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Add You - Divide and Conquer
The rules in franchising are said to be helping the consumers, but that is not factual. The rules in franchising are to put up barriers to entry and help the status quo and allow franchise attorneys to siphon money from the very lucrative industry sector. Of course generally no one wishes to admit these issues, it is so
Monolithic M
The growth rate of e-commerce or shopping on the Internet has been exponential. And with the phenomenal growth, competition has become very intense and is now literally only a mouse-click away. What this means is that if you do not use some strategic thinking and planning with your e-commerce, someone else will be taki
In a military war, hills or mountains are usually considered strong positions, especially useful for defense. In a marketing war, management people often refer to strong positions as “high ground.” So it seems appropriate to use the mountain as a key concept in marketing warfare.
But in warfare, a mountain can be either occupied or unoccupied. Tissue Mountain, for example, is occupied by the brand Kleenex. Ketchup Mountain is owned by Heinz. Computer Mountain by IBM.
Some mountains are being strongly contested. Cola Mountain is partially occupied by Coca-Cola, but is under heavy attack by Pepsi-Cola.
When a customer uses a brand name in place of a generic, you know the mountain in their mind is strongly held. When someone points to a box of Scott tissues and says, “Hand me a Kleenex,” you know who owns the Tissue Mountain in that person’s mind.
Who owns the automobile mountain in the United States? Many years ago Ford did. But Ford got torn apart by the segmentation strategy of general Motors.
So today Chevrolet, Pontiac, Oldsmobile, and Buick each own different segment of the automotive mountain, with perhaps Cadillac in the strongest position as the owner of the high-priced luxury segment. (Today people will use the name Cadillac as a synonym for a high-quality product.”) As a result of its five strong independent positions, General Motors owns the dominant share of the U.S. automotive market.
Monolithic M
The success anyone will have in freelance will depend not on luck, not necessarily determination, but just the simple belief that the day will come where you realize that yes, you can make a living doing it. Let me explain. What is a freelancer’s primary fear when first starting out on their own? Finding some
But in warfare, a mountain can be either occupied or unoccupied. Tissue Mountain, for example, is occupied by the brand Kleenex. Ketchup Mountain is owned by Heinz. Computer Mountain by IBM.
Some mountains are being strongly contested. Cola Mountain is partially occupied by Coca-Cola, but is under heavy attack by Pepsi-Cola.
When a customer uses a brand name in place of a generic, you know the mountain in their mind is strongly held. When someone points to a box of Scott tissues and says, “Hand me a Kleenex,” you know who owns the Tissue Mountain in that person’s mind.
Who owns the automobile mountain in the United States? Many years ago Ford did. But Ford got torn apart by the segmentation strategy of general Motors.
So today Chevrolet, Pontiac, Oldsmobile, and Buick each own different segment of the automotive mountain, with perhaps Cadillac in the strongest position as the owner of the high-priced luxury segment. (Today people will use the name Cadillac as a synonym for a high-quality product.”) As a result of its five strong independent positions, General Motors owns the dominant share of the U.S. automotive market.
Monolithic M
We are right in the middle of the winter season. Everywhere it’s snowy and cold. People remain confined to their homes or offices wearing their favorite sweater and other woolen accessories to stay warm through out the day. Some prefer bonfire which is kindled in their garden or even in the confines of the living room. A
Some mountains are being strongly contested. Cola Mountain is partially occupied by Coca-Cola, but is under heavy attack by Pepsi-Cola.
When a customer uses a brand name in place of a generic, you know the mountain in their mind is strongly held. When someone points to a box of Scott tissues and says, “Hand me a Kleenex,” you know who owns the Tissue Mountain in that person’s mind.
Who owns the automobile mountain in the United States? Many years ago Ford did. But Ford got torn apart by the segmentation strategy of general Motors.
So today Chevrolet, Pontiac, Oldsmobile, and Buick each own different segment of the automotive mountain, with perhaps Cadillac in the strongest position as the owner of the high-priced luxury segment. (Today people will use the name Cadillac as a synonym for a high-quality product.”) As a result of its five strong independent positions, General Motors owns the dominant share of the U.S. automotive market.
Monolithic M
Do you want to make more money at your job? Most people do, but don't know how to get a raise. Here are 7 practical tips that you can use now to get the raise you want and deserve:1. Know your company’s policy and schedule. Most companies have strict cycles when they approve raises. What is the raise cycle in yo
Who owns the automobile mountain in the United States? Many years ago Ford did. But Ford got torn apart by the segmentation strategy of general Motors.
So today Chevrolet, Pontiac, Oldsmobile, and Buick each own different segment of the automotive mountain, with perhaps Cadillac in the strongest position as the owner of the high-priced luxury segment. (Today people will use the name Cadillac as a synonym for a high-quality product.”) As a result of its five strong independent positions, General Motors owns the dominant share of the U.S. automotive market.
Monolithic M
Motivate Employees – Employees work precisely to earn. But since their income is fixed month after month, any words of encouragement will not spark additional interest to them. That is why businesses formulate good incentive programs for employees to make sure that the full potential of every employee is being utilized.
Monolithic Mountain are being fought over and cut up into segments, each owned by a different warlord. This long-term trend is likely to continue well into the twenty –first century.
The original owner has a choice: extend or contract. Faced with an enemy that attempts to segment the market, a company can extend its forces to try to control the entire territory, or shrink them to protect home base.
The owner’s instincts are usually wrong. Greed encourages a brand leader to extend its forces to try to control all segments. Too often everything is lost in an effort to protect a small portion of the mountain. As Frederick the Great once said, “He who attempts to defend everywhere defends nothing.”
Is there no defense against a competitor who attempts to segment your mountain? Fortunately for the big companies of this world, there is. More on this strategy in the chapter on defensive warfare.
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