Marketing – Driven Strategy (CH # 1)

Marketing – Driven Strategy

The challenges from radical market change and ever fiercer competition confronting executives around the world are complex and rapidly escalating.

Procter & Gamble (P&G), the household products giant, is an interesting example of a company that was slow to adapt to major market changes and competitive initiatives in the 1990s.

Market-Driven Strategy

The underlying logic of market-driven strategy is that the market and the customers that form the market should be the starting point in business strategy formulation. ”Considerable progress has been made in identifying market-driven businesses.

Characteristics of Market-Driven Strategies.

A key advantage of becoming market-oriented is gaining an understanding of the market and how it is likely to change In the future.

1. Becoming Market-Oriented.

2. Determining Distinctive Capabilities.

3. Matching Customer value requirements to capabilities.

4. Achieving Superior Performance.