Any company or business should be concerned about the place that its business should occupy within a market, many times, fragmented and highly competitive.
In traditional industries (trade, construction, industrial, financial services) positioning is closely related to focusing on niche markets. That is, big players dominate the bulk of the market so you can only steal a little slice of the pie.
Al Ries & Jack Trout mentioned in his still-relevant classic book Positioning the beauty of entering new markets that allowed you to fill this gap in the consciousness of public opinion. Be the first one, no matter whether you were the best or the most capable, it will mean everything if you are concerned to position yourself in the market.
Other strategies used by many technology companies and other businesses, is to enter into direct conflict with market leaders. In doing so, as marketers preach, you would play yourself as underdog, a David against Goliath. In a globalized world it rather seems than victimize your company is the best market strategy that any business could ever make.
But on the other side, What do you do in a fragmented market where there is no clear market leader who dominates the scene? What if you decide not to go against this leader?
Only in that case the battle gets harder and, clearly, an ideological one . You will have to face the status quo. The business will have to be portrayed as an innovative one, focused on customer service and maximizing the value added to them.
Sounds like a piece of cake, but then who or defines the status quo of a particular market?
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