by Juan Cabezas | Marketing, Positioning
If you say “instant photography” (to anyone over 40), they’ll probably think of Polaroid. If you say “cool, innovative smartphones” they’ll think of Apple. Each of these companies has succeeded in positioning itself in the...
by Juan Cabezas | Growth Strategy, Marketing, Segmentation
The terms market segment and market segmentation are usually used to mean a subdivision, and a system for subdividing a market by customer types. In this context, a definition of market segment is: An identifiable group of customers with requirements in common that...
by Juan Cabezas | Available Market, Growth Strategy, Market Definition
In the context of formulating a business growth strategy, the problem of market definition involves two basic questions: 1) What should be the scope of the market served by the business; the served available market (SAM)? 2) To what degree, and how, should multiple...
by Juan Cabezas | Acquisition Consultants, Environmental Assessment, Growth Strategy, Merger, Organizational Assessment, Strategic Goals
Decisions about merging and with whom should be subordinate to your company’s growth strategy; focus first on a clear definition and understanding on the vision, mission and objectives of your company and then explore different scenarios for achieving those (a...
