What provides development? This is a question that no matter how many attempts to find the right answer exist, there is no universal solution for all occasions. And yet … you can spy on the market leaders and try to comprehend what they, successful, strategically do in the market in the field of business, marketing and sales, and what can be analyzed and borrowed.
So, you want to bring ten elements of a comprehensive development strategy that can be provided with marketing tools, and which will necessarily lead to an increase in sales?
Market positioning is what everyone in the market is doing. Holding their positions in goods, distribution, prices and promotion is, for most market segments and companies, very slow growth, extensive development, correct and gradual engagement with what companies were doing yesterday and the day before. True, the world is becoming different, competition is becoming tougher, the market’s reaction to your traditional marketing is changing, which means your influence on the market is waning. Is it possible to continue? Can!
Market Competition. Taking a share from a competitor is not just an intensive increment due to the fact that you didn’t exist before, this decrease in the possibility for a competitor to develop: less share – less opportunity for everything else. This is a game on the field of a competitor, and if it is both marketing blunders and unsuccessful trials, then it is done without losing your market position. Well, we tried in another segment, it did not go, we thought and corrected. Any mistake or experiment is against your competitor.
More loyal customers and partners. The more of them, the more stable your market position, the less impact of your marketing mistakes and the easier it is to introduce innovations – these will forgive you, these will take you and give feedback. More followers among buyers – more sales. More suppliers dependent on you – easier financial, raw logistics. Reliable partnerships with intermediaries – and now they invest their money, effort and time in promoting your brand. Understanding the principles of the pendulum loyalty and the ability to work with loyalty is another development strategy.
The name of your product and company. A powerful brand is the locomotive, the driving force of development. Many companies do not understand that a brand is far from just a marketing asset that allows you to somehow more successfully manipulate consumers. A brand is the key to the penetration of other companies that are noncompetitive to you – cross-promotion programs, cost optimization and the intensification of work by merging the efforts of several strong brands are possible only when your brand is a force. The brand opens the door to investment and government programs and innovations. You are mentioned, they want to be friends with you, to communicate, to identify with all that you are doing under the name of this strong brand.
Ride the trends. Only for development strategies should social and market trends be sustainable and long-term. If you see obvious trends, then you can get closer to those who follow this. If you help them to be in a trend – people will repay you a hundredfold. My favorite case of Starbucks is about it: they did not offer any other coffee or the best coffee, they only became part of the trend, offering a convenient and pleasant process of coffee consumption.
Need to be an innovator. This is not about the constant invention of something or the constant change of collections, updating product lines. I’m talking about new models of earnings, in communicating with consumers and new business units that will do wonders with your traditional product: teach him to consume differently, go with him to other segments, where this product will appear in a completely different light, because it decides there are other tasks.
Look for Growth Drivers. Growth is easier to get where everything grows. There are intensively growing industry niches, geographical segments, neighboring countries, and government programs to stimulate individual sectors of the economy. The concentration of skills, talents, money there will be higher, and therefore your development through the output will be guaranteed. Look , you only need to correctly identify the potential of the niche. And if “everything died” for a long time, do not stay in the zone of a weak economy and marketing – move entirely to where long-term growth occurs.
Purchase successful or potentially successful. I speak not only about the purchase of technology or the finished success, but also about peeped and pilfered success. You can buy growth by buying a competitive but weak business or by buying a business that, in one form or another, provides your business (suppliers or integration partners). If yesterday you simply bought spare parts and materials from someone, then buying a share in their business or a joint venture to create a distribution network is an entry into new market scales. True, you need to be careful when buying someone else’s business. It is said that half of such purchases have disastrous consequences: errors of a legal nature, errors in the assessment of prospects and errors in the calculation of one’s own strength, when ambitions and the opening up of prospects fog the mind.
Reputation in Society. F. Kotler said that social initiative and responsibility are protection and protection to the state and society. When all your competitors do nothing for the environment in which the company and society exist, and your company is a bright star, which everyone speaks of as a socially responsible participant in the formation of the “right”, then attention, respect, money and you get more prospects, and the risks and mistakes that the company inevitably makes will be experienced more easily and safely, without the “raids” inspired and taken up by the masses. Today it is easier to compete for those who understand the importance of the three components: man, society, profit. On the contrary, only trying to make money on the other two components of success,
Look for money. Everyone is waiting for customers or looking for sales opportunities, but try to look differently … Look for the money! The state will always spend a lot of money to support the social environment, infrastructure, promising government projects. Municipalities spend local and attracted federal funds for the development of territories. Ministries have a share in the state budget and spend money on the development of subordinate enterprises and invest. Big business has its own investment programs. A small but systematic business has long-term development programs and predicts the flow of money to support them. Why would companies, if their strategists know that there is money, not try to become contractors and subcontractors — not try to become the best in working with investors on their invest in programs? Why would you