Positioning of the company in the global marketplace – including price, product lines, marketing, and other factors that determine the company’s position – is constantly being challenged by the competitive battlefield. Not only the direct competitors – but clients, suppliers, local governments, etc.?
SPECIFIC ISSUES AND KNOWLEDGE NEEDED TO MAKE DECISIONS
- Can the company predict competitors’ actions of strategic changes of price, new markets, etc.?
- How is the company’s product perceived by the customer? How can the company change this perception by engaging strategic alliances, changing marketing/branding, or other ways of expanding the position?
- Decisions regarding sourcing, product development, etc. should be based on geographical, cultural, and potential sales analyses – what are the experiences of such analyses?
- Establishing subsidiaries, including foreign mergers and acquisitions.
- The challenge of being a big player in a small niche market, without any considerable influence on the market, which is affected by big companies that are placed in other parts of the value chain or have chosen another positioning in the market, e.g. cost-efficiency