Strategic Market Services

For established, advance stage companies that are confronting mature steady state markets, the typical marketing emphasis is on traditional marketing activities. The ecosystem supporting mature markets and traditional marketing is vast.

On the other hand, for early stage companies, or those advance stage companies which find themselves confronting emerging markets, the Steady State  model doesn’t work, and its supporting ecosystem can do nothing for you. What is required is an investment in strategic marketing activities which focus on:

 
Market MetaSpace™ Analysis

 
Target Market Definition

 
 Value Proposition based Product Management

BlueCat Group is your resource for Emergent Market Strategy services.

 
 
 

 

 

The BlueCat approach to market analysis provides an understanding of the underlying dynamics of the market not just a static snapshot.

To learn more about Market MetaSpace Analysis, click here

Defining the target market entails defining a the market position recommendation and building it out by developing a number of key marketing assets. These include:

 
An articulation of the Market Position recommendation, and supporting business case, that clearly identifies the "Secret Sauce", the core product and market differentiation, and that is fully comprehensible to both the marketing and engineering constituencies of the client organization.

 
Comprehensive Scenarios and Use Cases which illustrate the basis for  market position validation

 
Core market messaging themes.

 
Positioning messages specific to key strategic partners.

 
Product roadmaps and MRDs for initial products.

By contrast with traditional, steady state “Data Sheet based” product management, emerging markets demand a style of product management that incorporates a top down point of view.

To learn more about Value Proposition based Product Management, click here

Traditional marketing activities are designed to support, but not directly contribute to, the mission critical activities of companies competing in Steady State markets. This supporting role consists primarily of:

 
Outbound Messaging & Public Relations

 
Lead Generation

 
“Data Sheet” based product management

In Steady State markets, the customer value chain is well documented, the product value proposition is known. Entrants in these markets jostle for market share. Innovation is limited to incremental feature modifications, and is a purely tactical tool. Bottom up thinking prevails in product planning. Strategic focus has long since shifted from techno-market centric thinking to financial and operations centric thinking. Companies considering entry into a Steady State market must assess the financial and execution strengths of the current market occupants, and consider their ability to overmatch those strengths. Considerations of technological advantage are secondary.