Your upstream marketing strategy, to launch your brand
It is important to be able to evaluate a situation (to understand the mission, vision, and strategy of your company, its sector of activity, its customers, its competitors, etc.), the potential consequences and the associated risks in order to build strategic scenarios for launching a new brand.
Upstream marketing is an approach available to the buyer, which enables him to anticipate and actively intervene in the exchange relationship with the upstream market in order to adapt the company’s needs to the market’s possibilities or to influence the market’s offer to adapt it to his needs.
Upstream marketing: more than a fad
As with any developing practice, upstream marketing is the subject of questions, even doubts, about the validity of the approach. Even though it is very time-consuming, it seems essential for several reasons. The main objectives it meets are the following:
– Obtain products that are more in line with expectations (in terms of price as well as technical specifications)
– Secure supplies (in terms of availability and price)
– Better perceive and anticipate technological changes
Most large companies have understood this and, by observing their practices, it is becoming increasingly clear that the upstream marketing approach has gone beyond the simple test phase and is beginning to take hold.
Upstream marketing helps the project leader to build a global vision.
Product development can only be built on the basis of a thorough understanding of the company’s strategic project (mission, vision, corporate strategy) and purchasing (purchasing policy) coupled with a study of upstream market risks.
The risks of the upstream market can be apprehended by conducting an external analysis. This analysis is based on four key steps: the study of the business sector to understand and forecast its evolution and build scenarios, the economic study to identify the supplier countries towards which to move, and finally the technical study or technology watch to assess the opportunity to adopt a new technology. Finally, the study of upstream market players allows you to read the marketing of the players (your competitors) and to build anticipation scenarios.