Business Economics
Benchmarking
What we do
The main factors that affect the market capitalisation of a company are clearly financial –
especially expectations of future financial performance and an assessment of risk.
Through in-house research, however, we have established that marketing and public relations
both have significant effects.
We have established a database of about 1000 companies across a wide range of sectors and
have developed a benchmarking methodology that enables us to:
• Advise how clients’ marketing or advertising expenditure compares with that of competitors,
taking into account financial differences
• Estimate the levels of marketing or advertising expenditure necessary to maximise shareholder value,
taking into account the long-term effects of these expenditures
• Advise on the optimal allocation of marketing or advertising expenditure, again taking into account the
long-term effects
• Explain the differences in market capitalisation of companies in terms of various aspects of their corporate reputation
Recent clients and projects
Chime, Reed Business Information, Ford, MindShare, Friends Provident, Marks & Spencer, MFI
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Services
Forecasting
Market modelling
Marketing effectiveness
Information systems
Financial modelling
Benchmarking
Restructuring
Training