opportunity 15 of 150 A key to effective marketing, and certainly to cost effective strategic planning in marketing, is knowing exactly who to focus resources on – or in other words – who the target audiences are. Most businesses have a number of target audiences – each with its own challenges and opportunities. I am […]

opportunity 15 of 150 A key to effective marketing, and certainly to cost effective strategic planning in marketing, is knowing exactly who to focus resources on – or in other words – who the target audiences are. Most businesses have a number of target audiences – each with its own challenges and opportunities. I am fascinated by the obsession that many businesses have with their competitors. I often find that business people are not happy until they are doing better than their competitors. Some even use the performance of their competitors as a rationale for their lack of performance. I often hear comments such as: We are doing better than … No-one is getting the sales right now We cannot compete with … The fact is, while the competition must be understood and taken into consideration in the strategic planning process – competitors are not the issue. The issue is…