Competitive marketing strategy

Doing it badly..

Customers

• not knowing which kinds of customer needs you can satisfy best
• trying to be all things to all people

Organisation

• making propositions to your target customers that are not relevant, attractive, motivating and better or cheaper
• not exploiting strengths/opportunities and minimising weaknesses/threats
• not organising your business around the specific needs of your target customers

Competitors

• fighting the wrong people on the wrong ground at the wrong time, and losing!

Results...Underperformance. Slow-growth/no-growth

Doing it well..

Aligning your resources coherently towards the customers whose needs you can serve

• best (for customers) and
• most distinctively (against competitors)

Results...Making investment work as hard as it can. Profitable growth.

Marketing Thinking from GCM Marketing Ltd. provides consultancy, advice and practical help with marketing analysis, marketing research, business and marketing strategy, marketing plans, marketing communications, brands & positioning, from a base in Scotland. Copyright © 2004, 2005,2006.