities Expand use of digital tools and technology to improve efficiencies, reduce costs and maintain high cash flow generation Maintain our strong renewal track record. Revenue visibility >90% through to 2027 Capture emerging markets growth Benefit from medium term trend from EV and car sharing Applus+ Laboratories Key Priorities Leverage key global megatrends of Electrification and Connectivity to accelerate growth and returns Maintain competitive advantage through network, skills and accreditation expansion Accelerate portfolio evolution via acquisitions of high performing companies and ongoing organic capex to generate revenue and increase its contribution to the Group Margin expansion through efficiencies, cost synergies, use of technology and more digital services Applus+ IDIADA Key Priorities Maintain leadership position with the traditional OEMs through investing in the global network, people, skills and equipment Capture the increase in outsourcing of activities, especially amongst new players with less vehicle development knowledge and capabilities Accelerate transition from traditional engineering activities to higher value and margins AI / advanced simulation services Finance Side Step 1: Create basic layout of the valuation model The basic layout for DCF valuation is based on formula for calculating Free cash flow for the firm. More details can be added to the model like adjustment for Net deferred Taxes and Maintenance costs. But for this model these details are not added as this is an intermediate model. Formula: Top-Down approach Table: DCF Summary format Step 2: Input Historical data in the model - P&L, Balance Sheet, Cash flow statement and Schedules and notes Historical data can be extracted from the Annual reports available in public domain. When we input historical data remember it should be input in reverse order i.e use latest annual report for data and then go backwards. This is done because adjustments may need to be made for changes in items added by companies to reflect current financial and economic trends and transactions. Further, companies may adopt accounting standards announced by international financial accounting regulatory bodies. There are two main bodies that come out with standards viz. The International Accounting Standards Board (IASB) and the US Financial Accounting Standards Board (FASB). There are financial and accounting regulatory bodies in each country. But most of the authorities have adopted IFRS and IAS standards. IFRS Standards are required in 167 jurisdictions and permitted in many parts of the world, including Afghanistan, South Korea, Brazil, the European Union, India, Hong Kong, Australia, Malaysia, Pakistan, GCC countries, Russia, Chile, Philippines, Kenya, South Africa, Singapore, Israel and Turkey. However, each jurisdiction is allowed to make changes to base regulation based on economy and business environment prevalent in respective countries. Further, in October 2004 at a joint meeting between IASB and US FASB it was decided to add to their respective agendas a joint project to develop a common conceptual framework, based on and built on both the existing IASB Framework and the FASB Conceptual Framework, that both Boards would use as a basis for their accounting standards. The two boards reached the following tentative decisions about the approach to the project: 1. The project should initially focus on concepts applicable to business entities in the private sector. Later, the boards should consider the applicability of those concepts to other sectors, beginning with not-for-profit organizations in the private sector. 2. The project should be divided into phases, with the initial focus being on achieving the convergence of the frameworks and improving particular aspects of the frameworks dealing with objectives, qualitative characteristics, elements, recognition, and measurement. Furthermore, as the frameworks converge and are improved, priority should be given to addressing issues that are likely to yield benefits to the boards in the short term, that is, cross-cutting issues that affect a number of their projects for new or revised standards. The converged framework should be in the form of a single document. It should include a summary and a basis for conclusions. Current status of the project During late 2010, the IASB effectively deferred further work on the joint project until after other more urgent convergence projects were finalized. As a result of the IASB's Agenda consultation 2011, the IASB decided in December 2012 to reactivate the Conceptual Framework project as an IASB-only comprehensive project. Step 3: Understanding the accounting standards and accounting policies company follows to create financial numbers In 2019 Applus+ SA adopted the new lease standards IFRS 16 as per their annual report 2021. As mentioned in the section above, when we input historical data we start from current annual report for Applus and go backwards we see the numbers for 2018 for leases is different from what was recognized in 2019. Before 2019 IAS 17 standards was used. The scope of IFRS 16 is generally similar to IAS 17, the key difference between IAS 17 and IFRS 16 is that according to the old standard (IAS 17) operating leases are not capitalized whereas they are considered as capitalized assets and recorded in the balance sheet under IFRS 16. Further, there were two types of leases defined in IAS 17 viz Financial Lease and Operating lease however, with IFRS 16 all leases are considered financial lease. The other key change in accounting standards adopted by Applus+ is the IFRS 15 Revenue from contracts with customers. According to annual report 2021 the following policy is adopted. “Revenue recognition- In general, the Group recognizes revenue to depict the transfer of promised goods or services to customers in an amount that reflects the consideration to which the Group expects to be entitled in exchange for those goods or services. Certain contracts such as non-destructive testing or engineering and consultancy contracts are performed as projects that envisage the use of labour and/or materials to provide one or more services requested by the customer and give rise to one or more performance obligations. To the extent that these performance obligations can be distinguished in accordance with the criteria defined in IFRS 15, revenue is recognised when (or as) each performance obligation is satisfied on the basis of the costs incurred relative to total costs (input method) through the recognition of "projects in progress to be billed" (contract assets) to the extent that there is an enforceable right to payment for performance completed to date. Also, these contracts may include billings for milestones based on the satisfaction of the performance obligations, although no significant differences were identified between the price determined for each milestone and its fair value.” Additionally, revenue relating to supplier inspections, vehicle roadworthiness testing services and certifications, inter alia, is identified as arising from services provided for which there is a single performance obligation that is satisfied at a specific point in time, the price of which is determined in the contracts with customers. In general, therefore, the recognition of revenue from these activities is not complex and occurs when the performance obligation is satisfied. No costs incurred in winning contracts with customers were capitalized in 2021 and 2020 as the related amounts were not material.” The new standards and amendments to standards adopted by the company are as follows: Source: Applus+ Annual Report 2021-22 Source: Applus+ Annual Report 2021-22 Implication of accounting policies and standards on valuation forecasts When we forecast numbers we need to see how these are accounted for in forecasts. Take for example dividends and costs related to issuance of new shares. Again according to accounting policies related to equity the annual report 2021 says: Source: Applus+ Annual Report 2021-22 So, when we forecast dividends we do not but the expenses in the profit and loss account but directly adjust these in equity accounts. The impact on financial statements are as follows: Step 4: Create Assumption sheet for forecasting financial statements and schedules Assumptions have to made for each category of incomes, expenses, assets, liabilities, tax dividends, working capital, Capex, leases, debt and equity. 1. Revenue Revenue assumptions are based on industry analysis to which Applus+ provides services. The key sectors to which company caters to are oil and gas, automotive, Pharma & Fine Chemicals, Electrical & Electronics, Wind power and the countries in which it operates. Based on these assumptions we create scenarios for accessing the growth rates. We have used three scenarios: Base line, Bull and Bear. Figure Revenue assumptions Figure: Business Unit Growth Assumptions Figure: Revenue Scenarios 1. Expenses assumptions To forecast Expenses we have used percentage of sales as driver. Sales in this industry is based expenses on mainly trained technical engineers, inspectors and project management and equipment used for testing and inspection. Figure : Operating and Non-operating assumptions 2. Expenses assumptions assumptions: Assets for which we need to make assumptions about are future capex, useful life of existing asset. Depreciation, Current assets – operating current assets which include inventory, accounts receivables. Current liabilities – Trade Payables. Figure: Useful Life of Assets Figure: Working Capital Figure: Future Capex DCF valuation Revenue - Market Size The ITC industry is highly competitive, with many companies operating in the market, ranging from large multinational corporations to smaller, specialized firms. Companies in the industry compete on factors such as price, quality of service, geographic coverage, technical expertise, and customer service. The industry's future growth is expected to be driven by increasing regulations and standards, globalization of trade, and growing demand for product safety and quality. According to The TIC council report the market for TIC services was estimated at US$ 200 billion in 2020 and is slated to grow at a CAGR of 5.5% by 2026. The Asia-Pacific region is the largest and fastest-growing market for TIC services, driven by increasing demand from emerging economies such as China, India, and Southeast Asia. The region accounted for around 41% of the global TIC market in 2020 and is expected to grow at a CAGR of 7.1% during the forecast period. Figure: Size of TIC in areas of application globally, 2020 Note: The figure shows Bureau Veritas’s estimates based on end-user expenditure. Source: Bureau Veritas (2020). “Other” includes Public authorities, Marine, Health, Banking & insurance, and Process (which may include TIC services applied to the conformity assessment of end-users’ internal processes). The industry growth in the industries mentioned above are as follows: As can we seen the demand for in each sector is increasing at a decent pace there is a good opportunity to increase revenue in the regions in which Applus+ provides services. Table: Applus+ Industry-wise revenue distribution Table Region-wise distribution of Applus+ revenues Valuation output Based on analysis of market, consumer behavior, Porter 5- forces, competitor and strategy analysis as presented in annual reports and investor presentations we have formulated the valuation of Applus+. The output for the same is presented below: Disclaimer "This valuation report has been prepared solely for education purposes. The valuation is based on publically available information and is subject to assumptions and limiting conditions. The information has not independently verified and assumes no responsibility for its accuracy or completeness. This report is not intended for use in any legal proceeding or for any other purpose. The valuator does not provide any opinion or assurance as to the future financial performance of the subject business, nor does this report consider any potential changes in economic, legal, or regulatory factors that could impact the valuation. The valuator accepts no responsibility or liability for any damages arising out of or in connection with the use of this report or the conclusions drawn from it. This report is not a recommendation to buy, sell, or hold any securities, nor does it constitute an offer or solicitation of an offer to buy or sell any securities. The valuator disclaims any and all express or implied warranties, including warranties of fitness for a particular purpose, merchantability, or non-infringement of intellectual property rights."

See Disclaimer below Applus+ Technologies, Inc. is founded in 1996 in Spain, provided vehicle emissions inspection services necessary for state compliance with the clean air mandates enforced by the U.S. Environmental Protection Agency. In 2000, it enters the US Market through the acquisition of Keating, the market leader in vehicle emissions control. In 2002, company sets out its strategic vision and the Applus+ brand is launched worldwide. By 2002, the firm has become America’s most experienced program management contractor in the field of vehicle safety inspection and emissions testing. In 2007, Applus+ group of companies is acquired by the Carlyle Group, a global investment firm with more than $97 billion under management. Applus+ belongs to the testing, inspection and certification sector. It has a workforce of over 25,000 employees across multiple sectors in more than 70 countries. They offer portfolio of solutions that address a range of needs, from asset integrity management to statutory compliance-based inspections. Let's go through the valuation journey (see post at https://www.ecointelfinance.org/post/the-valuation-journey) Market Side Step 1: Characterize the company into an industry to which valuing company belongs The inspection, testing, and certification (ITC) industry provides third-party services to assess and verify the quality, safety, and compliance of products, processes, and systems. This industry includes companies that specialize in testing and analyzing products for compliance with national and international standards, certifying products and services, and inspecting and auditing facilities and processes to ensure safety and regulatory compliance. The ITC industry serves a wide range of industries, including automotive, construction, electronics, energy, food, healthcare, and manufacturing. Some of the key services provided by the industry include product testing, quality control, certification, and inspection of production processes and facilities. Companies in the ITC industry work with manufacturers, suppliers, retailers, and governments to ensure that products and services meet the required quality and safety standards. The ITC industry is highly regulated and subject to various industry-specific standards and regulations. Companies in the industry must comply with national and international standards, such as ISO 9001, ISO 14001, and OHSAS 18001, and adhere to industry-specific regulations, such as those set by the U.S. Food and Drug Administration (FDA), the European Union's Restriction of Hazardous Substances (RoHS) directive, and the International Electrotechnical Commission (IEC). Applus belongs to the Testing, Inspection and Certification industry related subdivision of energy sector providing Oilfield Equipment and Services. According to TIC council the industry provides independent third-party conformity assessment services in a variety of contexts – e.g., to support regulatory frameworks or industry oversight programs – using technical experts to carry out impartial testing and evaluation, audits, inspections, and other services on products, systems, or personnel against various private, national and international standards and regulations. TIC companies can also certify for consumers, patients, workers, regulatory authorities, governments, and firms up- and down-stream in chain of production, that a product meets a set of specified requirements – whether to address a specific hazard or risk, ensure quality, or meet some other objective – and that it will consistently do so for as long as it holds the relevant certification. TIC firms can also support enhanced market access by providing related services such as measurement of volumes and weights, sampling of commodities, and laboratory analysis of cargo. 1. Testing: determination of one or more characteristics of an object of conformity assessment, according to a procedure. 2. Inspection: examination of a product design, product, process or installation and determination of its conformity with specific requirements or, based on professional judgement, with general requirements. 3. Certification: third-party attestation related to products, processes, systems, or persons. According to a TIC council report, current estimates of the size of the conformity assessment sector globally, including first, second- and third-party activities with all their constituent applications, are in the order of $200bn, and it is expected to surpass $260bn by 2025. The independent TIC sector is currently estimated to account for 40 per cent of this. A trend of increased outsourcing of TIC services to cost-effective third parties, coupled with a diversified range of products and standard requirements, has contributed to the growth of the independent share from approximately 36 per cent in 2017 TIC companies cater to a diverse range of industry sectors across the world with differing standards and legislation, servicing virtually all economic operations and ranging from automotive, commodities, consumer, environmental, food, life sciences, industrial, maritime, medical, oil & gas, petrochemical, leisure, education, systems, compliance, trade assurance and many more. The industry is divided into three segments, viz. Testing, Inspection, and Certification. Buyers demand for inspection depends on regulatory compliance for maintenance of critical infrastructure in energy, health, pharmaceuticals, and food industry apart from others. Non-destructive Testing or Inspection (NDT) consists of non-invasive inspection techniques used commonly for mechanical equipment, structures, and piping systems to locate and determine the defect features such as size, shape, and orientation. It ensures cost efficiency, safety, and quality assurance while preventing any failure to be caused. Various techniques are used in the inspection industry and include conventional as well as advanced methods. Conventional NDT techniques: Visual Inspection (VT), Ultrasonic Flaw Detection Testing (UT), Magnetic Particle Testing (MPI), Liquid Penetrant Testing (LPT), Positive Alloy Material Identification (PAMI) and Painting & Coating inspection Advanced NDT Techniques: Phased Array Ultrasonic Testing (PAUT), Time of Flight Diffraction Testing (ToFD), Corrosion mapping using Phased Array UT (C Scan, B Scan), Eddy Current Testing (ECT), Remote Field Electromagnetic Testing (RFET), Internal Rotating Inspection System (IRIS), Near Filed Testing (NFT), Tank floor bottom plate scanning by using Magnetic Flux Leakage technique (MFL), Long Range Ultrasonic Testing (LRUT), Wire Rope testing, Remote Visual Inspection (RVI), Low Frequency Eddy Current Testing (LFET), Alternating Current Field Measurement (ACFM), Infrared Thermography, Pulsed Eddy Current (PEC), Corrosion Under Insulation (CUI), ECT weld surface inspection Testing Services: This includes among other things, Structural Testing, Materials Testing, Building Product Testing, Fire Testing, EMC, Wireless and Electrical Safety Testing, Environmental Testing, Cybersecurity Evaluations, and Materials Testing for CAE Simulation Certification Services: This includes certification for Products, Management systems, Personnel certification, Welding Certification and Material Services, CE Marking and Management-system certification etc. Step 2: Understanding the industry characteristics - Porter Five forces A. Bargaining power of Buyers : According to Porter’s industry, buyer power can be broken down into two primary segments: bargaining leverage which measure of leverage buyers have relative to target industry customers, and price sensitivity, which measure buyer sensitivity to changes in price. Higher bargaining power and more sensitive a buyer is towards price, the more power that buyer has, resulting in lower prices. I. Bargaining Leverage 1. Buyer volume and purchase frequency: Most buyers in the TIC industry are driven by either regulatory compliance or are driven by reduction in production stoppages. The purchase frequency depends on the regulatory compliance schedule, which can be once or twice a year depending on the equipment for which services have to be provided. In terms of volume, it depends on infrastructure that the client has in a particular region for Opex related services and new builds or greenfield capex services. 2. Switching costs: The switching costs are low in the industry as customers can easily switch between competitors as services provided by the industry are very standardized. 3. Buyer information (with respect to competitive pricing, product specifications, sales process, etc.) In mature and developed economies buyer has full information about the costs and processes followed to deliver the services. In developing economies, the information asymmetry persists. 4. Buyer concentration: Buyer concentration depend on the industry served and countries served by the TIC companies. Before we provide numbers of companies within each industry, we need to define the industry: In terms of number of buyers new companies are not getting added in the Aerospace, Construction, Energy or Automotive industries so only way to expand it to add clients in the existing portfolio. II. Price sensitivity of consumers in Testing, certification and inspection industry: The price sensitivity of consumers in the Testing, Certification, and Inspection industry can vary depending on a number of factors such as the type of service, the industry sector, the level of competition, and the perceived value of the service. In general, consumers in this industry tend to be quite price-sensitive, particularly in highly competitive markets where there are many service providers offering similar services. However, for services that are considered critical to compliance or safety, consumers may be less price-sensitive and more willing to pay a premium for quality and reliability. Additionally, customers in some sectors such as healthcare or aerospace may be more willing to pay higher prices for testing, certification, and inspection services due to the high stakes involved in those industries. Overall, it is important for companies in this industry to find the right balance between price and quality, and to communicate the value of their services effectively to potential customers. 5. Threat of Backward integration Threat of backward integration is a factor of capacity build-up in terms of personnel employment, process and equipment in the TIC industry. In some industries like oil and gas, the buyers have processes required to conduct inspection and testing services, but they will have to outsource the activity as it is not part of their core business portfolio. These services are in the nature of Maintenance, Repair and Overhaul category. The threat of new entrants into the TIC industry is relatively low. This is because the industry requires substantial investments in technology, equipment, and personnel to operate efficiently. Moreover, established companies in the industry have built strong brand reputations, customer loyalty, and regulatory approvals, which make it difficult for new entrants to gain market share. B. Bargaining power of Suppliers: The bargaining power of suppliers in the TIC industry is relatively low. This is because the industry requires a variety of equipment and supplies, which are readily available from multiple suppliers. Additionally, many suppliers depend on TIC companies for their business, which reduces their bargaining power. C. Threat of Entry: The threat of new entrants into the TIC industry is relatively low. This is because the industry requires substantial investments in technology, equipment, and personnel to operate efficiently. Moreover, established companies in the industry have built strong brand reputations, customer loyalty, and regulatory approvals, which make it difficult for new entrants to gain market share. D. Industry Rivalry: The competitive rivalry in the TIC industry is high. This is because the industry has many players, including large multinational companies and smaller regional firms. Additionally, the industry is highly fragmented, with companies competing on price, quality, and service. Moreover, many TIC companies have expanded their services to cover multiple industries and geographies, intensifying competition further. E. Threat of Substitutes: The threat of substitutes in the TIC industry is relatively low. This is because the industry provides essential services, which are typically required by regulations and standards, and cannot be substituted easily. In conclusion overall, the TIC industry is a highly competitive industry with high bargaining power of buyers and intense rivalry among existing players. However, the industry's significant entry barriers, low bargaining power of suppliers, and low threat of substitutes mitigate some of the competitive pressures. Step 3: List and understand the business units into which the company that we value is divided Applus+ is divided into: 1. Applus+ Energy & Industry: Under this division it provides Engineering & Consulting Services, Inspection, certification services, Supervision and QA/QC, and Testing and Analysis. 2. Applus+ Laboratories: Under this Applus provides testing services, engineering, calibration and certification services to industries like Aerospace, Automotive, Construction, Drones & UAM, Electrical & Electronics, Industry & Transport, Information & Communications Technologies, Medical Devices, Pharma & Fine Chemicals, Pipes & Pipe Systems, Railway and Wind Power 3. Applus+ Automotive: It provides Inspection, certification services, Supervision and QA/QC, and Testing and Analysis for the automotive industry providing governments, manufactures and traders with the best solutions in improving vehicle safety and reducing harmful vehicle emissions services. Key solutions a. Roadside Inspections to support local authority enforcement of passenger and commercial vehicles. b. Periodic and Non-Periodic Inspections that are mandatory for specific proactive or reactive reasons such as safety, voluntary, accident and quality. c. Custom Inspections to ensure the conformance of new or used vehicles entering a country. Registration Inspections to ensure that vehicles meet legislative standards prior to registration. d. Alteration/Modification Inspections that are mandatory after modifications are made to vehicle. e. Special Inspections that complement periodic vehicle inspections (ADR, ATP, taximeters and others). f. On Board Diagnosis (OBD) for gas emissions and electronic vehicle inspections. g. Biometric fingerprint scanning for access authentication h. Electronic iris scanning for access authentication Remote video monitoring Kiosk-based self-service testing. 4. Applus+ IDIADA: It serves clients in product development activities by providing design, engineering, testing and homologation services. Homologation is the process of certifying that a particular vehicle is roadworthy and matches certain specified criteria laid out by the government for all vehicles made or imported into that country. Steps 4: Understand the consumer behavior from the market demand side for each business unit The field of consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer. According to QuestionPro[1] website, it is a multi-stage process that involves identifying problems, collecting data, exploring options, making a decision to buy, and evaluating the experience afterward. Consumers may be impacted during these stages by things including personal views and values, social conventions, marketing campaigns, product features, and environmental conditions. Understanding consumer behavior is essential for businesses to create marketing plans that work and to supply goods and services that satisfy customers’ wants and needs. To see trends and patterns, forecast demand, and make wise choices regarding product design, price, promotion, and distribution, marketers must analyze and understand data on customer behavior. The website further types of consumer behaviors. [1] https://www.questionpro.com/blog/consumer-behavior-definition/ 4 Types of Consumer Behavior 1. Complex buying behavior When customers are actively involved in the purchasing decision process and are aware of the significant differences between the various brands, this happens. Before making purchasing decisions, consumers conduct extensive research, gather information, and evaluate alternatives. 2. Dissonance-reducing buying behavior This type of behavior happens when people make expensive or risky purchases and then feel uncomfortable or confused about their decision. Consumers may seek reassurance, information, or feedback from others to reduce confusion. 3. Habitual buying behavior This happens when customers make purchases with minimal decision-making and marketing efforts or information search. Based on prior experiences, they have developed brand and customer loyalty also buying habits, and they may buy things out of habit, convenience, or familiarity. 4. Variety-seeking buying behavior This type of behavior happens when customers are not deeply involved in the purchase decisions but seek variety or uniqueness in their purchases. They may most often change brands or products to satisfy their curiosity or need for variety. For Applus key industries served and consumer behavior are presented below: Step 5: List and analyze competitors in each business unit from the perspective of product and services, pricing, supply channels, promotion activities - The Marketing Mix Services Applus provides following services in 70 countries in various regions around the world to various industries which include mainly Energy, Automotive, Pharmaceuticals, Electricity & Electronics and Renewables. Table: Services and industries served Table: Business-wise Competitors and services under each business unit Contracting in TIC Industry Contracting is a common practice in the Testing, Certification, and Inspection industry, particularly for larger projects or ongoing services. Contracting allows both the service provider and the customer to establish clear expectations, deliverables, and timelines for the work to be performed. Contracting in this industry can take many forms, depending on the nature of the services being provided and the specific needs of the customer. For example, a contract might be structured as a fixed-price agreement, where the service provider agrees to deliver a specific set of services for a set fee. Alternatively, a contract might be structured as a time-and-materials agreement, where the customer pays for the actual time and materials used by the service provider to perform the work. In addition to outlining the scope of work and payment terms, contracts in this industry often include provisions for quality control, confidentiality, and liability. For example, a contract might require the service provider to adhere to specific testing standards or procedures, or to maintain confidentiality with respect to the results of the testing or inspection. Overall, contracting is an important tool for managing risk and ensuring that both the service provider and the customer are on the same page with respect to expectations and outcomes. Pricing To understand pricing of the services provided by Applus we need to understand the contracts that are prevalent in the industry. 1. Master Sales Agreement: It is contract is an agreement between a buyer and seller that establishes the framework for future purchases of goods or services. The key element of contract is that it allows the buyer to place orders for goods or services as needed, without having to go through a formal bidding process each time 2. Call off contract means this is a contract between the Customer or contracting body and the Supplier (entered into pursuant to the provisions of the Framework Agreement), which consists of the terms set out in the Call Off Order Form and the Call Off Terms. 3. One-off contract: This is a contract in which there is only one time opportunity related to inspection, testing and certification. The contract can be in form of tender or unsolicited proposals. The Master Sales agreement does not specify and pricing schedule but includes pricing terms and what it should include and exclude. The call off contract and one-off contract mentions the clear pricing schedule and terms and conditions for delivery obligations. Price is determined based on technical personnel and equipment rentals mentioned in the contract. Price of personnel depends on the level of certification, experience, and type of service to be supplied. There are two pricing models used in the industry: 1. Cost plus margin: This is a simple model in which certain percentage is added to the cost of employee and equipment rentals costs. Cost-plus pricing is a pricing strategy in which a company sets the price of a product or service by adding a markup to the cost of producing or delivering it. The markup is typically a percentage of the cost, and it represents the profit margin that the company expects to make on the sale. The cost component of cost-plus pricing includes all the direct and indirect costs associated with producing or delivering the product or service. Direct costs are those that can be directly attributed to the product or service, such as raw materials, labor, and production overheads. Indirect costs are those that cannot be directly attributed to the product or service, such as rent, utilities, and administrative expenses. 2. Value based on differentiation strategy Most of the competitors are follow cost plus margin pricing but there are firms in the industry that have started using value-based pricing based on technology development in inspection techniques with use of drones, robots and crawlers, Unmanned Aerial Vehicles and remote visual inspections. Key players in inspection robots – a disruptive innovation in the oil & gas industry Source: GlobalData Analytics The problem with the cost plus margin based pricing is there is low scope for increasing the prices as the customers have information about competitors costs as there is no information asymmetry that can be exploited by firms in the industry as the only value proposition is price – lower the better. Only in few regions were the industry is not well developed in terms of number of competitors and information availability higher prices can be charged. This can be seen from the EBITDA margins that competitors in the industry have achived in last 5 years. The Table below points to this fact. Place / Distribution Channels The industry does not follow any specific distribution channels to supply these services. These companies serve the customers from the offices in the specific client country or through mobilization of equipment and technical personnel’s from nearby countries of presence. Promotion and Branding Branding and promotion activities followed by companies in the TIC industry are different from traditional B2B companies that are into products. The key promotion activities involved here are through presentations in conferences, discussion papers published in B2B journals and magazine within the industry served and participation in trade fairs. Competitors of Applus+ have adapted branding approach for certain in there portfolio like Mistras with its Bridge Monitoring and Inspection Solution Into New StructurAlert(TM)[1] Name in 2015 but they are few and far in between. [1] https://www.globenewswire.com/en/news-release/2015/11/06/784815/12235/en/MISTRAS-Brands-Its-Latest-Bridge-Monitoring-and-Inspection-Solution-Into-New-StructurAlert-TM-Name.html Disclaimer "This valuation report has been prepared solely for education purposes of determining the estimated fair market value of the subject business. The valuation is based on the publically available information and is subject to assumptions and limiting conditions set forth in this report. The valuator has not independently verified any of the information provided and assumes no responsibility for its accuracy or completeness. This report is not intended for use in any legal proceeding or for any other purpose without the prior written consent of the valuator. The valuator does not provide any opinion or assurance as to the future financial performance of the subject business, nor does this report consider any potential changes in economic, legal, or regulatory factors that could impact the valuation. The valuator accepts no responsibility or liability for any damages arising out of or in connection with the use of this report or the conclusions drawn from it. This report is not a recommendation to buy, sell, or hold any securities, nor does it constitute an offer or solicitation of an offer to buy or sell any securities. The valuator disclaims any and all express or implied warranties, including warranties of fitness for a particular purpose, merchantability, or non-infringement of intellectual property rights."