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What is Ethical-Marketing
Better TipsBusinessManagementMarketingTop 10Writing

What is Ethical Marketing | Its Importance, Role with Examples

by Shamsul January 25, 2023

What is Ethical Marketing | Its Importance, Role with Examples

Ethical marketing is the most valuable and long-term strategy that works as trust-building. It also helps to optimize sales, conversions, leads, and the presence of a company or product. Ethical marketing consists of some common factors and principles. This kind of marketing is a necessary part of marketing. According to AMA (American Marketing Association), the perfect definition of marketing is, ‘’It is an activity based on a set of creation, communication, delivery, and exchange offers that directly brings value for the consumers, partners, society, or clients’’. These are some of the core factors in an ethical marketing system.

 

What is Marketing Ethics?

Ethical marketing revolves around honesty, fairness, empathy, and social responsibility. Ethical marketing is equally important in every action such as marketing tactics, services, products, advertising, and marketing decisions. It’s not about how to fulfill customers’ requirements but also the impact it creates on society and the social environment. You have to carry out different ethical issues in ethical marketing. Ethical marketing is imperative for both companies and consumers, especially in the time of environmental and social time. Companies adopt these marketing ethics to market their products, practices, and services. With these ethics, a company can develop competitive benefits over time and easily satisfy the needs of the company and consumers.

 

Why is Ethical Marketing Vital?

According to statistics, more than 92 percent of customers prefer those brands that follow ethical practices. According to these customers, these brands completely outclass other players in the market with their ethical marketing. The ethical market plays the backbone for a company’s overall development and growth. If you start following ethical practices, you will gain an incredible market edge and share. Below, we have mentioned some important factors why ethical marketing is important:

1- Long-term Growth:

When a company starts functioning, it always plans long-term gains and a bright future. By following all the essential marketing ethics, a company can build credibility and loyalty in customers’ eyes, increasing its brand value, market share, revenue, and sales. With these practices, they can achieve both short-term and long-term goals.

2- Consumer Fidelity:

Ethical marketing is one of the most crucial factors. A company can win the trust and loyalty of consumers with ethical operations and business practices. With these factors, you can easily gain the confidence of your target audience, which helps your brand in the future. This will give promising gains in the current and future situations.

3- Enhanced Credibility:

When a company delivers something they promise in their advertisement or marketing campaign, it directly impacts the customer’s mind. If your consumer finds the right features, it automatically makes your company or brand an authentic organization. You will get easy access to and recognition from marketers and consumers. If you are fair in your practices, then it also helps you win the trust of peers, stakeholders, and investors. This also enables you to obtain a competitive advantage over competitors or rivals.

4- Improved Leadership Skills:

When an organization follows ethical marketing for a more extended period, it gradually builds leadership qualities in your work and makes you a market leader. It also strengthens your company’s structure and work. These ethical practices offer a variety of benefits, such as increased sales, mutual help, market share, and more.

5- Satisfaction of Basic Human Requirements:

Once a company fully adopts ethical marketing, it solves its customers’ essential requirements and desires in the form of sincerity, hope, and reliability. If you follow these characteristics, your company will obtain several other benefits.

6- Display of a Promising Culture:

This kind of structure shows your organization’s promising and rich culture and it also opens some new opportunities and doors for your company. These things help to improve your production level and motivate your staff. To be honest, the benefits of following ethical practices are just infinite.

7- Attracted Right Talent:

After successfully creating a perfect brand name in the marketplace, your brand will become the talk of the town. It attracts talented employees, vendors, consultants, and many more. This thing directly increases the level of your firm and staff. So, you can effortlessly achieve your short and long-term targets without a tiring process. In this way, you can easily get the right force for your organization without facing any recruiting process.

8- Reaching Economical Goals:

Ethical marketing smoothes you’re functioning and help you get your financial goals. So, you can get the desired market position and potential audience. If you follow such rules and guidelines, you can easily attract customers that are responsible for increasing your sales and market share. With proper guidelines, you can gain short or long-term financial goals.

9- Increased Brand Value:

Customers, investors, stakeholders, and other market professionals will definitely consider your brand if you completely follow ethical practices in every segment. Customers prefer buying products from such brands that follow ethical marketing. It is one of the easiest ways to boost your sales, market share, and brand value in the relative market. So, after reading these nine points, you can easily determine how beneficial ethical marketing is for your organization or business.

 

Role of Ethical Marketing:

With every passing year, an organization easily determines the needs and wants of the public. With ethical marketing, a company can get the customer’s attention and inclination for both the short and long term. You will see positive consumer attitudes when they find that you completely follow the rules and guidelines of ethics in marketing. This directly boosts the company’s sales, services, and revenues. As the number of eco-conscious and moral consumers is increasing daily, you can target these customers by showing your ethical practices. It is crucial for a company to follow ethical marketing rules and guidelines to obtain its desired goals. Ethical practices directly hit on some necessary factors like,

  • Norms, culture, opportunities, and values.
  • Individual factors, stakeholder concerns and interests.
  • Ethical decision making.
  • Estimation of ethical outcomes.
 

Examples of Ethical Marketing:

Several companies follow ethical marketing. Some companies have been trying various marketing strategies that morally and ethically appeal to the consumer. Here are some famous examples of the companies:

Dr. Bronner’s Activist Soap:

Dr. Bonner’s marketing policy is activist marketing. They follow ethical practices in different segments like drug policy, animal advocacy, regenerative natural agriculture, and income equality. This is the perfect example of ethical marketing and shows the popularity of the brand.

Lucy and Yak’s Transparent Supply Network:

This fashion-forward company allows its customers to see the whole production process. This makes the company wholly transparent and famous in users’ eyes. Moreover, the company has a transparent supply chain network, which is another big point.

 

Problems in Ethical Marketing:

Well, it is a difficult feat to adopt ethical practices, especially if your firm is too large. There are some common and solvable problems in ethical marketing. Below, we have mentioned some important issues in adopting ethical marketing:

1- Market Research:

It rotates around the information and analysis about customers and marketing effectiveness. Also, contains stereotyping and invasion of privacy during the marketing process. It is really daunting to carry out market research and customer needs, especially in this time period where the basic needs of the consumers are changing rapidly.

2- Market Audience:

With the market audience, some issues like ethnic minorities, LGBTs, and more are associated. On the other hand, capturing the attention of vulnerable audiences with marketing campaigns is also an ethical marketing problem. This kind of problem looks really tiny but really huge in real.

3- Promotion and Advertising:

Shaming or mocking competitors’ services, practices, and products are considered immoral in promotion and advertising campaigns. Misleading advertisements, violence, controversy, sex, profanity, taste, caste, and other practices are also unethical. Using women inappropriately or any human being is also considered immoral in marketing. These things can really offend society or customers. As a big firm, you can easily handle these issues,, but this requires special attention and the right team that can effortlessly tackle these issues.

 

Ethical Pricing:

Some companies exploit consumers with their unethical pricing strategy. Some of the problems are given in ethical marketing:

  • Dumping.
  • Price fixing.
  • Price discrimination.
  • Price war.
  • Variable pricing.
  • Bid rigging.
  • Price gouging.
  • Price skimming.
  • And etc.

 

Conclusion:

In simple words, ethical marketing consists of those practices that directly impact the consumers without hurting their sentiments and emotions. With the help of ethical practices, you can make your brand a hot topic in the relative market and earn the customer’s attention, loyalty, trust, etc. According to a survey, many shoppers like to shop their essential products and items from those brands that are highly fair in their marketing, services, products, and supply chain network. It is really easy to choose right and wrong because of the presence of proper rules and guidelines. It directly affects the user and one of the biggest reasons for driving your sales and market value. Moreover, it gives a strong competitive edge to your company over rivals if you strictly adopt ethical marketing. There are a variety of companies that don’t pay much heed on right and wrong. But, they will lose the trust and loyalty of customers. That’s why every professional suggests you to follow ethical practices if you really want to become a market leader. I hope you will learn everything about ethical marketing from this post.

 
 

Need Help or Advice in Content Management:

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Also, if you want help writing content to drive more traffic and boost conversions, please get in touch through Contact our team.

Do you want help writing quality content, driving traffic to your website, and boosting conversions? You can contact me through my Freelancer.com profile also. I always prefer to work through Freelancer.com for smooth functioning. Here you pay safely and securely. 

 

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WHAT IS MICROMARKETING? DEFINITION, USES, AND EXAMPLES

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January 25, 2023 0 comment
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Asian Paints SWOT Analysis
BusinessManagementMarketingSWOT & PESTLE 

SWOT Analysis of Asian Paints, Its Competitors, and USP

by Shamsul January 1, 2023

SWOT Analysis of Asian Paints, Its Competitors, and USP

Asian Paints is an Indian multinational company. It is one of the prominent paint companies that manufacture, sell, and distribute its products. They also offer bath fittings, home décor, and other related products and services. The company is headquartered in Mumbai, India. This SWOT analysis of Asian Paints will highlight the company’s strengths and weaknesses (internal) and opportunities and threats (external factors).

A SWOT is one of the greatest strategic planning tools that help to determine the strengths, weaknesses, opportunities, and threats. This framework enables the brand to scale its competitiveness in the market. They can also analyze their current performance and develop an effective business strategy to enhance the business further. That’s why SWOT analysis is a great tool for analyzing the business at a competitive scale. Keep reading to know its unique selling proposition and competitors.

Company Name: Asian Paints, Ltd.

Founders: Champaklal H. Choksey, Suryakant C. Dani, Chimanlal N. Choksi, Arvind R. Vakil

Founded: February 01, 1942

Headquarters: Mumbai, India

Parent Company: Berger International

CEO: Amit Syngle (April 01, 2020-)

Type: Paint Industry

Sector: Industrial and Chemical Products

Tagline: Merawala Blue; Har Ghar Kuch Kehta Hai Ki; Ask Aparna

Unique Selling Proposition: One of the biggest brands in the paint industry in India.

Customers: Caters to all types of customers including the premium segment.

Target Consumers: Home-owners, automobiles, government buildings, healthcare, hotels, education, and more.

Revenue: 294.8 billion INR (2022)

Net Income: 30.53 billion INR (2022)

Strengths of Asian Paints | SWOT Analysis of Asian Paints

The main factors of the company are its strengths. Strengths are those factors that give a huge competitive advantage to Asian Paints. A diversified product portfolio, skilled workers, and a strong financial position are some key strengths of the brand. The following are the major strengths of Asian Paints:

1- In Asia, Asian Paints is the third largest paint brand. In India, it is the number one largest paint brand. These factors make the brand highly competitive.

The company leads the chart in decorative paints by taking over 50 percent of the market share. Kansai Nerolac Paints is considered one of the biggest rivals of Asian Paints in this segment. But, the brand has successfully defeated it in terms of market share and revenue.

2- The company has a strong worldwide position. Currently, it is operating in more than 17 countries. Moreover, they provide manufacturing facilities in more than 65 countries globally. They have more than 24 manufacturing facilities right now.

3- The company has made successful acquisitions in recent years. They have penetrated into international markets due to their four successful subsidiaries. Taubmans, Apco Coatings, Berger International Limited, and SCIB Paints are its four major subsidiaries.

4- Undoubtedly, Asian Paints is one of the most popular brands in the Indian paint sector. They have a strong base of loyal customers. This is because of its innovative products and approach.

5- The supply chain network of the company is very strong, which gives it a huge competitive advantage. They have so many regional distribution centers that make its supply chain system very effective. This is the reason the company has maintained a strong competitive edge in the paint industry.

6- The marketing and advertising efforts of Asian Paints are extremely unique and eye-catching. This has helped the brand to increase its brand awareness and image. The famous Bollywood actor Saif Ali Khan is the brand ambassador of Asian Paints.

7- The overall financial strength of the company is strong. This is another major advantage of Asian Paints.

 

Weaknesses of Asian Paints | SWOT Analysis of Asian Paints

The weaknesses of the brand are hindering its success. These weak areas of the company stop them from achieving the number one position. The company is lacking in so many factors. All they need to do is fix their weaknesses to retain their position and revenue stream. Here are some important weaknesses of Asian Paints:

1- The company hasn’t had any significant success in the industrial paint segment. It doesn’t have any strong market share in this sector. Its competitors, such as AkzoNobel and Kansai Nerolac, are doing great in this segment and have successfully captured the major market share.

2- The paint and decorative paint sector is a fast-evolving sector. The new trends come and go, making them old or obsolete. This is because of the changing preferences and tastes of consumers. This is why the company needs to manufacture new products with the passage of time to fulfill the customers’ needs.

 

Opportunities for Asian Paints | SWOT Analysis of Asian Paints

Every business environment has some growth opportunities for every company. India’s paint sector can offer many growth chances to companies like Asian Paints. All they need to do is to recognize these opportunities and create ways to utilize them properly. In this way, Asian Paints can enhance its growth and profit margins. Below, we have listed some major opportunities for Asian Paints:

1- Being an international paint brand, Asian Paints should focus on other regions such as Africa, Europe, South America, and even North America. They have so many expansion chances in different locations of the world.

2- The company must diversify its offerings in every sector, especially industrial paints. This will provide a great chance for the company to achieve its business goals and market position.

3- Asian Paints should invest in research and development. Moreover, they should also invest in technology to enhance their manufacturing capabilities. In this way, the company can produce more innovative and customer-centric products.

 

Threats for Asian Paints | SWOT Analysis of Asian Paints

The threats for any company or brand can be fatal to its business operation, expansion, and growth. Threats can negatively harm the company’s business at the global level. The changing business policies, demand for innovative products, and competitors’ offerings can affect the company’s business growth on a huge scale.

1- The current economic slowdown has affected the company’s operation globally.

2- Rigid government rules and regulations are one of the major threats when it comes to manufacturing innovative and high-quality products.

3- The increasing cost of raw materials and labor are also some major threats to the brand.

 

Competitors of Asian Paints

Akzonobel

PPG Industries

Nippon Paint

Kansai Nerolac Paints

Sherwin Williams

Jenson and Nicolson India, Ltd.

 
 

Need Help or Advice in Content Management:

Would you like more advice? Do you have good practices to share? Express yourself in the comments.

Also, if you want help writing content to drive more traffic and boost conversions, please get in touch through Contact our team.

Do you want help writing quality content, driving traffic to your website, and boosting conversions? You can contact me through my Freelancer.com profile also. I always prefer to work through Freelancer.com for smooth functioning. Here you pay safely and securely. 

 

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AmBank Group SWOT
BusinessManagementMarketingSWOT & PESTLE Writing

SWOT Analysis of AmBank Group, USP, and Competitors

by Shamsul November 27, 2022

SWOT Analysis of AmBank Group, USP, and Competitors

AMMB Holdings AmBank Group is one of the most trusted banking and financial services companies. For academic purposes, we will do a SWOT Analysis of AMMB Holdings AmBank Group in this post. This Malaysian banking group is mainly known for its retail banking. On the other hand, it also offers Islamic banking, insurance, and wholesale banking services. This SWOT analysis will analyze the company by its internal and external factors. SWOT is the mirror for strengths, weaknesses, opportunities, and threats.

With this proven management framework, a company like AMMB Holdings AmBank Group can benchmark its position and business in the competitive sector of banking. If you want to know the company’s success story, then this SWOT analysis will provide all the information about the brand. So, let’s get started!

Company Name: AMMB Holdings AmBank Group

Founders: Hussain Najadi

Founded: August 5, 1975

Headquarters: Federal Territory of Kuala Lumpur, Malaysia

Parent Company: AmBank

CEO: Dato’ Sulaiman Mohd Tahir (Nov 23, 2015-)

Type: Regional Banks

Sector: Banking and financial services

Tagline: Service 1st our promise

Unique Selling Proposition: To become a leading bank with Islamic banking services.

Customers: Corporate and personal banking

Target Consumers: Individuals and businesses

Revenue: (2021)

Net Income: RM 4,552.5 million (2021)

Strengths of AmBank Group | SWOT Analysis of AmBank Group

No doubt, there are so many strengths behind the success of AMMB Holdings AmBank Group. The strengths are those factors that give a company a competitive advantage in the industry. The brand’s biggest strengths are the overall financial position, workforce, and innovative products. Keep reading to find out some important strengths of the brand:

If we talk about the top 5 banking groups in Malaysia, then AMMB Holdings AmBank Group will definitely fall in this category.

The company has more than 200 branches across the country.

They offer amazing Islamic banking services.

They have a good brand image in Malaysia and in the world as well.

The brand has a strong financial status when compared to its competitors.

 

Weaknesses of AmBank Group | SWOT Analysis of AmBank Group

The weaknesses represent the areas in which AMMB Holdings AmBank Group is lacking. They prevent the company from improving its position in the competitive market. These particular factors can be dangerous for the company’s growth. But, they can be converted into strengths with planning. The following are some of the biggest weaknesses of the company:

Successful acquisitions from competitors are putting huge pressure on the company. It is a significant weakness of AMMB Holdings AmBank Group.

The brand is currently facing integration problems.

The biggest concern for the brand is the bad performance in fixed loans.

 

Opportunities for AmBank Group | SWOT Analysis of AmBank Group

For any brand, opportunities are those factors that they can use to become a market leader. In the Malaysian banking and financial service sector, there are so many opportunities waiting for AMMB Holdings AmBank Group. The company can enhance its global operations by using opportunities in the right way. Let’s talk about some important opportunities for AMMB Holdings AmBank Group:

AMMB Holdings AmBank Group can think about expanding its business. They can expand in Asian countries like China, Thailand, and Singapore.

The company can collaborate with emerging economies like Thailand and Singapore.

The current economic status of the Malaysian market is excellent, and it can provide excellent growth chance for the company.

 

Threats for AmBank Group | SWOT Analysis of AmBank Group

Threats can negatively impact any business like AMMB Holdings AmBank Group. Several factors can affect the business performance and position of the company. Below, we have listed some important ones:

The trade disagreement between the US and China can affect the economy of Malaysia.

The Malaysian government is facing slow GDP growth, which could be a big concern for the banking sector.

 

Competitors of AmBank Group

The Malaysian banking and financial service sector is very competitive. The following are the major competitors of AMMB Holdings AmBank Group:

EON Capital

Alliance Financial Group

Maybank

Public Bank

Hong Leong

CIMB Bank

RHB Bank

 

 

Need Help or Advice in Content Management:

Do you want more advice? Do you have good practices to share? Express yourself in the comments.

Moreover, if you want any help writing content to drive more traffic and boost conversions, get in touch through Contact our team.

Do you want help writing quality content, driving traffic to your website, and boosting conversions? You can contact me through my Freelancer.com profile also. I always prefer to work through Freelancer.com for smooth functioning. Here you pay safely and securely. 

 

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November 27, 2022 0 comment
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Marketing Strategy
Better TipsBusinessManagementMarketingTrendingWriting

Want to Develop An Effective Marketing Strategy For Startups? Important Tips

by Shamsul October 7, 2022

Want to Develop An Effective Marketing Strategy For Startups? Important Tips

 

Suppose marketing is new for you and you don’t know how to initiate a business, launch a product, or develop an effective marketing strategy. It looks overwhelming to run a startup, especially if you are a beginner. In that case, it isn’t easy to manage day-to-day operations. Challenging and complex industries are often named traditional or boring industries. A market with more competition is referred to as a tough market. A specific product can only attract a particular audience niche.

Is it possible to market your brand and products in boring industries? Well, yes. But, it is slightly challenging, and you have to develop an effective marketing strategy for boring industries. If you operate in a boring industry and want to market effectively, the tips will help you.

 

Identify Your Market Audience

Investing a huge budget on marketing without knowing your audience destroys your budget and your effort. Promoting your product without a clear message can’t help you to attract a large number of audiences. So, before marketing your products or services, you must identify your market audience.

After identifying your market audience and the people you are going to do business with, you can effectively make a good idea about how to market your company in boring industries. You must also identify their goals and requirements. The Buyer’s persona is one of the most critical things in this matter. It can help you establish your customer. You can do market research to find the Buyer’s persona. You can also make assumptions based on their preferences, education, age, and demographics. In this way, you can identify the diversity of your ideal customers and you can offer solutions accordingly.

Keep in mind that these personas are not real. They just represent your ideal customers and their preferences. On the basis of these personas, you can make effective marketing strategies to target your customers or audience.

 

Create a Recognizable Brand | Effective Marketing Strategy

After knowing your ideal audience, you now need to establish a brand that represents your audience. Your brand name and logo should be different from your competitors so they can easily recognize you. It is a useful way to create a big impact on your target audience. You can consider each and every factor in this matter, from logos to names, colors, fonts, graphics, etc. But, you must be consistent in your performance to stay relevant. Try to establish an emotional connection with your audience. Here, you must focus on the following factors for better results.

 

Choose Your Focus

For some customers, a brand is everything. You must try to focus on building your brand’s personality and reputation. You must know your USP and value proposition to get a competitive advantage. Write a complete description of your brand. Make your brand more visible so that everyone can find you.

 

Select a Brand Name | Effective Marketing Strategy

You must select a catchy brand name because this small thing can make all the difference. Your brand name impacts your marketing and business approach. Consider a relevant brand name that goes right with the services or products you offer. Do not try to steal your competitor’s name. When you choose a unique brand name, your customers can easily find you and your recall value will also increase.

Your brand name affects your domain, so be careful. You can take help from experts if you don’t know how to choose a brand name.

 

Choose a Slogan | Effective Marketing Strategy

You should write your slogan as a brand to make things more interesting. It can do marvels for you and your brand. It can give a clear idea to your customers about your brand, products, and services.

You can promote your slogan on different channels. You can easily write a tagline for your brand. However, your motto should be clear and concise. A brief, bold and catchy slogan can enhance the value of your brand.

 

Choose Your Brand’s Fonts and Colors

Just like your brand name and slogan, your brand’s colors and fonts must be unique. They shouldn’t match with your competitors’ colors and fonts. Your fonts and colors should reflect your brand. From your homepage to other pages, there must be some relevance in your brand’s colors and fonts. You can use any type of color palette that you think can represent your brand effectively.

 

Design Your Logo

When you hear about any brand, the first thing that comes to your mind is its logo. You can’t neglect the importance of your brand logo. So, you have to design your brand logo so that people can recognize you without knowing your name. In short, your brand logo is the front face of your brand. A logo should be scalable, distinctive, and recognizable. You can use any type of brand logos, such as an abstract or word logo. For example, everyone knows about Google and its color palette. You can take many examples in this regard, such as Nike, Adidas, Starbucks, etc.

 

Establish Your Branding | Effective Marketing Strategy

Now, you have done everything successfully. This is the time to tell your brand story to your audience by developing your branding. You can explain your brand, aim, and motive. In short, it is a useful way to interact with your audience. Your branding must be unique and distinctive. You can also motivate your customers through your story.

 

Establish a Digital Presence | Effective Marketing Strategy

Right now, every business and brand is moving to digital. So, as a brand, you must have a strong digital presence. In this way, your audience can search for you and learn about you online. Online presence is also useful for boosting sales and customer engagement. Whether you are running a clothing brand, a restaurant, a bank, or anything in between, you should establish a strong online presence. The biggest advantage of this is that your audience can easily share and communicate with you. It can increase your brand’s authenticity.

In order to make a digital presence, you must develop a website. This is the first place your customers will love interacting with your brand. Moreover, there are so many other channels, like social media, that you can consider connecting with your audience. Plus, it is necessary to have a social media presence in this advanced business era. You can target every age group and class of customers through these channels. The best thing is that it is extremely easy to make a presence on social media platforms like Twitter, Facebook, Instagram, etc. You can share your brand story, videos, and products on your social media pages. It is one of the most trending types of advertising.

 

Set a Budget and Stick to It | Effective Marketing Strategy

First of all, you have to set a particular budget for marketing. There is no need to spend your entire budget on this thing. This thing is more important for startups and new businesses. You have to set a budget carefully and then stick to it. If you spend your budget unnecessarily, then there is a chance that you can face financial problems.

In order to allocate a specific budget for marketing, you need to see the big picture first. If you have a surplus budget, then you can spend a huge amount. Otherwise, a small budget is also enough for marketing. Invest in brand awareness and brand assets so that you can achieve your desired goal.

Know your operational costs, both anticipated and current. From taxes to fees and other costs, you should evaluate each and everything carefully. In this way, you can find out how much budget you need to run a successful marketing strategy.

Spend your budget on the right things, such as brand awareness, logo, web design, etc. Manage your important marketing campaigns first.

Define a clear limit. You must know about your available resources. In this way, you can easily tackle unexpected expenses.

 

Create SMART Goals and Monitor Your Progress

Here, SMART stands for Specific, Measurable, Achievable, Relevant, and Time-Bound. You should set SMART goals because they are beneficial for generating traffic. You should create more than 10 sales-focused blogs to drive traffic. These SMART goals are easily achievable and can give your small business or startup a new boost. As a result, you can effortlessly obtain your goals.

There are so many valuable benefits of SMART goals for your startup. It includes many factors, such as digital strategy, content strategy, social media management, and other relevant things. With the help of SMART goals, you can easily focus on your main business target.

 

 

Need Help or Advice in Content Management:

Do you want more advice? Do you have good practices to share? Express yourself in the comments.

Moreover, if you want any help in writing content to drive more traffic and boost conversions, get in touch through Contact our team.

Do you want any help writing quality content, driving more traffic to your website, and boosting conversions? You can contact me through my Freelancer.com profile also. I always prefer to work through Freelancer.com for smooth functioning. Here you pay safely and securely.

 

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9 SECRET AND EFFECTIVE AFFILIATE MARKETING TIPS FOR ADDITIONAL INCOME

October 7, 2022 0 comment
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Affiliate-Marketing
Better TipsBusinessManagementMarketingWriting

9 Secret and Effective Affiliate Marketing Tips for Additional Income

by Shamsul September 5, 2022

9 Secret Affiliate Marketing Tips to Generate Additional Income

 

Affiliate marketing is incredibly useful when it comes to generating additional income. Vendors can use affiliate marketing to increase conversion rates and reach the right audience. All in all, it is risk-free, simple, and cost-effective too. It will be surprising for us if you haven’t heard about affiliate marketing. It looks very tempting until you experience the fierce competition. Not everyone will tell you the benefits of this marketing. Today, we will reveal some affiliate marketing tips you have always wanted to know. If you implement this marketing, you can boost the traffic and take a competitive edge.

Honestly speaking, affiliate marketing offers several opportunities, and its temptation is enormous. By using affiliate marketing, you can ensure your success. It is incredibly effortless, and you can implement it into your business to get the maximum advantages. Here are 9 crucial affiliate marketing tips.

Tip # 01 – Name Who You Work With

As a beginner, you need to familiarize yourself with your industry and its operating players. Before choosing the right option, we recommend comparing conditions and affiliate programs. Many successful affiliates continuously put in the work to further enhance the business. On the other hand, it is referred to as a passive income. But, in order to reach the stage where money generates automatically, you must implement affiliate marketing correctly by picking reliable vendors.

You have to ensure that your affiliates work and keep working as a vendor. Before committing, you must analyze their results and activities. To be honest, there is no shortage of affiliates in the industry, but there is no need to consider those individuals or businesses that do not fulfill your expectations. Always track and evaluate their work in order to ensure they keep delivering what you want.

 

Tip # 02 – Work with Vendors

This is the most secret tip that vendors don’t know. But, you will come across it sooner or later. It is a great way to find extra opportunities through vendor competition. It would be best if you unearthed the affiliate landscape in your niche, industry, or region. Many vendors collaborate with affiliates, and affiliates endorse a number of vendors. It would be best if you also discover the top advertisers. For example, there are so many vendors in your industry, so you can find their top competitors to check whether they have an affiliate program or not. It will provide a great chance to grow your business. On the other hand, investigate the website traffic of a potential vendor to figure out their referral traffic.

 

Tip # 03 – Communicate with Competitors’ Affiliates

Merchants can use an affiliate program to analyze affiliate potential through the competition. By analyzing the competitive data of your competitors, you can find so many opportunities for your business. First of all, uncover affiliates your competitors are collaborating with. Then, check the advantages of these partners they are providing to your competitors. Check how much traffic they are helping to generate and how engaged the customers are.

You have to unearth the top-performing affiliates first. Communicate with them to increase your site’s traffic. As a result, you can get the desired traffic. You are recommended to check the right affiliates because a powerful affiliate for the competition is good for your traffic. All in all, you need to discover who your partners are and how they work. Finding your competitors’ affiliates and monitoring their performance to magnify marketing advantages is easy.

 

Tip # 04 – Boost Traffic with Keyword Research

It is a fact that affiliates contest for traffic, and vendors contest for affiliates. The reason behind it is that they are responsible for generating maximum traffic. The foundation of this traffic is SEO. You can find high-performing keywords that get maximum traffic by performing keyword research. With appropriate tools, you can monitor your competitors’ keywords that bring maximum audience. With this information, you can change your strategy accordingly. Here are some successful tips for conducting competitive keyword research.

Focus on your region or industry and determine your top competitors in that industry. With the help of a keyword generator, search for additional keywords.

After that, you should discover the actual potential of the terms for your site or business.

Don’t forget to check the seasonality of your keywords because, in most industries, keywords are based on special offers, special events, or holidays.

Businesses with an existing keyword strategy must use keyword gap tools to figure out which terms get the most traffic. The right purpose of keyword research is to keep you trendy.

 

Tip # 05 – Take Search Intent into Your Consideration in Keyword Research

Improving your ranking on Google is a different thing. Generating the ideal traffic is another thing. You must consider search intent before selecting keywords. If we talk about Google’s algorithm, they follow the search intent in order to provide the best results. In this regard, a single word can change the search intent. For example, when you search for the best food shops near me, you intend to purchase the best food within your locality. When you search for jobs in food shops, you are looking for a job. It is called search intent. In order to get the right intent, you must use a keyword research tool to get the most reliable and best keywords.

 

Tip # 06 – Search Merchants Your Affiliate Competition Collaborates with

According to marketing experts, competition brings so many growth opportunities. Identify your competitors and compare your performance with them. A little information about their website traffic and engagement will give you an idea of how to optimize or adapt your strategy. You can track their progress to figure out how they generate traffic. In short, you can learn a lot from your competitors.

You must check what your competitors are promoting that you don’t. They could be the best vendors for your business. For this reason, you need relevant data to conduct effective research. In this way, you will become a popular name in your industry.

 

Tip # 07 – Give Discount Offers | Affiliate Marketing Tips

Both publishers and affiliate managers can consider the idea of affiliate marketing. They can make it much more attractive by adding a special discount code. This is the best way to attract customers, and your page’s engagement will automatically increase. Discount offers help to entice consumers and affiliates. Customers like to buy things at cheap prices with the backing of special discount deals. It is one of the best methods to use in affiliate marketing.

If you are wondering why discount codes and promos are important in affiliate marketing, then you can see some examples on Google and YouTube. It is the responsibility of affiliates to create and publish content. They are also responsible for building links and developing relationships. However, content doesn’t offer financial benefits to users, but it is really helpful in enticing them. But, when you mention a promo code in affiliate content, it becomes financially valuable for the users. Customers can actually get the discount when they land on your website through the partner.

 

Tip # 08 – Exhibit What the Customer Wants | Affiliate Marketing Tips

If you know your industry, then it means you are well aware of your audience. It would be best to locate their demographics, preferences, and age groups. You should figure out what they like or dislike. Find out what kind of content attracts them and what kind of products they love to purchase. For better focusing, these factors will help you a lot. The biggest advantage of this technique is that you can recognize the customers’ ongoing trends or shopping preferences. You can literally improve your strategy.

It is also great to get some inspiration to understand where to put your maximum effort. You can promote the products that your audience loves to purchase. Try to engage with your customers to get feedback on your products, items, or offers. Now, you can adapt and optimize your strategy to achieve the best results. You can also help them to find those products that they miss.

 

Tip # 09 – Earn the Trust of the Audience | Affiliate Marketing Tips

We suggest establishing real relationships with your audience. To be honest, everything is not about traffic. It is a big mistake to look at the volume. It gives short-lived success, and you can’t build trust and credibility. You need to put some effort into trust-building factors, especially in your content. When the customers start trusting you, they will come back and recommend your site to others. This is highly profitable in the long run. Have you ever thought about why you follow influencers? The reason is that they give useful information about the products and build trust. No one wants to follow the long procedure of comparing, selecting, and evaluating. So, influencers’ recommendations are enough for them.

Honesty plays an essential role in the whole process. You can establish trust in so many ways. Just describe the real advantages of your products or offers to make a tangible impact. You can also reveal that you are affiliated and will get a commission.

 
 

Do you want more advice? Do you have good practices to share? Express yourself in the comments.

Moreover, if you want any help in writing content to drive more traffic and boost conversions, get in touch through Contact our team.

Do you want any help writing quality content, driving more traffic to your website, and boosting conversions? You can contact me through my Freelancer.com profile also. I always prefer to work through Freelancer.com for smooth functioning. Here you pay safely and securely.

 

Read More:

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September 5, 2022 0 comment
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Content Marketing Strategy
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How to Build a Content Marketing Strategy That Converts More Customers

by Shamsul September 3, 2022

How to Build a Content Marketing Strategy That Converts More Customers

 

It doesn’t matter how incredible you or your products are. The only thing that matters for the customers is how you will resolve their problems. The main purpose of digital content marketing is to provide valuable solutions beginning with education and ending with your services or products. Honestly speaking, other marketing platforms can’t do this thing. It all starts with enticing content.

Now, you know the value of content. All you need to do is to develop a great strategy to create enticing content for your products and services. How do we resolve customers’ actual pain points? First of all, you need to set a target to resolve their pain points. Here, your purpose should be clear without any purpose of forcing them to purchase your products. If they need your products, then they will definitely buy them. If you resolve their problems, then sales will automatically come. Whether you have a team of professional content writers, you must build a plan to create the right content.

Below, we have mentioned crucial answers to some essential questions that can help to create an impactful content marketing strategy. So, let’s dive in.

 

What is a Content Marketing Strategy?

Creating and distributing content that gives value to your customers is referred to as a content marketing strategy. It means your customers’ pain points are the main subject of your content. It is a pool of information that addresses their problems. As a result, you can attract potential customers to your platform. This kind of content marketing is very helpful in boosting your customer base as well as your net income. Content marketing can quickly boost the demand for your products and services.

 

Is Content Marketing Really Helpful?

Compared to other methods, content marketing helps increase the conversion rate by 6X higher. Almost every B2B business uses digital content marketing to attract more customers. According to marketing experts, your chances of getting a customer’s attention will be higher with the help of valuable content marketing. This process could be time-taking, but the end results are always positive. The best thing is that you can use your digital content marketing strategy on other activities to boost their performance.

 

What is a Content Funnel?

When it comes to introducing your brand and products to your target audience, a content funnel can play a big role. It consists of three phases such as TOFU (Top of the Funnel), MOFU (Middle of the Funnel), and BOFU (Bottom of the Funnel). The main purpose of TOFU is to introduce your services and products to the MOFU, where customers can evaluate your products. BOFU is the last step of this funnel which highlights the post-purchase stage.

In the B2B segment, users often make buying decisions step by step. After addressing one problem, a new one comes. Your target is to offer high-quality content to your customers so that they can easily understand the worth and value of your products. It is like dating someone and introducing them to your family later. Sounds logical?

Marketing is all about building relationships, and content marketing play a huge role. Valuable content can add significant value to a product. That’s why it is crucial to understand the buying pattern of your audience so that you can effectively build relationships with them.

It is imperative to show your audience that your products can offer the solutions they were looking for. Some customers only look for solutions, but some go for quality. You should track your customers to figure out their requirements. As a result, you can improve your data and products. When it comes to conversion rate, Amazon has outperformed its competitors.

 

Harmonizing Your Content to Your Funnel

The importance of content in your funnel is crucial in converting your potential customers into loyal customers. You have to set your strategy carefully according to your customer’s perspectives. Below, we have discussed each funnel type in depth.

 

Top of the Funnel (TOFU) – Awareness | Content Marketing Strategy

This mainly focuses on increasing brand awareness. In this section, you have to highlight your customers’ requirements and show them how you can solve these problems. The following types of content will work best for this funnel.

·         Blogs – If you want to show your expertise comprehensively, then you should create high-quality articles. You can also think about answering questions because it provides solutions and engagement at the same time. It is one of the most effective ways to educate your audience. You can also give them suggestions. It will ultimately increase engagement.

·         Social Media Posts – If you want to highlight your products, then promote your products on social media platforms in the form of posts. Social media platforms are very helpful in this regard and can provide the right direction for your business.

·         Infographics – If you want to present your content in a simplistic but appealing manner, you should consider infographics. It is really helpful for customers who are not interested in lengthy articles or blogs.

·         Video Clips – Right now, video clips, especially short clips, are very attention-grabbing. They can easily increase the curiosity of the audience with their motion effects and appealing visuals. Plus, you can share your video content on your social media handles and websites.

It is excellent to attract a new audience that doesn’t know you. All in all, you have to show your business and increase the curiosity of your customers in this type of funnel. In this way, you can positively impact your customers, and they will remember you for a more extended period.

 

Middle of the Funnel (MOFU) – Consideration | Content Marketing Strategy

In this section, your audience identifies you and encourages the effort or services you offer. They make up their mind to take advantage of your services to solve their problems. The following content types are helpful in MOFU.

·         Videos – Videos are very helpful content that can work for any type of brand of service. You can represent everything in a video and can educate your audience. You can represent your ideas and useful information in a video. This kind of valuable content will create all the difference.

·         Podcasts – Podcasts are getting hype these days, and you can incorporate them into your funnel strategy. Your audience can listen to your podcasts while they exercise, drive, etc. In podcasts, you can talk about the pain points of your audience and the solutions you are giving them in the form of products or services. It is a simple way to educate them and offers great engagement.

·         eBooks – You can develop eBooks or guides to enhance your integrity. It is a fact that people love to get free things, and you can provide information in the form of eBooks.

·         Webinars – People can interact with you with the help of a webinar. In this segment, you can discuss your strengths and focus on services. They can also ask questions, and you can replay them instantly.

It is not imperative to provide solution-based information. You just need to solve a particular pain point and share some possible solutions. The idea is to support and educate your audience.

 

Bottom of the Funnel (BOFU) – Decision | Content Marketing Strategy

At this point, your audience will start thinking about why they should select you or your products. In this section, you have to personalize your content to influence your audience’s decision. Here, you can use the following content formats.

·         Emails – In order to focus on customers individually, emails are one of the most beneficial tools. You can send valuable content along with services and offers through email marketing.

·         White Papers – With white papers, you can clear the concerns as well as doubts of your audience.

·         Case Studies – It shows real and fact-based data about your business that shows how you solve problems. In this study, you can identify the challenge and offer solutions in the form of your products or services.

·         Success Stories – To attract customers emotionally and personally, you can share success stories. It involves highlighting your achievements.

·         Testimonials – Your satisfied customers can endorse or verify your products or services. It is a great way to build trust.

In this section, your products or services come into focus. Good content marketing can provide relevant information to your customers to convince them. It should focus on the pain points of your customers.

 

Post-Purchase – Retention Marketing | Content Marketing Strategy

After converting your potential customers into customers, you have to put all your efforts in building brand loyalty. It is hard to retain your audience, keep them happy, and engaged. The following content formats will help in this regard.

·         Personalized Emails – With personalized emails, you can show your customers individually how much you care for them.

·         Social Media Campaigns – With the help of social media campaigns, you can retain your customers by showing new updates, offers, and quotes.

·         Blogs – Blogs are one of the best ways to inform your customers about upcoming features, developments, trends, and events.

·         Webinars – Webinars offer instant support and education. You can instantly solve issues by introducing new solutions. You can also educate your customers on how to utilize your products more effectively to solve their issues.

·         eBooks – With eBooks, you can keep your customers informed about industry practices and statistics.

 

How to Develop a Content Strategy?

The main goal of creating a content strategy is to bring potential audiences to your platform instead of going out and showcasing your services or products. The foundation of your content is based on real and reliable facts. Do not add fake data to entice customers. Your content should contain information that resonates with your customer’s requirements, issues, state of mind, and values. This is the only way to keep them coming back.

 

The 4 W’s of Content Marketing Strategy

Before creating a content marketing strategy, you must find out the 4 W’s of content strategy. Generally, they are 3 W’s and one H. By figuring out these; you can easily develop a valuable and relatable content strategy.

·         Why? – You have to determine the purpose of your content in this section. Your purpose should consist of educating and supporting your customers. Determine what they want and what you can offer. Solve their queries by giving satisfactory answers. You can also provide the proper guidance to your audience.

·         Who? – Who’s your target audience? Find out for which audience you are creating content. Who can take advantage of your content? Try to develop content that revolves around customer personas. In this way, you can effortlessly create relevant content.

·         What? – What kind of content should you develop? This section should revolve around this question. In this section, you have to find out how you can build trust in your audience.

·         How? – How to develop and distribute your content? This process involves content creation and distribution. You have to determine the proper channels to distribute your content.

1)      Develop Buyer Persona

This persona showcases your ideal buyer. The main goal is to develop a buyer persona to uncover the needs and requirements of your potential buyers. You have to fulfill their needs, mainly to win their loyalty. You need to understand who can benefit from your services or products. Then, unearth their needs, desires, fears, pain points, and habits. It will give you a direct understanding of your audience. You can go ahead if you want to create more than one persona. It helps to create personalized and relatable content. So many services allow you to create a buyer persona online and for free.

 

2)      Outline Your Content

You have to audit your entire content in order to efficiently strategize your content strategy. You need to develop a compressive overview of your content and mention every item highlighting the kind of message, target audience, content, and topics.

In content marketing, you have to target the right person at the right time. By mapping out your content, you can easily conduct the following things,

·         Designate each part of the content to a specific segment in the funnel and ask whether it answers the questions correctly or not.

·         It helps to discover gaps in the funnel. As a result, you can easily decide what to include, exclude, or re-adjust.

 

3)      Find New Opportunities for the Content

Finding new ideas is one of the most challenging feats that every content creator experiences. If you are creating a content marketing strategy, then you have to come up with new subjects, topics, and ideas every time. You can’t survive on a particular idea or topic for a more extended period of time. With new ideas, you can create valuable content for your customers. All you need to do is to target all the personas and cover all the stages. You must figure out what your audience wants to see or listen to. Here we have mentioned some essential factors that your audience wants to see,

·         Social Listening: You need to discover the latest trends and hashtags on social media to see what people want. In this way, you can find a specific topic for your content marketing strategy.

·         Groups and Forums: Do your research to find out what people find in industry-related groups and forums.

·         Competition: Check your competitors’ performance or content strategy to check out what they are doing to attract their audience. See the response of their audience and make your content strategy accordingly.

·         Content Performance: You should monitor the performance of your content using web analytics.

·         Customer Support and Sales: You can take the help of your team members and sales representative to find the ongoing concerns of the audience.

 

4)      Develop Your Content Summary

You need to create a brief summary of your content highlighting your key points and main topic. If you are exploiting a video marketing strategy, each of your videos should start with the same intro. This is necessary to get recognized. You can define certain guidelines for creating a summary of your content. You should cover the following things to develop your content brief,

·         Type of content

·         Purpose

·         Target customers

·         Keywords

·         CTA

·         Funnel stage

·         Length

·         Main topics

·         Links

·         Competitors’ content

 

5)      Incorporate SEO into Your Content

When it comes to digital content marketing, search engine optimization (SEO) plays an important role. It is helpful to bring organic traffic on your site or channel. They help to rank your content in a better way so that your target audience can easily find it. In order to target the potential audience, you have to conduct keyword research to get recognized. You can add internal links to your content to strengthen it in terms of SEO. The entire content marketing is based on this structure.

There are so many advanced keyword research tools out there that you can use to improve your rankings. They are very useful in driving organic, and you can take the lead from the competitors.

 

6)      Choose the Right Distribution Channels for Your Content

If you have successfully created content with the help of this article, then it is impressive. Now, you have to present your valuable content in front of the target audience. It could be an intimidating process but not for tech-savvy people. However, this process requires maximum planning.

Before distributing your content, evaluate the outcomes. Choose the proper channels for distributing your content. You need to figure out where people usually hang out online. Targeting any platform with the maximum number of users will give you and your content the correct exposure. If you can afford paid media, then you should consider this.

It is worth remembering why you have created specific content. You must define your target audience and their pain points and include solutions in your content.

 

7)      Navigate Your Content Strategy by Creating an Editorial Plan

The success of this kind of marketing is heavily based on consistency. If you are not consistent with your posting, then your audience will no longer remember you. In order to maintain the flow, you have to strategize your content publishing strategy. In this matter, you can take help from a content calendar and an editorial plan. It helps you to obtain your goals by meeting deadlines and tasks.

You have unlimited data in the form of content. How efficiently you post it to stay in the competition is up to you. Your team has to set a particular frequency with your team to utilize your content strategy in the right way. The schedule publishing details in your content calendar are to be consistent. You can also develop a separate social media calendar to plan it more effectively.

 

8)      Make a Checklist for Your Content Marketing Strategy

To be honest, creating a content marketing strategy doesn’t involve any rocket science. But it is not that easy. It varies from business to business. You have to include key points and keywords in your content to get the maximum advantage. The following steps will help you to create a checklist for your content strategy.

·         Develop buyer personas

·         Do keyword research

·         Outline your content

·         Choose distribution channels

·         Set specific goals

·         Creation of content

·         Set a particular budget

·         Track content performance.

 

9)      Monitor the Data

It is imperative to track your data to understand what is working for you. You should monitor your traffic, metrics, engagement, and conversion rate. However, you have to use the correct data in this regard to get the right insight. Clearly define your goals and set a particular target for your content marketing strategy.

 

10)   Review and Optimize the Performance of Your Content

A content marketing strategy is like a circle that never ends. After creating content and publishing it, you have to track your content in order to analyze the performance. As a result, you can make improvements accordingly. Follow the latest trends to find out what’s trending out there. Then, create trending content to drive organic traffic and engagement on your site. All in all, analyzing and optimizing your content is crucial.

 
 

Do you want more advice? Do you have good practices to share? Express yourself in the comments.

Moreover, if you want any help in writing content to drive more traffic and boost conversions, get in touch through Contact our team.

Do you want any help writing quality content, driving more traffic to your website, and boosting conversions? You can contact me through my Freelancer.com profile also. I always prefer to work through Freelancer.com for smooth functioning. Here you pay safely and securely.

 

Read More:

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September 3, 2022 0 comment
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Facebook Marketing
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Why Facebook Marketing is Essential for Every Brand in 2022 – How to Do it Right

by Shamsul August 5, 2022

Why Facebook Marketing is Essential for Every Brand in 2022 – How to Do it Right

 

We all believe that Facebook is the most popular social media platform. According to an estimate, it has billions of monthly users (over 2.89 billion), and this number is still growing. Such engagement of people and popularity makes it an excellent platform for brands and business owners to advertise their services and products because they can connect with billions of people simultaneously. It means Facebook Marketing is Essential for Every Brand in 2022.

Only a few businesses utilize social media marketing strategies, especially Facebook. In this article, we will tell you why every brand or business should use an excellent Facebook marketing strategy in 2022 to succeed. We will also explain how to do it in the right way. You can lift up your business’ presence and awareness on Facebook to increase the spark of customers by following these Facebook marketing tips.

 

Facebook is the Most Powerful Social Media Site

There is no suspicion about it that Facebook is one of the most influential and popular social media platforms, with over 9 million advertisers and 2.89 billion monthly users. Connecting with a number of people is not a difficult task for companies with Facebook. You can click and engage billions of users at once with the help of this gigantic social networking site. Engaging such a large audience at once is the biggest advantage of Facebook for brands. Through Facebook, customers can get their favorite brands’ latest news about products and services.

When it comes to finding digital content, the role of Facebook is huge. Moreover, users love to spend time on Facebook due to its engaging content such as images, videos, and chats. According to a survey, the average spending time of people on Facebook is 20-30 minutes per day.

Every business owner or marketer should consider these stats in order to build an effective Facebook marketing strategy for their business. There is a chance that you can attract more clients by creating an excellent strategy. Why is Facebook marketing essential for every brand?

We will discuss 14 solid reasons that prove Facebook marketing is necessary for every business or company.

1- Facebook Helps to Target Micro-Audience

According to social media analysts, social networking sites are highly useful for promoting and advertising your brand. But, Facebook is king in this scenario. This data-rich platform is a hotbed for companies and businesses when it comes to marketing their products or services. Advertisers can quickly identify who they are looking for or targeting. So, they can build strategies on these bases.

Explained in short, Facebook can help you target the audience you need for your business success. So, you can get the customers you are looking for.

Facebook’s overall targeting and system are highly in-depth and detailed, allowing brands or businesses to target a broad audience at once. There is no need to focus on each person or target group to promote your products and services. If a business wants to attract a huge number of people by creating Facebook ads, then the following segments are highly crucial,

  • Gender
  • Location
  • Age
  • Spoken languages
  • Education
  • History
  • Interests such as hobbies
  • Income
  • Job designation
  • Life events
  • Behaviors
  • Political interests

By motivating the people based on the above-mentioned segments, you can force people to love and buy your products. This is what makes a huge difference when you add a Facebook marketing strategy in your marketing policy. You must know what your customer wants as a business owner or company.

Facebook permits you to build an effective marketing strategy that revolves around the people you want to reach or target. That’s the beauty of Facebook ads. It is easy to engage those customers who have interacted with your product or services in the past. As a result, you can reach those people easily.

On the other hand, you can also target relevant people or customers with messages. These techniques allow business owners to understand the needs and preferences of the customers, and they can build useful strategies to fulfill their needs.

Moreover, Facebook also allows marketers to know customers interacting with your brand through the Facebook platform. They can take the help of the aggregate data feature to identify these stats.

 

2- Facebook Offers Maximum Retail ROAS

It is understood that Facebook ads have unlimited advantages. They are incredibly helpful when it comes to advertising or promoting your business. According to Forbes, the average ROAS (Return on Ad Spend) for Facebook is almost 8.75 dollars/for every dollar spent. You just need to pay 10 dollars to attract a customer on the platform. You just make 5 dollars from them, which means you are making a profit of 4.75 dollars from return on ad spend. In short, there is no need to spend anything to get that consumer.

This one thing shows how powerful the platform is. All you need to do is to put in some effort and money, and you can make your brand a king in the eyes of the customers. If you are not exploiting Facebook ads, you haven’t reached the right customers. According to some marketers, Facebook is such a fun place for advertising because it allows you to share your content with your audience without any nuisance. It is a massive opportunity for business owners to utilize this platform for marketing purposes.

Moreover, the platform effectively invests in your marketing finances because of its huge 80% click-through rate. How can you overlook this opportunity?

 

3- Facebook Display Ads in a Better Way

There are thousands of perks to using Facebook ads. Its ability of conversion tracking is not the only advantage. There are so many unique types of ad varieties that Facebook offers. Some social media platforms do not have different types of ads. Here are some effective varieties of Facebook business advertising:

  • Photostatic images with catchy captions.
  • Video – It is one of the most engaging types of Facebook ads that can be appeared on feeds, stories, and in-stream.
  • Stories – They can be static or video-based. They take the full screen and are customizable. Users can see your stories by visiting your site.
  • Messenger ads – These ads appear during Messenger conversations.
  • Carousel ads – In carousel ads, followers can see up to ten static images.
  • Slideshow – They are short videos using text, sound, and motion effects. It is a very engaging type of Facebook ad.
  • Collection – With a single ad, people can interact with an assortment of products and services.
  • Playables – It is a type of demo game. Users can play them before downloading a game or an app.

You have immense freedom to create any of the above-mentioned ads on Facebook. Just create an ad of your type and take your branding to a whole new level.

In the past, there were some limitations and restrictions associated with Facebook ads. But, marketers can use any type of ad format, ranging from photos to videos to stories to slideshow of their choice.

Another exciting thing about Facebook ads is that it gives a huge opportunity to design a campaign or ad of your desire because of the availability of different types of visual graphics, multimedia elements, and ad types such as photo, video etc.

 

4- Facebook Advertisements are Cost-Effective and Useful

There is nothing better platform for advertising than Facebook. Facebook ads are incredibly cost-effective but offer a higher return on investment (ROI). This gives marketers a big sigh of relief, and they think their investments are well spent. With a daily budget of dollars, you can run your ads on Facebook. The platform has designed this feature for those who want to advertise or promote their products and services. There is no risk of wasting or losing your money.

A business or company can also enhance its organic reach with the platform by posting engaging content on a regular basis. This is specifically good for small as well as big businesses to promote a particular product or service. You can’t ignore that over 2 billion active users use Facebook monthly. So, there is a maximum chance that your brand or product can get the right limelight.

Any type of business or company can use the platform within a specific budget. You can exploit their analytics and targeting features. As a result, you can optimize your ads on Facebook for a great return on investment. Using the platform for advertising is really easy.

 

5- Facebook Helps to Track Your ROI

It is very crucial to determine your return on investment (ROI) when initiating a marketing campaign on Facebook. You can easily track your ads and can learn who they are being watched through Facebook’s detailed and in-depth analytics. This way, you can find the difference between other types of marketing content and your Facebook ads.

The most significant advantage of this is that you can improve your marketing content with time. You can make your efforts and investment fruitful.

Other social media platforms also provide this feature to track your return on investment, but Facebook has one of the most influential and detailed systems that give accurate data. In order to reach or target potential customers, the Facebook ad is one of the most important tools. You can provide your brand international fame just because of Facebook marketing.

 

6- Facebook Advertisements Provide Very Effective and Quick Results

If your goal is to gain short- and long-term digital objectives, then Facebook ads are the best. You can start getting encouraging results when you go live on Facebook. Here, timing matters a lot. You can engage a large audience during seasonal sales, introduce a new product line etc.

Some companies or brands are highly focused on instant outcomes, making Facebook a prestigious platform for these users compared to other social media platforms.

You can focus on the right audience by creating engaging ads with suitable captions. You can force your audience to see your content without any interruption. Do not make them unhappy by posting misleading or irrelevant ads or posts.

The main purpose of telling all this is that Facebook provides instant and effective results in such a short period of time.

 

7- Facebook Ads Help to Obtain Your Particular Business Goals

Facebook provides a lot of different types of marketing ad opportunities. You can pick any according to the type of your business or business goals. It is ideal for those brands who want to get specific results in a particular niche. They can prioritize their products and differences on the basis of these ad types.

For instance, if you want to promote a special product, you can use this tool to reach millions of customers and easily drive their sales. They will love to visit your online store or products. It will ultimately increase your profit margins.

That’s why Facebook marketing is so appealing to every type of brand or business. Moreover, its feasibility also makes it compelling for many companies. In short, Facebook ads can push your brand towards a new horizon of success.

 

8- Facebook is the Biggest Platform with Largest Audience

Billions of people are using Facebook every month, and this number is still growing. So, it is a hundred percent chance that your potential customers are present on the platform. You have an excellent opportunity to target them on their preferences, demographics, age, gender, and other segments. You don’t need to spend time finding your target audience.

Facebook has made it easier for you to target a specific potential group for your business. There are countless advantages of using Facebook advertising.

Just because of this reason, every small and big business is using this platform to target customers. They are investing heavily in this segment to spark the interest of millions of people at once. You just need to diversify your investments and efforts to get suitable attention.

Many companies and business have successfully expanded their customer base through Facebook advertising. They are increasing their sales, brand awareness, and loyalty. In a nutshell, Facebook can help you achieve the right success in such a quick span of time.

 

9- Facebook Gives A/B Ad Testing Facility

With Facebook Ads, you can grow your business faster and improve your marketing techniques. The platform provides in-depth information that can be utilized to boost your marketing strategy. Facebook offers you two choices to run ads such as A/B. It is an auto-optimization tool that provides the correct information about the ads. They help to show comparisons between the ads by telling them which ad works better.

No social media platform gives this feature except Facebook marketing. When you post an ad, wait for some time until your potential audience can see it. Facebook helps to collect this data and shows you everything about your potential customers and how they react to it.

On the other hand, Facebook’s real-time feedback data will show you everything about your target audience without using A/B testing. Through such information, you can build useful ways to connect with your audience in a better way. This will surely enhance your business performance.

If you are exploiting Facebook ads to promote your business, it is imperative for you to learn how its ad strategy works. As the platform is highly beneficial for companies, some specific techniques must be utilized when creating and posting an ad on Facebook to hit the right audience.

 

10- Pay-per-click Ads on Facebook

Every time a customer visits your site or interacts with your ad, Facebook charges you on this basis. If they don’t click, then Facebook will not cost you a single penny. Otherwise, you have to pay. Some other things, such as demographics and time spent on your site, really matter. In this way, Facebook can help you identify which kinds of things customers want to see so you can change your strategy accordingly to meet their preferences. You can develop videos, messages, and pictures of their interest. This will directly boost your sales, and it is one of the major advantages of Facebook ads.

Instead of A/B testing, many other tools can help your brand grow faster only because of Facebook advertising.

As a result, you can offer limited sales offers and special deals to customers to drive sales. It boosts repeat visits and loyalty, which means your customer pool increases. They would love to come back again to buy your products and services. Online businesses are using these platforms in such a great way to increase their sales and revenues. You can completely rely on Facebook advertising.

 

11- Facebook Provides a Specific Filter to Block Unwanted Audiences

Once you identify your potential customers, you can list them in your email and send them messages about those products or services they have already tested. It will reduce the cost of your Facebook marketing and retain your customers. This type of advertising is also beneficial because you don’t have to create different ads or advertising content. It also gives the freedom to manage things with ease.

But, Facebook has everything when it comes to advertising and promoting something. The platform can replace any other advertising platform due to its powerful features. It has a unique filter that allows you to block any type of segment, customer group, or people you don’t want to show or sell your products. So, you can specify those customers you want to target.

 

12- Facebook Gives Ad Forecasting and Performance Evaluations

Facebook can help reduce your marketing efforts by ad forecasting and performance estimates. In this regard, Facebook marketing can provide a big help. It is necessary to keep in mind that your Facebook ads will only work when they are targeted toward the potential audience. Sometimes, you have to consider other types of ad campaigns instead of relying on just a specific ad. You can also choose other social media platforms.

Allot a specific budget just for Facebook marketing. As we mentioned earlier, Facebook marketing is inexpensive but still costs some money. Always set aside a particular marketing budget, so you have enough money to spend without disturbing your other expenses.

No matter what kind of business you’re running, Facebook marketing is suitable for all types and sizes. But don’t forget to set aside enough money and resources to invest it in those areas where you can get maximum results in the future. Monitor your progress occasionally by using A/B testing and other tools. It will give you a clear idea about what’s working for you and against you.

 

13- Facebook Ads Re-marketing

When it comes to boosting your sales and profits, Facebook ad remarketing can be beneficial in this matter. You must use data that comes from A/B testing to revamp or remarket your strategies or campaigns to achieve greater ROI.

The key advantage of Facebook ads is that you can track your performance and can make policies accordingly. It will help you that how to spend your money on Facebook marketing. Evaluating your cost and profit is necessary so that you can learn what you are getting. Identify the direct and indirect advantages (such as brand loyalty, more exposure, and new customers) that you are getting from Facebook marketing.

 

14- Facebook Offers Sponsored Messages

If you are not getting suitable marketing results, change your marketing strategy and create innovative ads and content that can easily target a broad audience. We have mentioned some of the most effective types of advertisements above that you can use.

In this matter, Messenger ads are especially useful for various businesses and companies to get the attention of potential users. You can send tailor-made messages to customers through Facebook messaging. In short, there are numerous benefits of using Messenger ads.

They hit customers differently because they look personal and memorable. So, a customer will feel special that he really matters to you. They will think that you do care about your customers and their preferences. For small companies and businesses, Facebook marketing is very effective.

Every business or organization can use Facebook’s marketing features to boost its reach and profits. Incorporating Facebook marketing will help you obtain your short-term and long-term objectives. However, there is room for improvement. The presence of such a big audience on the platform ensures maximum success.

 
 

Need Help or Advice in Content Management:

Do you want more advice? Do you have good practices to share? Express yourself in the comments.

Moreover, if you want any help in writing content to drive more traffic and boost conversions, get in touch through Contact our team.

Do you want any help writing quality content, driving more traffic to your website, and boosting conversions? You can contact me through my Freelancer.com profile also. I always prefer to work through Freelancer.com for smooth functioning. Here you pay safely and securely.

 

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A COMPLETE GUIDE TO FACEBOOK MARKETING IN 2022

August 5, 2022 0 comment
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Powerful Link Buillding
Better TipsBusinessManagementMarketingTrendingWriting

7 Tips for Powerful Link Building

by Shamsul June 24, 2022

7 Tips for Powerful Link Building

 

Whether your goal is to generate traffic to your site, increase sales, grow your business, or expand your presence, link building can do this in a more convenient way. Almost every marketer and business owner are familiar with this specific factor of marketing. If you want to know more about link building and how it can benefit your business, keep reading this article.

 

What is Link Building?

It is a procedure of getting hyperlinks from different sites to your own. You can provide people with direct access to your content by hyperlinking text within blog posts and articles. Google’s ranking algorithms are always evolving and highly complicated too, but backlinks are still a crucial element in how search engines evaluate which websites rank for which the main keyword. It is a wonderful tool that is mostly utilized in SEO (Search Engine Optimizations). It is an indicator to Google that your website holds well-intentioned citations. If a site has more backlinks, it will likely gain higher rankings on Google.

The advantages of Link Building are unlimited and wide. The major benefit of link building is that it enhances your searchability in an organic way. It also boosts your credibility and authority. As a result, you can successfully generate more traffic on your website, triggering more sales, ROI, and customers.

 

7 Useful Tips and Strategies for Link Building

Link building is also an evolving thing. It evolves as search engines change their algorithms. It is continuously growing. But, if you want to learn the basics of link building then the following seven tips will help you a lot,

1- Create Quality Content:

Link building is an easy process if you handle it with care. The overall appearance of links is attractive and sparkly, but they won’t be effective if your content is not up to the mark. So, it is crucial to create some quality content first and then jump in the link building process.

There is no need to post hundreds of blog posts on your site. However, you must have high-quality content that you can link with ease.

Your article should be focused on onsite content techniques. If it is not focused on onsite content, we advise you to look into a pillar strategy. A great pillar strategy integrated with a strong link building strategies can produce encouraging results in a specific niche.

 

2- Identify Your Audience:

For effective link building, you have to select the right publisher as well. It is easy for anyone to go and get a variety of links in a convenient way. It is necessary to align your site, audience, and publisher. If you are from the home improvement sector, then you can take advantage of link building from DIY blogs and home maintenance sites.

 

3- Use Anchor Text:

It is also necessary to use anchor text with extra care in every off-site article, guest post, and press release. You should bring variability and diversity when using anchor text. Here we have mentioned some sites that rank in the top 10 categories on the bases of assessment.

 

4- Use the Right Link Velocity:

If your website gets 20 links one day and 20000 backlinks the other day, does it look natural? The number of links in a particular time period is referred to as link velocity. There must be an order in this series in the form of 8000, 10000, 150000, and 20000. Your links will guild overtime on each other. If your link goes viral, then it can be referred to as natural.

For instance, if you acquired 50 links in a month, then your next must be 60 links in the next month. It is a way to boost your link velocity and you will notice a huge impact in terms of your rankings.

 

5- Hire a Link Building Service:

Link building can be overwhelming if you have decided to do it on your own. It also needs some SEO skills and know-how. If you don’t have expertise in content strategy and SEO, then you can simply acquire the help of a service. They can help you in a good way. If you are searching for link building services, then we suggest you look for those companies that have strong relations with publishers. Hiring a new or inexperienced service can waste your time and money. The turnover rate is on the upper side in this industry, so be careful. An experienced and trustworthy service provider is ideal for the job.

 

6- Stick with It:

It takes some time when it comes to link building. You can’t get instant results right after the process. It is similar to making an investment that gives you encouraging results over time. You must invest in at least two to three high-quality backlinks every month according to your marketing strategy.

7- Don’t Just Focus on Link Building:

If you are not getting fruitful results, then you must focus on other areas that can impact your site. Link building is an essential factor, but it doesn’t provide the maximum correlation sometimes. You should focus on diversity for improving your rankings.

 

Summary

When it comes to link building, it requires so many resources. Do it like you are making an investment. And expect a greater reward at the end. There is no need to build thousands of links at once. Take baby steps and start from the beginning. After a few weeks or months, you will get the maximum advantages of link building.

 
 

Need Help or Advice in Content Management:

Do you want more advice? Do you have good practices to share? Express yourself in the comments.

Moreover, if you want any help to write content to drive more traffic and boost conversions, get in touch through Contact our team?

Do you want any help writing quality content, driving more traffic to your website, and boosting conversions? You can contact me through my Freelancer.com profile also. I always prefer to work through Freelancer.com for smooth functioning. Here you pay safely and securely.

 

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FACEBOOK MARKETING TRENDS FOR 2022 – ACHIEVE YOUR DESIRED TARGET

MERGERS AND ACQUISITIONS

June 24, 2022 0 comment
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Facebook Marketing
Better TipsBusinessCooking & FoodsManagementMarketingPersonal GrowthTrendingWriting

Facebook Marketing Trends for 2022 – Achieve your Desired Target

by Shamsul June 18, 2022

Facebook Marketing Trends for 2022

 

These days, there is only one app that is ruling the hearts of people and that is TikTok. It is one of the most sought-after social media platforms of this decade. However, Facebook is still the number 1 social media platform globally, Facebook Marketing plays an effective role in the marketing and selling of products all over the world.

Instagram is another crown jewel of social media platforms. This app got popularity because of its shining features such as stories and reels. Since its infancy, it is going strong.

Do you really think Facebook is the largest social media platform in 2022?

We all are huge admirers of great Instagram features and the shining aura of TikTok, but Facebook is still one of the most valuable and powerful platforms in the social networking world. Facebook is still the most popular marketing platform for marketers. Well, the credit goes to its ability to increase business website traffic and effectiveness.

When it comes to communicating something, there is nothing better platform than Facebook. However, many changes occur on a daily basis in the social media universe. Businesses or brands that are struggling to adopt these social media changes are on the verge of falling behind.

According to several social studies and authentic data, the following are the five biggest Facebook marketing trends for 2022 that every business or brand should incorporate into their marketing strategy if they really want to give a boost to their business.

Video Albums Help to Drive Engagement on Facebook

Various social media analytics tool has performed many analyses to compare the engagement rate per post. In this regard, SocialInsider has done a tremendous job by analyzing the different markers such as the UAE and the UK. Their verdict is that the most engaging type of post on Facebook is the Album type.

The reason behind this factor is that every person wants to be part of any album posted on Facebook.

After hosting an event on Facebook, many businesses and brands post albums. Well, the role of people is huge in this matter as they show maximum enthusiasm and testify that they were a part of that event. They also share their experiences and in this way albums help to drive higher engagement on Facebook.

Video Content Brings the Highest Facebook Click-Through-Rate

The recent year was one of the most prosperous and shining periods for social media sites. The consumption of video material was the biggest factor in that regard.

The video content has the ability to catch the attention of users and creates a big impact on people’s minds. In this way, a brand or business can retain its customers by keeping them engaged or motivated. It is crucial for each marketer or businessman to keep this factor in mind while building the marketing strategy for their company. The video content brings the highest click-through rate on Facebook.

When building a Facebook marketing strategy for your brand or business, you should not ignore your business goals and adjust your business marketing policy according to Facebook’s video content strategy.

If you are planning to increase the album posts on Facebook to derive engagement then you must focus on video content as well as it is helpful in bringing traffic to your site. This will directly improve the level of your sales. It depends on you how can you manage all this in a particular time period.

Different post types can boost your business in a different way and can provide certain advantages as well. According to social media analytics, you should bring diversity to your content strategy because it can help you in accomplishing your long-term goals. This policy is highly lucrative and one of the biggest reasons for flourishing.

If you have made up your mind to create and post more video content, then go ahead because it is a win-win Facebook marketing strategy in 2022.

While posting video content, you must pair videos with short and engaging captions. This will help you to increase your engagement on Facebook.

Live Videos are Getting Popularity

During the pandemic of COVID-19, many brands have recognized the power of video content. It is one of the most effective tactics to increase your brand’s popularity. Hosting live webinars is one of the most useful tools of Facebook that has proven highly successful when it comes to engaging customers. It shows the authenticity of your brand and your marketing tactics.

Through such live webinars, brands or businesses can provide a great opportunity for their customers to share and express their thoughts, suggestions, and concerns. It also helps to connect with the followers and build strong relationships with the. This is the thing that every brand or business wants for long-term success.

A brand can show its human side with the use of a live-streaming feature. According to various surveys, live streaming or live videos help to bring more engagement than other pre-recorded video content.

Facebook Ads Budget is Expected to Grow

This decade is really helpful for social media sites because they have achieved immense success and popularity all over the world. In the presence of various gigantic social media platforms, Facebook is still the largest and most effective platform. Its ads budget is expected to grow in 2022, so brands can invest in paid advertising content.

Many international brands have reduced their marketing budget during the COVID-19 period and invested in social media paid ads.

Due to this reason, many businesses are investing in Facebook’s paid advertising and its budget is growing with each passing day.

However, Instagram is also catching the attention by offering the same paid advertising facilities. When compared to Facebook, Instagram’s paid ads are more useful in increasing brand awareness. This predicts the bright future of social media sites.

Facebook Video Feed

Facebook has the lowest cost per click which is proof that the Facebook video feed is the most suitable marketing feature. Every business owner or marketer should keep this factor in mind while creating its Facebook marketing strategy.

According to SocialInsider, placing a link inside your Facebook post will help to increase your engagement on Facebook. This has a huge impact on your business and enhances overall engagement.

 

Final Thoughts

Social media is an ever-evolving thing and it looks more challenging than ever. No one can predict the future, but we know one thing social media is going to be a powerhouse in the marketing sector. By adopting the following Facebook marketing trends, you can touch the success with ease. Use these major marketing tips and enhance your Facebook marketing strategy in 2022. You can easily achieve both short and long-term business goals with the support of these Facebook marketing trends.

 

Need Help or Advice in Content Management:

Do you want more advice? Do you have good practices to share? Express yourself in the comments.

Moreover, if you want any help to write content to drive more traffic and boost conversions, get in touch through Contact our team.

Do you want any help writing quality content, driving more traffic to your website, and boosting conversions? You can contact me through my Freelancer.com profile also. I always prefer to work through Freelancer.com for smooth functioning. Here you pay safely and securely.

 

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SMALL BUSINESS SATURDAY: MARKETING AND PROMOTION IDEAS FOR BUSINESS OWNERS

7 BEST HABITS OF SUCCESSFUL MARKETING & MARKETERS

June 18, 2022 0 comment
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Merger and Acquisition
BusinessManagementMarketingScholarlyWriting

Mergers and Acquisitions

by Shamsul April 29, 2022

 

Mergers and Acquisitions

Table of Contents

Introduction. 4

Introduction. 4

The Process of Acquisition. 5

Mergers And Acquisitions – Fact-Based Decision Making. 7

Decision Models For Target Screening Process. 7

Methods Of Target Screening. 8

Strategic Decision Criteria. 8

Organizational Decision Criteria. 10

Financial Decision Criteria. 14

Decision criteria for evaluation of industry and business environment. 15

Candidate Selection. 16

Creation of Acquisition Strategy. 17

Forming List of the Potential Target. 17

Refining Criteria of Your Target. 17

Target Prioritization. 18

Target Evaluation. 18

Strategic Match Analysis is primary for M&A Analysis. 18

Target Screening Process. 19

Step 1: Figure out where to play. 19

Step 2: Pinpoint Companies of Interest. 21

Step 3: Prepare for pursuit. 24

Step 4: Move forward with due diligence. 25

Research Methodology. 25

Research Philosophy. 26

Data Collection. 26

Secondary data. 27

Primary Data. 27

Qualitative Research. 29

In-depth interviews. 29

Interview themes. 33

Value Creation. 33

Target Selection. 33

Due Diligence and Valuation. 33

Analysis And Presentation Of The Empirical Findings. 36

Pre-Acquisition Process. 36

Value Creation. 36

Analysis of Value Creation. 36

Target Selection. 37

Interpretation. 39

Conclusion. 41

References. 42

Introduction

According to many types of research, the base of Merger & Acquisitions is on strategic and financial motives with the goal of creating value that will not emerge or come out if two companies started to act individually (Bower, 2001; McCarthy & Dolfsma, 2013; Schweiger & Very, 2003; Seth, Song, & Pettit, 2000). Hitt, Hokisson, Duane and Harrison stated in (2001) that synergy is the essence of value creation. Hence, it is essential for the acquiring companies to recognize factors for creation of synergy while looking for acquisition objects. Jameson and Haspeslagh (2006a) came to know that synergies basically depend on organizational and strategic fit between acquiring organization and acquiring company. Reasons for the acquisitions are the aim of reaching the new markets, increasing the efficiency of present resources or gaining the new resources (Bower, 2001; Haspeslagh & Jemison, 1991; Hubbard, 2001; Schweiger & Very, 2003).

Bower (2001) made outlines different activities of strategies that he proposed as the basis for the engagement of companies in mergers and acquisitions. The 5 strategies which he identified were:

  1. The geographic roll-up M&A
  2. The overcapacity M&A
  3. The M&A as R&D
  4. The market or product extension M&A
  5. The convergence of industry M&A

The extended explanation of these objectives came in 2001 from Hubbard which related strategic motives to strengthened position of the market and future growth. The objectives of acquisition were sorted further into 6 categories:

  1. Market penetration
  2. Financial synergies
  3. Vertical expansion
  4. Horizontal acquisition / Synergy or asset potential
  5. Market entry
  6. Economies of scale

Very and Schweiger took a similar approach in 2003 to objectives for the undertaking acquisition that, combined with the explanation of Hubbard (2001), gave rise following description in acquisition objectives:

The meaning of market penetration is the acquisition that is made with the intent of gaining market share and market power. Financial synergies do come from acquisitions that are made with the intent of improving earnings through enhanced facility ownership, enhanced terms of finance, and accounting variations. Vertical Integration means acquisitions that are made with the intent to enhance control over the resources, the distribution channels, or technology by the acquiring companies which have similar characteristics. Horizontal acquisitions which are also known as asset potential are made with the intent of optimizing the use of assets of the acquired company. Market entry acquisitions are developed to enter new regions, industries or unrelated or related markets for enhancing market coverage. Economies of scale mean acquisitions with the intent of integrating fragments or entire acquired companies for optimizing the earning abilities (Hubbard, 2001; Schweiger & Very, 2003).

The Process of Acquisition

The acquisition value depends on the ability of management to deal acquisition process regardless of strategic objectives which an organization has (Cartwright & Schoenberg, 2006; Gomes et al., 2013; Haspeslagh & Jemison, 1991 and; Jemison & Sitkin, 2006b). The theory of acquisition process mainly throws light on process of acquisition. It proposes that final acquisition outcome is determined by factors and activities in acquisition process (Jemison & Sitkin, 2006b). Moreover, acquisition process is used for understanding of creating the value in acquisition instead of determining company value (Haspeslagh & Jemison, 1991).

The process of acquisition is seen basically as two underlying major sub processes, that are pre-acquisition and post-acquisition process (Gomes et al., 2013; Lasserre, 2003; Hubbard, 2001; Haspeslagh & Jemison, 1991 and; Jemison & Sitkin 2006b). Pre-acquisition process consists of decision-making issues with regard to acquisition, that includes rationales for justified acquisition like analyzing, screening and strategically evaluating prospects of acquisition (Haspeslagh & Jemison, 1991). Post-acquisition process contains implementation phase of acquired company like products, cultures, values and integrating processes which are the capabilities that play part to value of acquisition (Haspeslagh & Jemison, 1991; Pablo et al., 1996).

Haspeslagh and Jemison (1991) came to know the perspective of acquisition process in 1991 that was being explained by researchers through decades. It is a linear process that starts with pre-acquisition and ends in the post-acquisition process. (See Figure Summarized Acquisition process model adapted from Haspeslagh and Jemison (1991), Lasserre (2003), and Gomes et al., (2013).

The process of pre-acquisition is described by a set of the strategic motives for undertaking acquisition and evaluation of various targets of acquisition to notice which target creates good synergies for the acquirer (Hubbard, 2001; Lasserre, 2003). Mainly, the process is evaluated by a strategic fit which is the identification of the contribution that an acquisition makes and after that it determines if the proposed target of acquisition fulfills strategic contributions. For example, in the terms of products or new customers which contribute to an increase in non-financial or financial goals (Jemison and Sitkin, 2006b).

Organizational fit mainly is being used to a lower extent for the identification of possible problems which can lead to interruption in process of value creation (Bing and Wingrove, 2012). The process of post-acquisition is characterized by an integration of the acquired company and transition to new standards and cultures too as a business operation that is supposed to produce enhanced value is transferred (Lasserre, 2003). This process takes into consideration the organizational fit as organizational differences sometimes cause issues that lessen the probability of succeeding with extracting operational and financial gains (Gomes et al., 2013). The other aspect in which the acquiring organization sometimes faces problems is a willingness to do fast or quick endorsement of the acquisition process. So, the chance of ignoring important organizational fit and strategic issues is more and it can disturb the transition from two individual entities into one acquisition (Gomes et al., 2013; Jemison and Sitkin, 2006a).

Mergers And Acquisitions – Fact-Based Decision Making

Mergers and Acquisitions have become an integral part of the corporate strategy which is a combination of the buying and selling of business corporations or assets with the aim of promoting the growth of the business in its respective sector. The amalgamation of two corporations can result in increased financial power, business activity as well as market share (). In addition to this, this offers opportunities to synergize through efficiencies gained by economies of scale. According to the figures released by Statista (2017) the total value of international M&A deals amounts to approximately 4.74 trillion U.S. dollars however, the rate of merger and acquisition failures is somewhere between 70% to 90% (Statista, 2017).

The primary cause of this rate of failure are varied however, it will not be unfair to say that the entire failure of the deal starts with flawed decision-making criteria. In simple terms, a haphazard process of decision-making tends to generate haphazard results. When a haphazard decision-making process is involved in the target screening and selection process it will definitely result in a failure. Moreover, this result can have a long-lasting and detrimental impact on the acquirer. Having the fact that mergers and acquisitions will increase in the next few years, most businesses are moving toward eradicating haphazard decision-making processes from their M&A approach so as to improve the overall M&A decisions.

Decision Models For Target Screening Process

The task of screening as well as management of target companies is a very classic challenge of portfolio management.it involves considering various factors, the alternatives for evaluation along with the decisions that should be made. Emphasis should be on over-analyzing available data along with engaging all internal stakeholders for leveraging their insights, experiences and decisions.  This situation can be best controlled by developing one or more decision models so as to enable a multi-criterion decision-making process. Decision models comprise of goals, measures, weighted criteria along with an associated rating scales. These models help decision-makers to consistently and comprehensively evaluate and rate the value of the business of the alternatives that effectively contribute toward the decision objective (Sahu et al., 2013).

Decision models offer distinct advantages which include:

  • Assuring a comprehensive analysis of every possible alternative
  • Balancing of multiple qualitative and quantitative factors
  • Improved justification for business decisions
  • Promoting cost vs. benefits assessment
  • Enabling fast reprioritization in response to the ever-changing business conditions.

Methods Of Target Screening

Criteria for evaluating potential and screening acquisition targets present the benchmarks against that for the evaluation of a company (Srivastava and Datta, 2002). In this part overview of the strategic financial, industry, organizational and business environment related decision criteria which is used by the corporates acquirers in process of selection of candidate.

Strategic Decision Criteria

The main aim of strategic screening is to search whether characteristics of target match with objectives of acquisition of acquirer and whether there are strategic risks linked with firm (Becker, 2016, p. 303). In strategic screening, decision makers have a look whether any of potential synergistic gains have chance to be realized (Eschen and Bresser, 2005; Jemison and Sitkin, 1986).

Criteria of strategic decision implemented by decision makers during strategic screening process are usually derived from acquisition strategy (Lucks and Meckl, 2015, p. 123) and capture that which of the “white spots” in firm’s strategic positioning must be closed with acquisition (Becker, 2016, p. 302). These gaps of strategies may link to dimensions like product portfolio, market shares, customer segment, business or technology models and geographical markets (Becker, 2016, p. 302). Therefore, it relates to target characteristics which determine whether “strategic fit” is found between acquirer and the target. Strategic fit can be defined as degree to that target company complements or augments parent’s strategy and by doing so makes known contributions to both financial as well as non-financial goals of the parent company (Bettinazzi and Zollo, 2017;). The main argument of discussion is the loss or gain from acquisition are dependent on strategic fit between acquiring company and target (Lubatkin, 2003). The higher is the probability of a strategic fit of the acquirer and the target, the more gains can be expected from the deal (Calipha et al., 2010). The table given below provides an overview of the literature on criteria of strategic decision.

Organizational Decision Criteria

On one hand, this criterion relates to the concept of the organizational fit while on the other hand it relates to the characteristics describing capabilities of target and resources which can be considered important for the acquirer. Scholars have evaluated organizational fit in the terms of the various dimensions. For example, these include the Top Management Team compatibility in the terms of cultural differences among top management teams (Chatterjee et al., 2007; Datta, 2002), the fit similarity or compatibility of the management style (Larsson and Finkelstein, 2010; Rao et al., 1991), various functional backgrounds (Haspeslagh and Jemison, 1991; Krishnan et al., 2007; Wiersema and Bantel, 2002) control and reward system (Datta, 2002). Moreover, Dollinger and Saxton have operationalized the organizational fit as scale which reflects similarities in information system, human resources, organizational structure, culture among two companies and information and accounting system. A dimension which is discussed very frequently of organizational fit concept in both M&A literature as well as amongst practitioners, is cultural compatibility, cultural fit or degree of relatedness of culture among acquirer and target in the terms of national and organizational cultures (Ahammad and Glaister, 2013; Bauer et al., 2016; Marks and Mirvis, 2001; Stahl and Voigt, 2008; Tarba et al., 2017; Weber, 2018).

Second, the firms engage in the acquisition to reach critical resources of organization which can be valuable and which may be particularly lacking (Granata and Chirico, 2010). These resources can be tangible (e.g., physical and final assets) and intangible (capabilities of TMT, corporate reputation, human capitals and brands). Prior research of M&A suggests that comprehensive screening of target acquisition and the evaluation process should include assessment of target’s both tangible as well as intangible resources and assets (Harvey and Lusch, 1995; Hitt and Pisano, 2003). It is for this purpose that the resource-based view of firm gives suitable perspective for investigating the acquirer’s target screening processes. It is because the profile of target can be regarded as the combination of intangible and tangible resources. Specifically, during organizational screening, the acquirer commonly investigates the firm specific capabilities and knowledge like market, industry, production, technical know-how (Hitt et al., 2000) and R&D, which are important competitive assets that the firm has (Grant, 1996). This type of firm specific knowledge is often found in human capital, in particular firm’s TMT and the senior managers. Henceforth, organizational screening involves the evaluation of target’s capabilities of the top managers and key executives (Hitt et al., 2000; Kiessling and Harvey, 2006; Marks and Mirvis, 2001). Most of the times, the top manager’s implicit knowledge about the industry, the corporate strategy along with the strengths and weaknesses of the organization along with maintaining of interpersonal networks of external and internal relationship which is very crucial for the business activities (Kiessling et al., 2008; Kiessling and Harvey, 2008). Further, information-based assets and resources which are sometimes evaluated in the corporate acquisitions are the intellectual brands, the reputation of target among customers or suppliers and property rights (Capron and Shen, 2007; Hitt et al., 2000; Hitt and Pisano, 2003; Kiessling and Harvey, 2006; Mahajan et al., 2014; Rao et al., 1991; Saxton and Dollinger, 2004).

Financial Decision Criteria

This is the third step in evaluation of “financial fit”. In early pre acquisition screening, financial fit’s assessment does not include the detailed valuation of company and assessment of the thing whether expected price of purchase lies below or above this value (Lucks and Meckl, 2015, p. 128). Financial screening on this stage consists of initial assessment of transaction’s financial feasibility and evaluation of consequences which are possible for annual profit and other main performance indicators like debt ratio or profit per share (Becker, 2016, p. 303; Lucks and Meckl, 2015, p. 128). Decision makers can easily have a rough estimate about deal’s affordability by calculating price range for expected price of acquisition. It is done by usage of valuation multiples like EBIT(DA) of the companies in close group of them (Lucks and Meckl, 2015, p. 128). The acquiring firm can get some useful ideas about the acquisition premium by determining expected price range of acquisition. It tells about how much the acquisition is ready to pay for target firm (Laamanen, 2007; Reuer et al., 2012). It also includes assessment of financial situation by the study of historical statement of income of target. It can also be done by studying the financial forecasts and balance sheet. By using the data available at this point, the decision makers evaluate and calculate the key performance and its range (Henn et al., 2018; Hitt et al., 2000; Hitt and Tyler, 1991; Kim and Finkelstein, 2009; Very and Schweiger, 2001, p. 13). With help of balance sheet products, financial analysis includes consideration of target’s intangible (like brands, patent, reputation, human capital) and tangible assets (like financial and physical) and liabilities (Kiessling and Harvey, 2008). Accounting valuation can differ in different regions because of unsafe conditions (Harvey and Lusch, 1999). Financial assessments can provide the foundation for making of forecasts on cost, future revenues, profit scenarios for target and financing requirements (Harvey and Lusch, 1995; Very and Schweiger, 2001).

Decision criteria for evaluation of industry and business environment

This is the final step in process of target screening. Prior researches have shown that the attractiveness of company is determined usually by industry’s structural effectiveness and competitive strength within its industry (Porter, 2008). Scholars have therefor suggested that screening activity must incorporate assessment in terms of dimensions (Rajagopalan et al., 2013). Resources of firm depends on environment type of industry where resources are usually employed (Heeley et al., 2006). Environmental factors can have an impact on the value and performance of firm. PEST analysis includes thorough and rigorous environmental screening with four dimensions: economic, socio-cultural, political and technological aspects (Gupta, 2013; Sammut-Bonnici and Galea, 2015). PEST analysis can guide environmental assessment and support acquirers. This type of analysis is important for cross-border deals or transactions. When assessing the potential target of acquisition, the acquirers should look at industry context too (Anand, 2005; Anand and Delios, 2002; Bauer and Matzler, 2014). Normally, attractiveness of industry in which target operates actually depends on structure of industry (Porter, 2008), which on other hand, drives the competition among firms (Porter, 2008). Five forces model is important for attractiveness of industry (Porter, 2008). This model involves qualitative and quantitative assessment of other competitors and direct competitors force stemming from suppliers, new industry, substitute products and customers. According to literature, two common quantitative measures are average profitability and growth of industry (Dawson, 2011). It is important to consider the industry’s growth because it can allow the ability of target to increase the revenues in future (Wright et al., 2001).

Candidate Selection

When you come to know that one company is acquiring other, it sounds like the process is done in a blink of eye. You hear about the merging of two companies for example ABC Co. has announced the plan to merge with or acquire XYZ Corp for $20M stock and then occurs the transaction and you think “this is what I heard about and they were doing it”.

But in actual the process of acquisition is longer than the blink of eye. You will notice that whenever there is a news about acquisition, there is always a word used “plan”. It is because a lot of hard work is done in process to bring this so far. The critical steps involved in planning process of the target screening.

Creation of Acquisition Strategy

Acquiring companies which are very successful are pro-active. They are not waiting for some bankers for investment deals, instead, they have acquirers as hunters. Acquiring companies are actually keen hunters, they are passionate about the acquiring targets. In the start, they need to identify the potential targets which make sense overall business goals of company (Canila, 2009).

The companies don’t merge or acquire company because of acquiring purpose. Instead, they look for places where chances of success are high. They go with the theory of economic function of acquisition, reason of business transaction and relationship resulted between merging entities. As a result, acquisition strategy is created where assiduity has identified most promising segment of market for growth and points out financial and commercial hurdles for the potential deals. An acquisition thus can result into new market exposure, growth, enhanced efficiencies by addition of more synergies and growth. To do it all, acquisition team should know about the strategy, profile of acquisition target and their company inside and out (Chen and Liang, 2011).

Forming List of the Potential Target

When the clear and clean acquisition strategy is ready, next important step in process of planning is to form a list of those companies which are potential target. Acquiring company should select industry or company it is targeting and then compile list of those companies which match to their acquisition strategy to some extent (DePamphilis, 2010).

Refining Criteria of Your Target

Development in target list goes on with increased number of information lists of the targets. It can come from working with M&A experts, market, institutional learning and research in market segment where the acquisitions can create value. They will find potential segment and perform complete examination of value chain of industry and ecosystem. By this research, it is easy to identify potential sources of profit with disruptive and emerging technologies, important part of competitive advantage and customer buying pattern. Once, the initial list is developed, then they will refine list by setting criteria for the target companies. By doing so, initial list is developed which is based on descriptive screening criteria (Gaughan, 2010).

Target Prioritization

When the initial list of the potential targets is formed by screening criteria, then acquisition team of company can reduce list to further those potential targets who are at priority. Availability of assets in market, potential for the value creating synergies and parenting strategy are basis for culling of potential targets to categorized list (Gomes et al., 2013).

Target Evaluation

With refined lists of the targets, acquiring company contacts with sellers. Maximum work on this stage is about to gather data about potential target and data should be maximum. If the acquiring company fails to do so, then it will have to make request to target for initial data. This information can help the acquiring company to know that either forward motion in M&A process is good from both points i.e., financial and strategic standpoint. Due diligence on this point in target screening process appears to be quite critical. Formation of the acquisition strategy is critical step for acquisition process. Explaining detailed criteria to the screen- potential target can become point where acquiring company is sure about its choice (Kim et al., 2011).

Strategic Match Analysis is primary for M&A Analysis

M&A are probably driven over considerations of being strategically fit. Both the qualitative and quantitative factors can be closely considered with the screening process based upon the strategic fit aspects. Those targets that pass from the initial as well as subsequent evaluations and filters needs to be compared as well as prioritized based upon a consistent criterion. A good example can be the development of a strategic fit assessment matrix. This matrix can comprise of assessing the competitive position of the target including competitor retaliation, distribution channels and the risk associated with substitutes along with the power relation with the suppliers including supply chain, economies of scale and supply contingencies and proposition to buyers including pricing, quality and portfolio (Holland et al., 2003).

Apart from a strategic fit, companies that were selected in the target screening process should be supported through profiles so as to better evaluate and assess their potential of value integration.

The profiles need to incorporate product lines, and business segment, manufacturing sites, manufacturing sites and recovery, recent company news, selected history of transactions as well a potential risk.

Whilst the fact that investigation of every target firm fits within the acquisition strategy of the company, it still holds key importance in the screening and selection process. Screening targets for assessing strategic fit also involves avoiding any issues or potential pitfalls at an earlier stage, prior to having a huge amount of money and time involved.

When strategically fit companies have been screened down, the list of options that are viable for the deal is further reduced. This is the time when more in-depth value-analysis can be applied: a typical way pf assessing the strategic fit of a target company include:

  • Application of subjective screens inclusive of various challenges like integration challenges, product for, etc.
  • Determining how each target will effectively contribute towards M&A strategy.
  • Identification of unique challenges as well as red flag s for every target and potential acquisition.

Target Screening Process

 

Step 1: Figure out where to play

Many organizations consider M&A as a beneficial opportunity for the business. They do so when there is an attractive target or when they are mentally prepared to increase the cash available to them (Christensen et al., 2011). But value cannot be created by using acquisition opportunistically. Finding the right target for acquisition has no shortcuts. Using a comprehensive method for acquisition tells about where to look for the target in first place. It is called “where to play”. It is not right to see the reviews of good candidates directly. Instead, there is a whole process which starts with exploration of industry ecosystem. It means the environment in that acquirer works and interacts with customers, suppliers and partners. Then, there is analysis of potential-opportunity portion or segment. It means the segment where there are attractive companies to purchase. It ends with long list where there is a long list of potential candidates (Haberberg and Rieple, 2008).

Analyzing Industry Ecosystem

The underlying reason is to challenge the acquirer to create a defensible rationale of acquisition. The business should be able to explain that how this deal will proceed and it will create good value. Whether the purchase will be helpful for the core growth of acquirer or not. Will there be any change in technology, will it prove a game changer and will it be attractive for customers? It should properly tell that how acquisition will help to strengthen position of acquirer and create nice value for all shareholders.

This stage does not only look at the recent factors which will influence industry but it also looks at the future progress of industry in future. For example, in the retail sector, analysis can consider the speed of recent multichannel sales-activities along with determining the new waves of mechanization which will be there in future such as grocery will be delivered by drones (King et al., 2008).

Defining Opportunity Segments

After the identification of the generic industry sectors, the next step is the identification of opportunity segments which are specific. For every search direction, we have summarized the results of analysis in scoring matrix. It looks at 2 dimensions:

  1. The strategic fit should be strong with acquirer (in the terms of attractiveness of business model, technological suitability and customer perspective)
  2. This segment should be attractive (in the terms of margin potential, competitive intensity and growth).

Those segments which have good scores in both dimensions are opportunity segments.

Creating Long List

Within the opportunity segment, the search starts for the discrete targets. Each potential acquirer may start its search by using SIC codes and databases that are obtained from them. But this search does not throw light on all sides of acquisition universe. Some companies have data or tools to do so. It is not simple to identify target universe. It is done by involving functional experts.

Source: BCG, (2011)

 

Step 2: Pinpoint Companies of Interest

The previous step helped in identification of relevant industries and this step helps in focusing the specific industries. Now, it is time to mark those companies which are best for the acquisition candidate. It is important to keep in mind that it will not happen in blink of eye but it will take time. Real discipline is required in this process. There is a process called robust gate stage which helps in identification of right companies. At this point, the financial position of the target matters a lot for the acquirer. But sometimes this type of approach may fall short. Strong performers are not always attractive. For sure, the financial strength can be seen acquisition price. Long term success cannot be promised just by having a look at the past performance of company but it is important to have a look at their ability to create value and realize synergies in future. Might possible that a company which is financially distressed blooms by reconstructing efforts of acquirer and then become a good acquisition target. The acquirer can identify the target it must pursue by having a look at two dimensions: strategic fit among potential candidates & acquirer, and feasibility of deal (Bruner, 2004a).

Assessing the strategic fit

It is not about the attractiveness of company but it is about the fit of company. Its suppliers, geographical footprints, set of the customers and operations should be complementary to those of acquirer. It also matters that how much significant cost particular purchase can generate (Collan and Kinnunen, 2009).

Assessing Feasibility of deal

The thing you should know first about company is that it is available or not. Conventional approaches are sometimes not clear and it causes the wastage of time of the acquirer. For assessment of deal feasibility, there are two levels: market intelligence on chance of sale and ownership structure. Ownership structure is first level and it gives important information. For example, it is noticed from history that companies which have shareholders or which have family relations are least interested in opportunities of M&A, while companies which are owned by the financial investors are more interested in this idea. Second level supports first one. Market intelligence process means that company will be first one to know either the target company is interested in M&A or not (Harding et al., 2004).

Source: BCG, (2001)

Financial Performance

Asset’s financial performance is also under consideration in this process. As already described, financial performance is not the key or main criterion for giving priority to target. Financial performance can dictate premium & have effect on acquisition price to some extent. But it cannot be used as distinction between unattractiveness and attractiveness (Smit et al., 2005).

Defining watch list and action list

When you have the score list of every target on basis of deal feasibility, financial performance and strategic fit, then it is easy to choose a target by summarizing the results. If there are some companies which are not on high priority and they are available, then it is not important to pay attention to them. those companies which have strong strategic fit and are on list are divided into two classes.

  • Action list: It includes companies with good strategic fit & deal feasibility. According to experience, these companies are mostly available for opportunity.
  • Watch list: It includes companies which have high strategic fit with less deal feasibility. An acquisition on proper time seems difficult. So, it is better to keep them on availability changes.

Source: Krishnamurti and Vishwanath, (2008)

But it is not good to rely on watch list or action list. There should be a proper research for this purpose which can tell either the target is good or not.

Step 3: Prepare for pursuit

By doing all above step, the acquirer can short list some very attractive companies. Now, their M&A team should come in action and start working hard.

Action List

For every action list target, teams must start collecting target’s cost upsides and revenue. The experts have enough experience to do work properly so that much of information can be collected. This information can help team to add shareholder value to potential target. The acquirer team should have a solid reason of buying target so that target can agree with acquirer.

Watch List

There is a process for continuous monitoring of targets that are on this list. This process is established by BCG. These processes are used for many companies. Aim is to have mechanism which can alerts acquirer to anything that can lead to change in the availability. Continuous monitoring is required in this process. To work with them, it is possible to do regular monitoring so that you don’t miss any chance or alert.

Source: Krishnamurti and Vishwanath, (2008)

Step 4: Move forward with due diligence

After moving till Step 3, almost everyone is clear about desired target. But the thing is that only acquirer is not the only who will be interested in acquisition, there will be other options too. And here, due diligence can start.

Due diligence has 4 phases: having a close-up picture of each target’s attractiveness, examination of synergies of potential deal, reviewing feasibility of deal and digging in business plan of target. Even after following the four stages, the due-diligence projects never become same. A well-defined methodology of due diligence, documentation and the standardized processes are applied for giving predictable look and feel to results (Walker, 2000). There are some firms which are providing services and are positioned really well in due diligence to create the value. Their network is present all around the globe and that is why they deserve appreciation. The experts are present which have information about strategies, plans and the conditions. They help the acquirer to get proper information about target. They help to prioritize and identify the key issues which are unique to target by identifying relevant markets of target into all dimensions- the growth drivers, its forecast demand and segmentation logic. The clear picture of target’s environment is built up. The success factors & comparative performance is also kept in front so that it is easier to make decision. Potential of target for value creation is studied briefly and sensitivities are also told. Hence, a close analysis is provided which is helpful for acquirer to assess business case completely. Result is realistic and professional which allows a good decision (Walker, 2000).

Research Methodology

The purpose behind this type of study is to know that how strategic fit & organizational fit and acquisition can be dealt for facilitation of successful acquisition. In this section, the report will seek empirical and theoretical findings and how data have been gathered & then interpreted. Different choices are made during study and they are motivated. In it, case company used in study is described and various interviewees that were interviewed also included.

Research Philosophy

Mayer (2009) said that it is useful to classify the research methods if underlying philosophical assumptions are distinguished that guide the research. He stated that all types of researches whether it is qualitative or quantitative relies on some underlying assumptions. Along with which research is valid and what methods being the appropriate (Myers, 2009, p. 35). Hence, it becomes important to know about these assumptions.

Most famous forms of the research philosophies in management & business disciplines are interpretivism and positivism. In positivism, the assumption is that the reality is an objective and it can be described by the quantifiable characteristics, irrespective of the researcher and the research instruments. In positivism, sometimes theory undergoes tests and then a statement is formed which tries to tell about dependent and independent variables according to researched subject & relationship among them (Myers, 2009).

There is an assumption about access to reality by social structures like instruments, consciousness and language in interpretivism. Within this approach, independent and dependent variables are not specified by researches. Instead of it, they go with interpretation which is done by information what people give them by their experiences. It is very important to understand the context. Generalizations from the subjects which are extracted depends on researcher & method used (Myers, 2009).

The interpretive approach is the author’s choice because characteristics of this study matches with purpose of study that is to see how to handle the strategic fit, organizational fit and acquisition process to get a successful acquisition.

Qualitative and Quantitative Considerations

Quantitative and qualitative are the two different forms of research approach.  Qualitative approach is characterized as constructive, inductivistic and inpertivistic whereas, the quantitative approach emphasizes over quantification and is depicted as dedudistic and objectivistic. According to Bryman and Bell (2011) an inductive approach is usually associated with qualitative research whereas, the deductive reasoning can be linked with quantitative research methods. The nature of this study is subjective as a large extent of the research is based upon interviews which associates the research method to be of qualitative nature. However, the method of algorithm-based approach was also constructed which is categorized as the quantitative research method.

Data Collection

According to Carr, Babin, Griffin & Zikmund (2010), there are 2 types of the data collection; primary and secondary data. Secondary data is the data that is assembled & recorded for reasons and prior to than research purpose. Primary data is that that is generated & obtained by researchers for some specific purpose.

Primary Data

The collection of primary data of author consists of the semi structured interviews with the main persons of management at different organizations. The purpose behind this collection was to know how organizational fit, strategic fit and acquisition process can easily be handled for facilitation of successful acquisition.

Qualitative Research

Patton (2002) and Saunders et al., (2009) had an argument that two main methods are present there: qualitative and quantitative. In qualitative method, non-numerical data like interviews or open-ended data is used for creating through by environment studies (Patton, 2002). In quantitative method, statistical or numerical data is used for testing explanations or theories with statistical validation of the hypotheses or questions.

Strategy for case study was presented earlier that how organizational fit, strategic fit and acquisition process can be dealt with facility of successful acquisition. It is aim for qualitative research to collect huge amount of information for research (Patton, 2002; Saunders et al., 2009).

Qualitative method is useful creation of understanding because examination is done with openness, in depth & focus on details (Patton, 2002). Qualitative method is better to use than quantitative method when research is being done with perspective of understanding (Saunders et al., 2009).

In-depth interviews

Method which is used is in-depth interviews. It is for those questions which have open ended character because it provides in depth responses about opinion, knowledge and experiences (Patton, 2002). Yin (2003, p. 89) further said that case study can be done properly when source of information is interview. Exploring questions will be better to ask as they’ll give developed answers (Saunders et al., 2009). Authors do know that it is difficult to analyze the open-ended qualitative questions because there is lack of the standardization (Patton, 2002). Advantage of the understanding phenomenon by respondents POV is argued so that lack of the standardization can overcome and that is why qualitative methods get used (Patton, 2002).

According to Saunders et al., (2009) and Myers (2009), there are 3 kinds of interviews.

  • Structured Interviews: Interviews where strict, pre formulated and regulated questions are used to make sure the consistency among several interviews.
  • Semi-Structured Interviews: interviews where some pre formulated questions are used but it offers room to the improvisation for pursuing new inquiry which emerge during interview.
  • Unstructured Interviews: interviews where no pre formulated questions are used and the interviewee speaks freely by mind.

In this thesis, author selected semi structural interviews according to the Myers (2009) because it is beneficial and it offers room to person for speaking by mind or show some insights.

If you want an honest interview where the purpose can be studied easily then there should be no pressure of time limit (Myers, 2009).

Myers (2009) suggested that the interviews with people who are on different positions should be conducted so that great understanding of phenomenon can be obtained. He also said that open ended questions are preferable because they increase the validity. So, author interviewed 4 people which were on various positions: CEO, the Vice CEO, HR responsible and CFO. But the HR has no influence on process of acquisition and that is why not present in thesis’s findings.

The first participant of the research is working at the position of CEO and started his career in 1997. In 2004 he was Vice President in the company and has been a part of more than 20 acquisitions in executive group.

The second participant is also the CEO and was employed in 2003, he was Vice President in 2008. He has been a part of almost 15 acquisition deals since his career within executive groups.

Another participant is the CFO is controller in an organization since 2003, he joined group of management in 2013. He has been part of more than 20 acquisitions.

Another research participant is an HR management member and is part of management group since 2013. He has not participated in any of acquisition.

During interview, questions were open-ended and semi structured so that the depth of the inquiry can be easy to obtain. There were different devices to record interviews so that there is no technical fault. The interviews are given here:

Interviews with CEO

Location: AB Headquarter, Time: 13.30 – 14.21, January, 2022

Setting: The office of the CEO, together with the HR responsible, quiet surroundings, behind shut doors and no risk for overhearing or interruption.

Immediate impressions of the interview: Openhearted answers to the questions asked, about company culture, structure, acquisition process and the organization’s ways of thinking. A good connection and relationship between the authors and the interviewee were established and a feeling of trust was present, which enabled the authors to gain deeper knowledge.

An additional meeting with the CEO was conducted, since the possibility to get confirmation and additional information arose.

Location: AB Headquarter, Time: 12.50 – 13.07, February – 2022

Setting: Lunchroom with some noise in the surroundings, the two interviewers and the CEO eating lunch together.

Immediate impressions of the interview: Rapid interview, trying to gain as much knowledge as possible over a quick lunch. Since the person has been involved in the acquisitions and knew what we are writing about he could provide us with useful information. Some stress was felt but was understandable; the interview was a reschedule due to unforeseen circum- stances for the CEO.

Interview with CFO

Location: EFG Headquarter, Time: 13.00 – 13.45, February – 2022

Setting: Quiet meeting room with a good setting for a relaxed interview and no risk for overhearing or interruption.

Immediate impressions of the interview: Slow start, required some efforts from the inter- viewers to explain the questions and our intentions. After some minutes of getting into the right context the interview went on in a highly qualitative manner. The interviewee answered the questions with details and good elaborations on the answers. It became evident that he had been a part of many acquisitions as he could develop how they thought and worked in the acquisition processes and how they evaluated the fit.

Interview with Vice CEO

Location: SBS Headquarter, Time: 10.00 – 12.10, March – 2022

Setting: The office of the Vice President, quiet surroundings, behind shut doors and no risk for overhearing or interruption.

Immediate impressions of the interview: This was a very unstructured interview with a lot of explaining through stories and anecdotes. If one question was asked, then the person being interview mentioned a lot and went on with his own thoughts instead of making sure he answered the right questions. A long meeting, which was appreciated by the interviewers, in which detailed information was given due to the fact that the person who was being interviewed had been deeply involved in over 20 acquisitions.

The Vice CEO was Swedish hence the interview was held in Swedish which was translated into English when transcribed. Due to the semi-structured nature of the questions the interviews contained information unrelated to the actual research. As proposed by Saunders et al., (2009) the interviews are not presented to full length but instead the information appropriate for this thesis. This was done to reduce irrelevant data and instead provide the reader relevant information for coming analysis.

The interview material was sorted into a matrix where data from all interview objects were categorized into themes in order to create common frames for the empirical findings. As the interviews were of different characteristics, i.e., in the number of probing questions and the authors need to direct the conversations, the matrix structure enabled the authors to extract similarities in their answers to enhance the empirical uniformity.

Interview themes

Authors have already decided to go with open ended questions which were related to theoretical aspects. Following are questions and themes.

Value Creation

Jemison and Sitkin (2006b), Haspeslagh and Jeminson (1991) and Lasserre (2003) threw light that how much important it is to find the right acquisition target in pre-acquisition part of process. Basis are some specific motives. The questions that were created to theme are given below:

  • What are your motives for acquisition?
  • Why do you want to go with acquisition?

Target Selection

It is essential to find a good acquisition target and then evaluation and analysis of target (Haspeslagh & Jemison, 1991; Jemison & Sitkin, 1986b; Lasserre, 2003). Question related to theme are

  • What is action in pre-acquisition process?
  • How to look for target of acquisition?

Due Diligence and Valuation

Lasserre (2003) suggests about how important it is to have a look at financial performance of target because it tells about what price of acquisition should be settled down. The information that had been gathered is very useful as it helps in decision making and valuation (Hubbard, 2001). Theme is given below with questions

  • How determination of value of target organization is done at the company?

Process of due diligence is important because possible best deal is usually pursued here. The analysis of acquisition & searches for synergies are done here. This step is hard and time consuming while no time is used for aspects of soft organization (Bing & Wingrove, 2012). Question related to theme are:

  • Describe the working of process of due diligence at the organization?

Integration

Integration is part where two companies come in contact with each other. in this step, value creation depends on ability of understanding (Haspeslagh & Jemison, 1991). Question related to theme are:

  • How integration of acquired companies can be done?
  • Organization issues, practices, management and cultural considerations

Datta (1991, p. 281) emphasized on influence which organizational fit can have if 2 organizations are at ease after acquisition. Differences in organizational system and management style are important for post-acquisition integration. Question related to theme are

  • Do you consider process of post-acquisition in pre-acquisition process?

Transition

This phase is linked with emerging problems and uncertainties when acquiring organization is preparing for value creation and capability transfer (Haspeslagh & Jemison, 1991; Lasserre, 2003). Questions related to theme are:

  • How can you approach transition phase?
  • What are the important things you need to focus on during transition?

Harrison, et al., (2000) said that the synergy is essence for value creation. So, it is important to recognize synergy creating factors for acquiring organizations while looking for acquisition objects. The acquisition depends upon the way management deals with process of acquisition (Cartwright & Schoenberg, 2006; Gomes et al., 2013; Haspeslagh & Jemison, 1991; Jemison & Sitkin, 2006b). Theme is:

  • What will be your act in facilitation of synergies which are identified in pre-acquisition process?

Strategic & Organizational Fit

It is important to see the degree to which acquiring organization fits (Haspeslagh & Jemison, 1991; Jemison & Sitkin, 2006b; Lasserre, 2003). Strategic fit means degree to which target firm complements parent’s strategy. It adds value to non financial and financial goals of parent (Jemison & Sitkin, 2006b, p. 146). Jemison and Sitkin (2006b). So, theme is

  • What are roles of fit in pre-acquisition process?
  • How identification of strategic and organizational contribution is done?
  • Tell about objectives you are looking for?

Quantitative Research

Because of the economic significance of the ability to anticipate corporate mergers and acquisitions, this domain ahs managed to attract considerable attention towards research aspects. There have been applied a wide range of methodological approaches so as to uncover the common characteristics towards merger targets along with forecasting targets inclusive of univariate analysis (Rege, 1984), MDA (Barnes, 1998 and; Stevens, 1973), probit / logit analysis (Meador et al., 1996, Castagna and Matolcsy, 1985), and multi-layer perceptrons (MLPs) (Cheh et al., 1999). These classification models have exhibited varying degrees of success that ranges from below 50% to around 70% out of sample.  

Most of the studies that forecast merger or acquisition targets are heavily relied over company accounting data which is supported by market data like share prices as the modelling input data. Using accounting data has a long foresight in the domains of corporate failures (Altman, 1968 and; Altman, 1993).

 Biologically Inspired Algorithms

In the previous decade, the range of computational technologies used by modellers have expanded significantly. With this, there have emerged a series of biologically-inspired methods that have a wide range of classification and prediction problems in business and finance (Brabazon and O’Neill, 2006). This methodology includes genetic algorithms, MLPs (Mitchell, 1996), grammatical evolution (O’Neill and Ryan, 2003) and genetic programming (Koza, 1992).

For this reason, this research applies a self-organizing map (SOM). Up till now, the main applications of SOM have been in the aspect of corporate failure prediction (Serrano-Cina, 1996 and, Kiviluoto and, 1998).  No previous application of SOMs for the reason of categorizing corporations as merger and acquisition targets has been noted by the authors. Hence, the aim of the study is to contribute in two ways. The first is the presentation of the description of SOM so as to disseminate knowledge related to this research method. Secondly, to assess the potential of SOM for anticipating whether the companies will be corporate mergers or acquisition targets.

Experimental Approach

Discussed data concludes the outputs obtained from 200 UD firms and is gathered in the time period of 1 January 2000 to the 31st December 2002. To collect all the needed data, Compustat database was used. Information technology data was taken into account to make sure that all the firms under data collection were free of financial difference (GICS Sector code of 45). Discussed data of 100 US firms (group 1) was gathered successfully (both merging firms and firms which were taken-over) in the above-mentioned time period 2000-2002 while the other 100 US firms data (group 2) was gathered for a separate group and in this group where the included firms were not either taking over their targets or merging in the time period 2000-2002 understudy.

The relation between both groups was made on the basis of merger acquisition year and GICS sector code in such a way that group 1 and group 2 firms were allowed to present in the mentioned time period. Dataset includes test data (50 companies) and randomized data (150 companies) collected over 5 recruits.

  1. Selection of input variables

The review of literature (Belkaoui, 1978, Cheh, 1999, Castagna and Matolcsy, 1985 and; Esphabodi and Esphabodi, 2001) helped in identifying 17 parameters for the initial study process.  All of these 17 parameters were based on below given ratio classifications.

  1. Liquidity
  2. Debt
  3. Profitability
  4. Activity / Efficiency
  5. Size
  6. Valuation
  7. Dividend payout
  8. Firm size

In the initial statistical approaches, it was made sure that any variable which is not showing any significant changes in its mean value for both groups is not further included. After initial review, 7 parameters were eliminated and 10 were left included (see table I). These above-mentioned ratios were also studied for the cross-correlation coefficients which led to the elimination of two more ratios (cash/total assets and the growth ratio) due to their relating market/book value ratios and working capital to total assets due to which these two ratios were not included further.

  • SOM Model Construction

For an SOM classifier development, below given tasks hold prime importance:

  1. Training of the SOM
  2. Determining the clusters on the SOM
  3. Using the SOM to predict out-of-sample

Firstly, normalization was taken into account to deal with possible occurring of different magnitudes in individual data elements.

To obtain SOM, modeler was needed to build many of the map parameters and mapping layer node numbers. Enhanced node quantity results in enhanced details of mapping. In next step, the mapping layer was set at a suitable size of 1000 nodes based on the trial and error process. To obtain the clusters, different clustering algorithms were made use of. In the start, every node was assigned one distinctive cluster. Then in each step, clusters were reduced in number by combining the most relating clusters. The granulity of the modeler and the set parameters play a vital role in deciding how many clusters will be left at the end. Our parameters were designed in a manner to make sure that final clusters will be 7. In next step, these clusters were divided and labelled in merged or non-merged groups by using simple voting mechanism using the state of the training data vectors. To label out of sample data vectors were labelled as clusters while the nearest layer node was kept.

Analysis And Presentation of The Empirical Findings

In this part, empirical findings that are obtained from different interviews are presented & analyzed for sake of easy interpretation. The structure of this chapter is same as that of interview themes and theoretical framework. Acquisition process is not moving from pre-acquisition towards post acquisition.

Qualitative Analysis Results

Pre-Acquisition Process

Value Creation

It is seen from researches that the basis of M&As are strategic and financial motives along with value creation goal. Value creation is not possible if two organizations carry on to work separately (Bower, 2001; McCarthy & Dolfsma, 2013; Schweiger & Very, 2003; Seth et al., 2000). Harrison et al., (2001) said that synergy is essential for creation of value. Lasserre (2003) said that there should be few reasons behind acquisition. There is a need for organizational contributions and analyzing possible strategies which are possible to assess from acquisition (Jemison & Sitkin, 2006b).

During the interview with four people at different positions, it is described that how an organizational strategy can be formed for long term growth by keeping other things in mind too. Vice CEO has said that they want to look for companies which will be of their match (Interviewee 1, 2022-01).

CFO said that there are different motives and they change with strategic conditions. Company has strategy that customer should be close to ITAB and it is essential (Interviewee 3, 2022-03). He also said that there should be a complementary target for acquisition. If a company has nice shop fitting and is competitive but it does not have good lighting, then it is good for value creation to go with a company which has nice lighting business (Interviewee, 7, 2022-03).

Analysis of Value Creation

It is important to see that in what way acquired company can help organization to grow because growth is based on 3 pillars which are geographical spread, concept platform and customer portfolio (Interviewee 2, 2022-04). Lasserre (2003) had also said that value creation is important for acquisition and growth. The analysis of organizational and strategic contribution of businesses relates to what Hubbard (2001) and Sitkin and Jameson (2006b) said. The purpose of acquisition is necessary to understand.

Target Selection

Lasserre (2003) emphasized on finding a target for acquisition that is good for strategy creation and for financial value. Acquiring organization must enlist the benefits & problems or either acquisition is according to justice or not (Lasserre, 2003).

There are some common factors which can help to estimate the organizational and strategic fit (Gomes et al., 2013; Hubbard, 2001; Jemison & Sitkin, 2006b). only two factors which are involved are facilitation of objective of acquisition and creation of understanding (Hubbard, 2001).

The company wants from all acquisitions to cause an increase in growth so that organization can move forward. CEO says that you know really well about us but still we don’t go with acquisition until we are sure that this strategy can cause growth and development (Interviewee 4, 2022-03).

CFO says that we make acquisition with those about whom we are sure that they are right people and they will fit well with us in strategies and mental compatibility. So, it is important to talk to each other to know about each other more by meetings (Interviewee 5, 2022-01).

There are similarities and differences in target organization and acquisition so they should talk about it earlier.

Analysis of Target selection

Lasserre (2003) stated that target should be of good value creation and the organization agrees with it. This is the operational strategy. When it is specified that which company can cause great value creation, then it will look for potential target among all which are available. It prefers to go with those who are clear in their objective and do have nice strategies. Organizational fit is must to examine when potential target organizations come with same strategic fit. In this case, organizational fit can deceive. Flexibility, key personnel and culture also matter. It is exactly what Gomes et al., (2013), Hubbard’s (2001) and Jemison and Sitkin’s (2006b) statement had in common.

The company prefers to know what key personnel in target company works and thinks. It is accomplished through informal and formal meetings, dinners etc.

Valuation and Due Diligence

According to theory of M&A, due diligence has a great role in process of pre acquisition so that best deal can be obtained and possible synergies can be identified by keeping eyes on financial performance (Bing & Wingrove, 2012).

Due diligence of the business is done in process of post-acquisition when acquirer and seller are agreed on deal. Vice CEO says that due diligence is the time taking step and a lot of energy is utilized in this step. So why to complete it in pre-acquisition if both organizations don’t agree later on. Then it is completely time wastage. So, it is good to conduct it in process of post-acquisition when the deal is confirmed and we are able to use our time (Interviewee 3, 2022-02). Jemison and Sitkin (2006b) and Lasserre (2003) threw light on financial valuation’s importance. There should be a set value of price of target.

CEO of AB company says that acquisition is just not opportunity. There are some good things about it and some risks are also there. So, when you are making a deal you should be ready for risks too. if you have thinking that price is bit high but it is acceptable, you are not in position to take all those risks (Interviewee 1, 2022-02).

CFO explains in way that it is essential to understand agenda of company. It is needed to be attentive and it is must to know that sellers want from you and it will help you in negotiation (Interviewee 3, 2022-03).

Analysis of Due diligence and valuation

Lasserre (2003) and Jemison and Sitkin (2006b) stated that the due diligence takes place in pre-acquisition but the CEO thinks on opposite side. The Due diligence is less time taking when it takes place in post-acquisition process. There should be a mutual trust between the acquirer and seller because the information obtained from seller is fundamental. Things will go wrong if the information of seller is wrong or misleading.

Jemison and Sitkin (2006b) and Lasserre (2003) acquisition price comprise of financial values with strategic and organizational fit. It gives business a possibility to see either risk degree and strategic value match with financial valuation. Financial valuation can affect decision that they are in mood of acquisition or not. Acquiring businesses prefers to know the strategies before so that it can become easy to know what they want to do. If the strategic fit is good, then there is less risk and ambiguity. It is important to have understanding with agenda of seller for the organization. Hence, the business can prove to be a right buyer by reaching suitable price and it creates understanding.

Interpretation

The section is dedicated to identify differences between the businesses way of formulating the acquisition procedure with that of the generic theoretical process perspective with the focus over evaluating how the acquisition process is handled for facilitating successful acquisitions.

A study carried out by Gomes et al., (2003) and Lasserre (2003), the acquisition process is the same for from decades. What has been identified by the authors is the potential explanation as to how the acquisition process can be handled in a more efficient manner through three aspects.

Simplification Of the Acquisition Process

The viewpoint of organizational acquisitions can be easily compared with a simple purchase of one item from another. Interviewee 1 states that ‘Sitting down and talking about potential acquisitions, face-to-face discussions with each other, the seller and the buyer and this is how the process should be done’. Businesses prefer not to make the process complicated than this. Previous researchers indicates that the process of acquisition is both time and resource-consuming as per a pre-set pattern. Businesses prefer sticking to a usual approach having same key personnel each time. CEO of businesses mentioned that they have been part of acquisition for more than 10 years which gives additional experience and confidence in acquisition deals.

Conducting of due-diligence in the post-acquisition process

The fact that most companies carry out due diligence in its post-acquisition phase is another aspect which tends to facilitate successful acquisitions (Lasserre, 2003). As per the interview with Vice CEO of AB company, this phase commonly sabotages the acquisition mainly because of the fact that most of the sellers and buyers hesitates in seeking advice from the brokers and auditors when they seek an advantageous deal for the client. Experts involved in the acquisition process considers due-diligence to be a part of post-acquisition process which is the time at which the deal has been agreed upon and contracts have been signed. To get this done, companies, emphasizes over the relationship between the acquirer and the seller and invests in a great deal of effort to determine the motives and agenda of the seller. Through the aim of gaining mutual trust, the dal can be carried on by trusting the information of each other regarding the important aspect of the acquisition process. Many companies also use guarantees in the due-diligence process which makes a deal with the seller without having time consuming and expensive in-depth analysis carried out by different specialists.  

Considering organizational fit throughout the entire process

In the theory of acquisition, organizational fit is used for determining whether the target company is a good fit for the acquiring organization and it is not until the phase of post-acquisition where this transition is emphasized on part of the management (Bower, 2001 and; Gomes et al., 2013). According to the analysis of the interviews, authors have determined that businesses consider organizational fit to be a criterion for acquisition in the target selection phase. Unless, a proper fit for the organization is identified, in terms of cultural and managerial values, it is less likely that the acquisition will be conducted. Moreover, depending upon the degree of organizational fit, the business starts considering probable issues that may incur in the pre-acquisition process and highlights various strategies over aligning the deal. Through the identification of factors that may incur issues, businesses prepare over how to foster mutual understanding in the deal.

Quantitative Analysis Results

Table II shows the results of our experiments and the mean classification value of insample (out-of-sample) accuracy of 94.80% (95.20) % is obtained. Press’s Q statistic (Hair, Anderson, Tatham and Black, 1998) was calculated to obtain insample accuracy along with null hypothesis stating that the out-of-sample classification accuracy does not yield a preferred output than the individual output and faces a 5% rejection level.

To check the sensitivity of gathered data and results, node number were changed (between 500 and 2000 nodes), along with the number of clusters (between five and nine clusters) which helped in map detailing. For in and out-of-sample data results, accuracies were undisturbed by changes in clusters or number of nodes.

SOM created clusters were further evaluated for better understanding and the analysis of “typical” ratio analysis of different map clusters was done (Figure 2 illustrates the final SOM corresponding to the third data recut). In Table III, the average value obtained for all the models relative to the merged firms and clusters is given along with non-merged ones. On 3rd recruit, the SOM gave enhanced in and out of sample accuracy and clusters gave smaller means than the overall data cluster means. The data given in Table I and III, leads to few common conclusions regarding “typical” takeover targets or mergers. It is observed that the target firms have a pattern of less debts, increased liquidity, less profitability and are small as compared to the non-target firms.

Conclusion

There are several researches over mergers and acquisitions as it is very crucial for the success of a business. The research concludes that a successful merger and acquisition deal involves two phases – pre-acquisition and post-acquisition process. However, it has also been identified that the more dynamic a procedure the more is the probability of a successful acquisitions.  The overall view of the entire process of merger and acquisition instead of focusing over step-wise progression facilitating the ability of assessing strategic and organizational fit in every phase for enhanced ability so as to reduce the probability of misunderstandings and problems.

Another good way to deal with the acquisition process is to conduct due-diligence in the post-acquisition process. This can be possible when there is a mutual trust between the two parties as the agreement can be created on the words of the seller and can be supported with clauses and guarantees. Additionally, mutual trust is also crucial for understanding what can be acquired along with understanding how a company can be approached in the process of acquisition. Moreover, keeping the pre-acquisition process as concise and efficient is considered to be beneficial as fewer resources will be involved. This can be made possible when the same set of experts are involved in the process which will also augment expertise as well as experience from previous acquisitions.

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