The dance has been choreographed yet it will be performed by multiple dancers. How does an individual dancer stand out and make that dance their own while remaining true to the original choreography? 

This is the heart of marketing, making your company to shine in an industry full of competitors where you are all subject to the same established marketplace variables.


How are your company’s offerings received?  Is there a need for a new product/service in the marketplace? How are today’s market variables changing?

To ensure success you must anticipate immediate, intermediate, and long-term marketplace needs.

It is not enough to know your industry and all the marketplace variables, you must have a clearly defined goals. This requires conducting deep segmentation of your total potential customer base to hone it until you know who your customer is and what their purchasing motivations are. 

In developing sound strategies for the deployment of new products/services, you must include strategies for acquiring precision metrics to assess your effectiveness in engaging your target customer base.

Lastly you should conduct ongoing contact with your customers through both service after the sale (customer support) and through other identified deepening activities such as social-media campaigns/in-person events and customer loyalty programs.  

  I am a systems analyst with a lifetime of practical and professional marketing strategy experience.  I can help your company develop Go-To-Market strategies which will increase your market share and ensure your ongoing success.   

When looking at how to best differentiate your offerings from those of your competitors (in an over-saturated marketplace) you need to adopt a client/customer-centric strategy that embraces the development of long-term relationships by providing opportunities for ongoing experiential contact.    

As individuals, we are constantly seeking ways to differentiate ourselves from those around us. Some people seek approval and recognition for their individualism while others do not.

This means the old standards for market segmentation are being replaced. The new standards dive much deeper into personal preference and individual psychology as key indicators in useful demographic data. 

Lastly the marketplace is constantly changing. Somethimes these changes are rapid and require agility in the marketplace.

Musical instrument manufactoring is a perfect example of an industry with an extremely complex set of marketplace variables (PESTLE). From the Lacy Act (endangered wood import and export laws) to the oversaturation of the marketplace with options (product confusion); there's also further fragmentation of the marketplace due to the size of the pre-owned instrument market (person to person sales).
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