Outperforming your competition using market forecast models | Milner Strategic Marketing

Outperforming your competition using market forecast models

JDavenport BW

Jonathan Davenport, Market Analysis Lead for Milner, gave a presentation at the June ‘Innovation Martlesham Breakfast Speaker Event’, along with BT’s Gilbert Owusu, Head of Resource Management, Technologies & Innovation.

Jonathan’s presentation focussed on using a market forecast model to better understand your market and outperform the competition. Using the example of Blockbuster, a company which failed to address its challenges properly and went bankrupt in 2010, he clarified the concepts of the innovator’s dilemma, diffusion of innovation theory and scenario planning.

Click here to view a copy of the presentation

He went on to describe why it is so important for business leaders building profitable companies to have the tools to predict and understand how customers and competitors will behave. By combining all the insights available into a market forecast model, company leaders have a single picture of market behaviour to assist them in investing in the right markets and target the right segments at the right time.

Companies using these models can benefit from increased sales volumes, reduced costs, time efficiencies and better company-wide strategic alignment. If you would be interested in finding out more, contact Jonathan.

Jonathan’s presentation was based on Milner’s white paper ‘Forecasting the Future for Profit’.  To read the full white paper, click here.


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