“The marketing analysis should be tied to the overall strategic behavior of your organization,” said Kelly J. Waffle, managing director of the Hinge Research Institute. “Also, if you are in an emerging market, you may have to conduct a marketing analysis once a year. If you are in a mature market, you may conduct your marketing analysis every two to three years.”

Depending on your business’s circumstances, you might want to run a marketing analysis on an impromptu basis, especially if you are considering expanding your offerings.

“If you are rolling out new products or services, you will want to refresh your marketing analysis,” Waffle said. “If you are trying to reach a new market or audience, you will want to conduct a new marketing analysis.”

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