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Developing a New Market Position: Methodology

Developing a New Market Position: Methodology by Beh Consulting, Boulder, CO

Developing a New Market Position - Activities

  • Management interviews
  • Employee survey
  • Strategic summit to decide key options to test with customers
  • Customer interviews (current, past, prospect)
  • Customer survey
  • Competitive analysis
  • Prioritize opportunities by
    • Customer needs
    • Internal strengths vs. competitors
  • Define positioning outlines
    • Customer benefits
    • How they are delivered
  • Narrow outlines with
  • Test 4-6 positioning outlines with customers (interviews and surveys)
  • Incorporate customer feedback into outline found most…
    • …relevant to customer needs
    • …uniquely provided vs. competitors
  • Define value proposition with customer benefits, competitive strengths, and proven internal skills
  • Plan and launch internal brand building and external marketing strategy
 
Developing a New Market Position - Deliverables
  • Top 25 potential competitive strengths to leverage in market position (to use in customer interviews and surveys
  • Customers’ perception of top 10 competitive strengths to leverage in market position
  • 4-6 positioning outlines to test with customers
  • Evaluation of top 1-2 outlines
  • Recommended market position
  • Implementation plans
2007 Beh Management Consulting, Inc.