Stop Selling Vanilla Ice Cream: The Scoop on Increasing Profit by Differentiating Your Company Through Strategy and Talent by Steve Van Remortel

Author:Steve Van Remortel [Van Remortel, Steve]
Language: eng
Format: mobi
Publisher: Greenleaf Book Group Press
Published: 2012-09-26T14:00:00+00:00

Do you have a current type or group of customers that values a strength or unique offering your company provides? What types of customers have the highest margins?

A well-defined target market is a finite group of people or companies. This is important so you can develop a marketing plan to go right at your target markets. Usually the most target markets on which a company or division can focus is two to three.

8. Now that you have completed your competence hierarchy by defining your competence and target markets, discuss other aspects of the strategy on which you need to gain agreement. What other strategic issues does the planning team need to discuss that may have been raised in the interviews or discussions to this point?

9. Brainstorm and list all the strategies and action plans from your discussions that the organization needs to complete during the next year in order to implement, strengthen, and deliver your competence.

“Each team will present their competence hierarchy and strategy recommendation at the start of the next session,” I explained. “This is where you really want to expand your thinking and evaluate all strategic options. The presentations will be very interactive as each group tries to sell the planning team on their strategy. Once each team has presented their recommendation, we will have several strategy recommendations on the table that we can start discussing.”

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