Market Positioning

Uncertainties concerning the business and growth potential in markets and with customer groups
Preparation of investment decisions
Requirement to review established ways of market cultivation and current positioning
Requirement of focusing investments on markets and target groups with the highest potentials
With a customer segmentation according to regions, industries, size or revenue market and customer potentials are only insufficiently utilized
Shortcomings in offers and customer management due to a heavy product focus
Inefficient and not market-oriented internal processes and structures as well as unsuitable resource allocation
Discussions in management, marketing or sales dominated by a subjective internal view

Approach

Overview project steps

Differentiation and determination of relevant market segments as well as market assessment concerning their attractiveness and competitiveness
Specification of relevant performance parameters and development of a specific question/answer-structure for the online customer survey
Development, test run, and launch of the tailor-made online customer survey in order to determine expectations and potentials of customers in relevant market segments
Analysis of data generated by the online customer survey and development of a behavioral- and needs-oriented customer segmentation
Determination of specific threshold levels and value creation potentials per performance parameter for each customer segment
Definition of target market segments under consideration of market assessment and respective target customer segments
Development of Value Propositions and specific offering packages for strategically relevant target customer segments
Development of a Strategy Map with a clear market positioning as well as all relevant internal measures for implementation

3 – 6 months

Up-to-date market segmentation and assessment of market segments concerning their attractiveness and competitiveness
Innovative customer segmentation according to behavior patterns, needs, and potentials
Specific minimum expectations and value creation potentials of single customer groups
Strategic market positioning with precisely defined target market segments and respective target customer segments to use established and future market and business opportunities
Set of tailor-made and standardized Value Propositions for the defined target customer segments
Optimized resource allocation in an internal “setup” from an integrated market and efficiency perspective
Specific further development needs for internal processes, structures, and resources in order to benefit from and/or fulfill market potentials and requirements
Strategy Map with clearly defined and reviewed measures for implementing the market positioning and increasing efficiency