| Program Content |
|
| |
The Nature of a Sound Market Strategy |
- Effective segmentation, targeting, and positioning
|
- Linking how to satisfy customer needs with how the business profits
|
- Building the market offering
|
- The imperative of strategic discipline
|
Understanding the Customer Experience |
- Understanding how the customer experience impacts the brand image
|
- Assessing specific strengths and weaknesses of the customer experience and identifying opportunities for improvement and innovation
|
Characteristics of the Market-Focused Organization |
- Making the target market the focus of every decision
|
- Communicating to employees what the organization
wants customers to think of its products and services
|
- The leader’s agenda in the market-focused organization
|
- The importance of your brand in becoming market focused
|
Organizational Design |
- Aligning structure, information and decision support
systems, human resources policies and practices,
and incentives with the market
|
- Brand, product, account, or market segment managers - how to decide
|
Creating the Market-Focused Culture |
- How do you know if you have a market-focused culture?
|
- The leader’s role in a culture transformation
|
- Key steps in changing to a market-focused culture
|
Organizational Learning |
- Making learning a continuous process
|
- Focusing learning on the market
|
