In the military there is a maxim: “Generals fight the previous war”. This taunt has a direct implication over the dynamics in the ground situation. Whatever lessons learnt in the past, the Generals apply in the new theatres with fewer or no modifications and definitely without understanding the fact that, the ground situation has now transformed.
Similarly, business strategy of many firms in the market is a by-product of the lessons learnt in their previous campaigns. Rooted on past memory, crafting business strategy is carried out without making necessary modifications that are required as per market demands and dictates.
Such a scenario can be taken into its logical conclusion of inevitable disaster in marketing campaigns. In many sectors especially motor vehicles we observe that new brands unveiled in gala campaigns quickly fold out and subsequent rolling out becomes a total flop.
Understanding the market situation and appreciating latest changes in fashion, taste and economic status of buyers must be reflected upon first before even designing a new product let alone market it.
The market is never stagnant. It evolves and revolves. New products flood into the arena and methods of using these also undergo rapid changes. Most of these are outcomes of novel thinking in design and purpose while few are unescapably just redux. None the less, the environment is so fluid by the time you get a product from the design table to the production line, a wily competitor introduces something that has all the ingredients of your new product just ahead of your sales pitch.
Moreover, the challenge you faced previously has mutated into something more intense and ground breaking. There are not only novel products but also powerful players who have entered into competition making your challenge humongous. You face multiple opponents with myriad of products.
What needs to be done is to make your production staff understand the big picture and train them in big canvass perspective so that they are in a position to turn out products of superior design with excellent features at a fraction of the cost in relation to existing products or forthcoming ones into the marketplace!
Cheers!
Muthu
Ashraff Rajulu
Business Strategist
Mobile: + 94 777 265677
E-mail: cosmicgems@gmail.com
Blog: Business Strategist
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