Adizes Business Consulting helps companies excel in all key areas of marketing - strategic marketing planning; marketing appreciation consisting of macro-environmental analysis, industry and competitor analysis, customer analysis, internal analysis, product differentiation and market segmentation, positioning and branding; managing the marketing mix, and implementing marketing and control.
We believe the particular performance of the organization depends upon its ability to identify and satisfy the highly specific needs of individual customers while the degree of success it will enjoy depends, in turn, upon its ability to differentiate itself from its competition in the minds of prospective customers. Any organization therefore needs to develop a deep understanding of the way in which buyers choose and then put this knowledge into effect by identifying and developing profitable market segments.
Companies that have reached marketing excellence and are showing improved marketing effectiveness have certain key features in common, including:
- marketing orientation
- organizational flexibility and adaptability
- heightened environmental sensibility
- increased marketing professionalism.
We help our clients become best performing companies. The best performing companies demonstrate an unwavering focus on the marketplace and relate all their major operating decisions to the dictates of customer needs. Then flexibility and adaptability in an organizations systems, attitudes, and structures come in. Successful companies recognize the need to develop a flexible planning system that can encompass a wide range of possible scenarios. Flexibility also arises from developing product portfolios that allow the organization to spread its risks across different markets. Best performers also show strong commitment to training their personnel as well as a willingness to experiment with new concepts and ideas.
Globalization is also influencing marketing strategy, and you can often hear the 'think local, act global' injunction. To qualify for pursuing a global strategy, a company needs to be capable of demonstrating that it can contest any market it chooses to compete in and that it can bring its entire resources to bear on any situation it finds itself in, regardless of where that might be. This brings two central concepts - global capability and selective contestability. Global capability results in recognition as a global brand. Global capability is what distinguishes between the companies with a presence in numerous national markets pursuing a focused strategy in each from the true global players with the synergy associated with a global brand. The concept of selective contestability is central to successful marketing practice with the core principles of segmentation, targeting, and positioning.