What you need to do in practice is to work
out of your business core and through continuous research of and cooperation with
your consumers define how you can be
successful. You will have to position yourself by defining relevant mission, vision
and values. This way you give your consumers the opportunity to choose you for a
reason different than simply a product. We
live in a world where there are way too
many products to choose among and this is
pointed as one of the important reasons
why consumers need additional reasoning
in order to make a buying decision.
sible im, strengths,
e compeces
You will have to start from your defined
business idea and once again you need to
do a SWOT analysis showing you where
you stand in the market. Researching both
current and potential consumer groups
will give you an idea of what they want
and what they stand for. Are they young
mothers concerned about healthcare? Are
they football fans? Do they support a
cause? Can that be relevant to your business profile? How do you translate it in
mission, vision, values and business policy
in general?
Strategy
Identity considerations
Cause support
Financial state
Demography
Interests
Desires
Target group
research
Values
Needs
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