At Coloroll we were pretty expert on market mapping using our Yellow Book or Jigsaw framework Analysis. Key words included :
Business Profiling, using the 7 Ss
Market Profiling, using SWOT
Segmentation, using brand mapping
Understanding the KSFs
Working with Bain and Company, we utilised the RMS /RMA-CAGR framework as part of the mapping process. For more on this call the SWOT team!