Enduring increase of profits
Strategists search for the best policies
Companies which are run under strategic viewpoints succeed
in gaining higher profits. This is the impressive result
of acknowledged research. The word strategy denotes nothing
less than formulating policy directions and this requires
experienced guides who know the regional German-speaking
markets like the back of their hands. Those who ensure their
counsel from the beginning have it easier. Even so, intermissions
will always be necessary on this journey as changes in the
market envirement occur rapidly. Adjustments cannot be avoided,
course changes are pre-programmed. The development of successful
marketing strategies is a team sport, with defined positions.
And a good coach leads a good team with maximum performances
to their goal.
Economising requires a keen perception
Although clearance sales increase the turnover figures,
they do not ensure lasting and regular profit gains. The
path to reaching one's goal is not through lower pricing.
It is far better to invest the available means effectively.
Those employing the right tools at the right time and in
the right place will automatically achieve better margins.
Selection and judgement of the media and advertising methods
used in regional areas should be left to the specialists.
Good craftsmen love their tools
Knowledge can only unfold its impact when applied. Today,
marketing information and theoretical qualifications are
freely available to everyone. But only he who has often
implemented the various available instruments can judge
on their effective usefulness. Theory and practice are still
two completely different areas. Which means of support,
which technology and which person will serve best in solving
the problems fastest will only prove itself in concrete
application. Suitable strategy research and marketing processes
with the appropriate instruments prevent unnecessary investment
of time and money. It is the detail that comprises the deciding
factor.
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Win the competition, also regionally
What customers really want
He who knows what the customers in the regional markets
really want can transform the fight for survival into a
profitable competition. Only then will he differentiate
himself from his competitors and solely occupy the centre
stage. Experience has shown though, that it is not that
easy to judge regional markets accurately. Out of day-to-day
consulting experience, it has been found that analyses from
a regionally located consulting organisation is the most
suitable method for giving clear insight on local customer
behaviour.
Where the competitive advantages lie
Many enterprises do not know exactly where their competitive
advantages stand within in the different regional markets.
And just as many have long lost theirs. Thorough investigations
through structured workshops and customer surveys are a
prime necessity of the times. We have often discovered that
the available competitive assets do not interest the customers
at all. There is only one remedy for this: create new assets.
How to introduce the 'new' to the world
Real competitive advantages are the seasoning in the soup.
Or, to put it dryly, the enduring profits of the company.
They who cannot offer this seasoning, must find a way of
procuring it. The more unique the uses are, the more difficult
it will be for them to be copied. In this case, ideas and
investigation from an external source can only be an advantage.
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Ensuring customer commitment, also regionally
Economic efficiency is the highest commandment
Acquiring a new customer costs a lot. That is, a much higher
outlay is needed compared to the expenditure required to
keep an existent customer. Important to note that over 40%
of the customers who are merely satisfied would be open
for new experiences and therefore have desires to make a
switch. Only inspired customers can be counted as truly
loyal customers.
Only they who really know their regional customers can
ensure their lasting commitment
Enthusiasm is catching and infectious. But only then when
the customer is offered real added value which he did not
expect. Ideas and creativity are sought after commodities.
Only they who really know their customers can positively
surprise them and thus ensure their lasting commitment.
Customer ties are a favourable adhesive
Customer ties are a question of attitude and can be effectively
practised without having a large budget at one's disposal.
This is shown by many small and mid-sized enterprises globally.
New technologies are just waiting to be effectively used
by strategists. And many of these instruments cost surprisingly
little.
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Life in the net
Declining the mediocre
"Success" is printed on the finishing line. This is clear.
And the way to get there is with exceptional performance.
How else can one survive in over-saturated markets? Those
who are only equally good will soon disappear in the masses.
Winners surge to the front. In the long run, both shrewdness
and tactical procedures will yield more than forcing ones
way to the front. Everywhere winners are always seeking
their allies.
Interweaving as a strategy
Whoever wants to discover and break new territories requires
a clear vision. Still, the era of the lone conqueror is
over, if it ever really existed. Whoever loves the unknown
will find pleasure in starting out on this journey. It would
still be somewhat hazardous to disregard the support of
those who know the regional customers. The really great
strategists never considered themselves too great to ignore
this kind of support. There is no difference in marketing
successfully.
Accurately hitting the target with knowledge
The trial and error method is good. It is even better to
dispense with the repetition of previously made mistakes.
This will save much time, energy and money. This is why
victors use the knowledge of the specialists. Experienced
strategic and marketing consultants know their way around
the labyrinth of their branch as well as in their regional
markets and can therefore rapidly lead companies to their
goals. The secret of their success is called knowledge.
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