The significance and necessity of strategy in times of a dynamic and disruptive market environment with increasing structural change is greater than ever before. Building on this and in order to find the right solution for tech providers, a number of strategic factors in the company’s environment need to be taken into account, thus guaranteeing lasting competitiveness. We are happy to advise you in the areas of company strategy, marketing and sales strategy, digital & agile transformation concerning market requirements, strategies for portfolios, products, and brands as well as market entry and competitive strategies.
With the Market Strategy Excellence approach, Homburg & Partner provides tech companies with a simple guideline on how to systematically develop your market-oriented strategy in six modules. These modules include strategic concepts and instruments proven in practice which facilitate developing such strategies.
To begin with, we examine your company and its environment comprehensively using the “5C Model” before conducting an analysis using primary surveys and secondary data. The current situation is presented by contrasting customers, the competition, channels as well as country-specific factors with one’s own company.
During the explorative phase we assess the facts and trends previously identified using an estimation procedure and then extrapolate these in the shape of market potential and annual growth rates among others. Estimations by IT experts or the results of market studies can provide the foundations for these. We thus identify potential growth sectors in all areas of the 5C Model specifically for you.
We then interpret the results of our descriptive analysis and project trends. Using a SWOT analysis, we comprehensively compile and systematically contrast strengths and weaknesses as well as opportunities and threats as factors which can influence your company’s success. Based on this, we can determine strategic potentials with internal and external relevance for success.
The findings collected during the first three modules are then compiled in a “House of Strategy” to present a target situation and produce strategic principles. Within the strategy house we then derive specific recommendations for action from the SWOT matrix based upon which you will be able to strategically position your company for the future.
There is a last step to successfully complete developing a strategy and to guarantee a clearly controlled implementation thereof. To do so, we use a guideline to translate the strategic principles into operative measures and develop areas of activity which are then broken down into specific individual measures.
Finally, we initiate a control process which runs through all modules and tests the effectiveness and validity of the development and implementation of the strategy – an element neglected frequently in business practice despite its great importance. This strategy control functions as an ongoing means to measure target attainment, while important measured values such as sales, growth rates or installed base serve as KPIs.
Homburg & Partner can look back upon many years of experience in using the MSE approach to efficiently connect external opportunities in the tech sector with customers’ internal resources and to successfully develop market growth strategies for tech companies active in a purely domestic or international context.
Do you have questions or wish to discuss a topic? Then please contact our experts Dr. Michael Scholl and Dr. Michael Marquardt.
