Development strategies

Development Strategies

With the help of our partners we develop strategies of all levels and directions: from the general, basic strategy of development of the enterprise as a whole to the set of target indicators and ways of their achievement for production, marketing, financial department, HR service.

We use the whole available arsenal of marketing analysis and consulting methods. Our specialists conduct interviews with owners, shareholders and key managers responsible for developing and achieving target indicators of their subdivisions.

What tasks are solved by the development strategy

  • selecting the target segments and focusing on them;
  • development of the company’s market positioning;
  • increase in profitability;
  • increase in cash flow;
  • accelerating the rate of profit growth;
  • market share increase;
  • improving the quality of products/services;
  • company reputation management.

The development strategy includes:

Assortment policy

To develop an assortment management policy:

  • industry consumers are investigated, latent demand is studied, and the potential of free market niches is evaluated;
  • the competitive advantages of goods and objectives for improving the economic characteristics of the assortment of the enterprise are highlighted;
  • principles of differentiation (comparisons with competitors) are developed;
  • there are recommendations and forecasts for growth or reduction of the share and profitability of each product group in the overall portfolio, expansion or reduction in the breadth of the assortment in each product group (with a description of the circumstances), etc.

Promotion strategy

The development of a promotion strategy involves:

  • segmentation of the target market by products, prices, customers, competitors;
  • collecting information about the audience, selecting groups in the CA through surveys and questionnaires;
  • identifying individual consumer needs;
  • formation of recommendations to monitor the effectiveness of promotional activities, advertising channels used, etc.

Pricing policy

The company’s pricing policy is developed based on an analysis of the following factors:

  • cost-per-unit price ratio;
  • the ratio of prices for the company's goods, different in degree of novelty and assortment;
  • presence and degree of rigidity of price and non-price competition;
  • the presence and degree of functional and firm competition;
  • elasticity of demand for the product;
  • availability of analogues and substitutes in the studied market segment;
  • the degree of novelty of the product at the moment and options for its aging in the future;
  • the correspondence of the price of the product to its quality, the level of additional services, the prestige of the brand, the nature of the market, etc.

A strategy for comparison with competitors

The choice of one or more positioning options is justified:

  • by service;
  • in accordance with the price;
  • by attribute;
  • by customers;
  • by assortment;
  • "off trend."

Formation of the USP by segments

Forming a unique selling proposition for your target consumers, based on which they will view your product as the most appropriate solution to their problem.

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