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Driving Successful Execution
Too often, companies launch new products and service
offerings with little understanding of what actually drives success and
what their relative competitive strengths and weaknesses are. Frequently,
products thought to be superior often fail in the marketplace. Consider
the Sony Betamax, Netscape, Sega Dreamcast, Imation’s Superdrive. The
list goes on and on. These failures occurred not because of a product
deficiency, but rather from a lack of understanding of other market
success drivers.
Our Needs-Capabilities
Matching© tool helps to identify and measure a company’s competitive
advantage within a given market or market segment. This tool maps
critical market drivers against relative competitive capability to assess
overall market position, and to determine where there are significant
advantages and where they are fatal gaps that need to be addressed.
This analysis characterizes position in four broad groups:
- Power Position - Superior capability relative to
all competitors in areas that are most critical to driving market
success.
- Fatal Gap - Deficient, or
sub-standard capability in areas that are most critical to driving
market success.
- Over-Delivery - Superior capabilities in areas
that have little impact in driving market success.
- Noise - Deficient or
sub-standard capabilities in areas that have little impact in
driving market success.
Where
there are fatal gaps, we then develop the specific initiatives to
convert them into positions of competitive advantage. In this way,
successful execution is more assured and the company is better positioned
to quickly capitalize on additional opportunities for profitable growth.
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