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Profiling premium markets
Situation:
A growing property company realises that in order to fulfil
its potential and acquire more of the market share it needs
to position itself so as to target a more lucrative segment
of the market.
Critical business issues:
Without this repositioning the company may face marginal
returns from existing markets as new contenders are undercutting
them.
Reasons:
The company has always differentiated themselves from their
competitors by their attention to detail and customer focus.
They need to identify and target markets that would benefit
from these offerings.
Capabilities needed:
Before any major investment is made, Code Red
is tasked with determining the viability of such an undertaking
by the company.
Code Red provided:
Code Red pulls together a SWAT team of
appropriate experts to share their knowledge with the company
on targeting strategies and tactics.
Over a period of three months, 20 man-days are spent with key players within the company on brainstorming sessions to identify the company's value proposition and its long and short-term strategies. As part of the resulting report and Power Point presentation the 'point of no return' was highlighted and formed part of the stakeholders' decision-making process.
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