Marketing Strategy

The Right Sized Fish for the Rock Pool

Any marketing text book will tell you that good marketing strategy is based on clear market focus, and so it is! But in the technology business things are never quite so simple. In this episode we ask you to consider if you have chosen your target market well, or if you should diversify or retrench. We hear the story of one marketeer who, despite following the rules, still cost his company a million bucks. So our questions today are:

• Are you the right sized fish for your rock pool?
• Are you big enough to starve, or small enough to be a tasty snack?

Published - December 2008

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