accelerate growth in cash flow and operating value
Market Strategy
Market Strategy - not to be confused with marketing strategy - is a clear statement in two areas of mid- and long-term market management, needed to determine how investing activities will be handled; which markets/segments to compete in, and how to compete in each:
Where to compete? Management needs a clear, time-oriented, plan for participating in markets and their segments. Which markets to enter, which to stay in, and which to exit - and when.
How to compete? Management also needs a clear plan of approach for the markets it has decided to participate in. What the differentiation will be vis-à-vis the competition (and for the customer), what the cost of the market position will be, and what the pricing strategy will be.
Naturally, in a dynamic world, the strategy itself is most valid only when it is first defined. As the situation alters - with changing supply, demand, technology, competitive, etc. factors - so must the strategy. As a result, it is the learnings in the strategy development process that is most useful to management, together with considerable thinking about contingencies and their associated market triggers.
