| Program Content |
|
| |
The Nature of a Sound Market Strategy |
- Effective segmentation, targeting, and positioning
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- Linking how to satisfy customer needs with how the business profits
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- Building the market offering
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- The imperative of strategic discipline, when to say no
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Understanding the Customer Experience |
- Understanding how the customer experience impacts the brand image
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- 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
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- Communicating to employees what the organization
wants customers to think of its products and services
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- The leader’s agenda in the market-focused organization
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- The importance of your brand in becoming market focused
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Organizational Design |
- Aligning structure, information and decision support
systems, human resources policies and practices,
and incentives with the market strategy
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- Brand, product, account, or market segment managers - how to decide which you need
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Creating the Market-Focused Culture |
- How do you know if you have a market-focused culture?
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- The leader’s role in a culture transformation
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- Key steps in changing to a market-focused culture
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Organizational Learning |
- Making learning a continuous process
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- Focusing learning on the market
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