Single focus: The preferred partner for businesses determined to realize their full value
Unlocked value
US$135m forecast gain over 12 months.
Telecoms company
For more than a decade, we have aligned our tools and techniques to deliver one key objective: sustainable improvement in value for leading businesses founded on a deep understanding of their markets.
Our heritage
Market Equity's roots go back to 1995 when our chairman, the eminent Professor of Marketing, Malcolm McDonald, established two centres of excellence:
- One to apply a specific set of tools and techniques he, along with Ian Dunbar, had developed for market segmentation so that a company could identify the strategies required to win and retain profitable customers.
- The other to apply a specific set of tools and techniques he, along with Marcus Clark, had developed for market-led strategic planning so that a company could evaluate the effectiveness of the identified strategies in achieving the company’s financial objectives, home in on those that delivered the required results and capture this in a powerful strategic document.
For both centres, bespoke software was developed to provide essential data management support for their in-company assignments.
... and evolution
A critical turning point in our development came through feedback from our clients:
What we were enabling these companies to achieve were the means for realizing the full value of their businesses.
This, along with the natural dovetailing of the two centres, led to them being brought together as one entity, re-named ‘Market Equity Limited’ in 2005.
Key People
Malcolm McDonald MA (Oxon), MSc, PhD, D.Litt., FCIM, FRSA, until recently was Professor of Marketing and Deputy Director, Cranfield University School of Management, with special responsibility for e-business, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry, and has written over 40 books, including the best seller ‘Marketing Plans: How to prepare them, how to use them’. See Malcolm McDonald's personal website.
Ian Dunbar is a segmentation practitioner with extensive experience in segmenting markets for a wide range of business sectors. Since establishing the centre for excellence in market segmentation with Malcolm McDonald in 1995, Ian has worked with numerous companies around the world in segmentation workshops and research projects taking the resulting segments through into strategic marketing plans. This practical exposure to the real world of developing successful segmentation is captured in ‘Market Segmentation: How to do it, how to profit from it’ which Ian co-authored with Malcolm McDonald, the most recent edition of which was published in 2004. Ian has held senior marketing positions in companies from both the service and manufacturing sectors and obtained his MBA from Cranfield University School of Management in the UK.
Marcus Clark established the centre of excellence for market-led strategic planning with Malcolm McDonald in 1995 and is a leading practitioner in strategy development and business planning, with a special interest in exploiting software to model business problems. Marcus began his career in Intelligent Computer Aided Learning Systems, in both research and development, and his roles have included responsibility for large European R&D programs, future systems strategy for a major systems integrator and responsibility for The European Computer Research Centre in Munich.