Definition of strategic positioning for relevant market and customer segments
Starting Situation
- 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
Map for Strategic Positioning
- 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
Duration
3 – 6 months
Your Benefit
- 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