Every company (except a start up) holds a current position in the market. This position is based entirely on your customer's perception of you and your competitors. Aside form the foundation laid by segmentation and targeting, the key to successful positioning is in viewing your capabilities through the lens of your target customers' perspective.
The greatest deficiency in most wholesaler-distributors' strategy and business planning is their internal focus. They simply fail to examine every issue in light of "how much does this really matter to our target customers?"
ACTION POINT: How much does what you are doing really matter to your target customers?
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