Notes on notes on (relationship marketing by regis mckenna) by soundview executive book summaries
positioning meeting: identify a position and then decide how to get there
at the beginning of developing a strategy:
ask yourself: "
- what business are you in?
- what are your company's fundamentals?
- Describe your market. What makes it tick? Who are the key players?
- Describe you company's technical, financial, and cultural strenghts and weaknesses. How do your customers perceive you?
- Who are your competitors? What are their strengths and weaknesses?
- How competitive are your products? What would you change to make them more so?
- What key milestones and timetables must be met in the next two years?
- How do you segment your markets? What are the key factors for success in each of your market segments?
- What are the significant trends in each of these market segments?
- What is your pricing strategy?
- What is your distribution strategy? How do you support each market segment?
- How important is service to your company? What is your service strategy?
- What must you change in order to become or remain the leader in your marketplace?
- What percentage of the company's resources will be devoted to each market segment? Are the resources adequate? " (the book had numbers, not *s)
interview people with industry experience, e.g. "customers, distributors, experts, financial analysts, journalists. ask questions like:
"
- Of the products now available, which do you like the best? Why?
- Where do you think the market is headed? What are the most important trends?
- What do you think of XYZ technology? What are its advantages or disadvantages compared with ABC?
- Which companies do you consider the rising stars of this industry? Why?
- When you buy this sort of product, what influences your buying decision? What about cost or ease of use?
- What do you see as the major limitations to growth in this industry?
- Does our company provide the technology, support, and service you require? "