Market Mapping

Frank Lynn & Associates’ Market Mapping approach provides clients with insights into the size and flow of markets by customer, by channel and, if needed, by region. Frank Lynn & Associates (FL&A) built the framework to provide clients with the context to assure the most actionable strategies and tactics. The market mapping process applies the following logic to derive a market-based strategy and action plan:

1.Define the market structure/map—this map documents end-user segments and their buying behavior; channels serving the market and the competitive presence by customer segment and channel

2.Identify the targets and build the strategy—an assessment of the overall attractiveness and accessibility of each customer segment and channel. A specific set of strategic steps to intercept each high priority area

3.Develop an “implementation bridge”—the actions, resources, responsibilities, budget, interrelationships and schedule necessary to implement the strategy