Which One Are You? Which One Do You Want To Be?

According to Arthur D. Little consulting firm, a business can occupy one of the five vying categories in a target market:

  • Weak: this business has unsatisfactory performance but an opportunity exists for improvement and it must change or or exit the target market.
  • Tenable: this business is performing at sufficiently satisfactory level to warrant continuing in business, but it exists at the sufferance of the dominating company and has a less than average opportunity to improve its position.
  • Favorable: this firm has a strength that is exploitable in particular strategies and has more than average opportunity to improve its position.
  • Strong: this business can take independent action without endangering its long-term position and can maintain its long-term position regardless of competitor’s actions.
  • Dominant: this business controls the behavior of other competitors and has a wide choice of strategic options. This is what Little calls as the Alpha Brand.

    Where is your company now? Where do you want it to be?

    Source: http://www.marketingteacher.com/lesson-store/lesson-a-d-little.html

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