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An executive team process focused on quickly capturing, summarizing, and clarifying the internal viewpoint of senior leaders across critical elements of the MARKET POSITION framework.
This framework includes:
Target Customers – a breakdown across those individuals who influence, purchase, and (or) consume a company’s products and services
Competitive Frame of Reference including direct competitors and (or) substitutes
Point of Difference value proposition – the source of competitive advantage (i.e. price | convenience, functional superiority, customer intimacy . . .)
Relationship between MARKET POSITION and bottom line profitability
By participating in the Market Positioning process, business leadership will achieve the following:
Internal consensus on “Current State” MARKET POSITION, the basis for all market actions
Clarity on the gaps in leadership understanding and alignment relative to the key components of the MARKET POSITION framework
Tactical game plan – a prioritization of key actions for closing identified gaps in MARKET POSITION, the first step in positioning for future success
Sense of Urgency – a desire by the leadership team to utilize session output to manage the business to a higher state of performance
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