The growth strategy—and corresponding marketing strategy—of a company has a lot to do with the nature of its industry. When a new market is developed or discovered, we say there is a blue ocean—an unmet demand in a market that isn’t served or is vastly underserved. Market share and sales can be increased by simply letting consumers know that a product or service exists and convincing them that they want the product. By contrast, in a red ocean, the market and the major players are already established, and the market is saturated. The only way to increase market share is to take market share from a competitor. That can be exceedingly difficult to do. (more…)
Posts Tagged ‘competitive strategy’
What Beer Companies Can Teach Us About the Dangers of Publicly Attacking Competitors
Tuesday, May 28th, 2019Your Buyers Have Power: Maybe More Than You Think!
Wednesday, April 5th, 2017
In 1979, Michael Porter, an associate professor at Harvard Business School, developed what would become known as Porter’s Five Forces, a framework intended as a tool for determining the attractiveness of certain industries based on the level of competition within those industries. The five forces — threat of new entrants, threat of substitutes, supplier power, buyer power and competitive rivalry — collectively determine the degree of competitiveness within an industry. We’ve written about the framework as a whole. Now we’re looking at each force in depth. Today, we look at buyer power. (more…)
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