Don't expand out of your wheelhouse! Do what you do best.Īnother theme covered in detail (The Law of Sacrifice, The Law of Focus, The Law of Line Extension) talked about the dangers of needless expansion resulting in the main product or service being diluted in the long run. Pepsi put out "The Pepsi Generation" ads, positioning themselves as the soft drink of choice for those young or young at heart.Ģ. Researching what your competition does and how they became successful is beneficial, but use that advice to make yourself different from them, not the same.Įxample: Pepsi gained valuable market share from Coca Cola by turning their relative youth into a strategic advantage. Time after time, those companies realized that it didn't only end with them being further from the top spot, but it also resulted in someone below them catching momentum and overtaking them. There were several laws (The Law of Exclusivity, The Law of the Opposite, The Law of Attributes) that spoke on the perils of companies trying the same strategies that worked for their rivals, hoping it will yield similar benefits for them.
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