What is Market-Driving Strategy?
(As published in BusinessWorld Wealth Manager Section, Feb. 15, 2010) Without a market-driving strategy, a marketing plan focusing solely on the served market is incomplete as it risks losing the underserved or unserved markets (sometimes even bigger than current customers) to other competitors. Thus, market-driving strategy should be viewed as a source of innovation and growth for old businesses as well as a new and major revenue source of firms. Market-Driving Strategies are strategies that embrace innovative changes in the logic of industry and business system to grow its profit and industry’s demand from underserved and unserved markets. There are two important things to take note of here — value proposition and value chain. Value proposition is the benefit that consumers and customers derive from owning and using the products or services. Value chain, on the other hand, defines how the individual activities required to create, produce and deliver value fit together in the total b
