A TOTAL ORGANISATION APPROACH

Competitive Edge works closely with their clients to develop a total organisation approach driven by customer and market performance and expectations.

Often clients have industry knowledge and a separate culture that demands their input into both the approach and scoping of the project, as well as future directions and implementation of strategies.

The better the relationship Competitive Edge can build with clients, the better the result. 

Competitive Edge believes that getting out of a project and leaving the firm to implement it with the appropriate framework, strategies, personnel, etc., is just as important as getting into the project.  All recommendations and strategies are delivered in such a way to enable clients to proceed with complete independence and confidence.

Of course, we remain in contact and are always willing to assist with the implementation strategies and future growth aspirations and directions of the client organisation.

CRITICAL SUCCESS FACTORS IN MARKETING SUCCESS:

After 28 years of marketing consulting, we are able to document the critical success factors underpinning marketing success.

1. Market size & market segment volume estimates. These are essential to align with scale, vision, control, marketing control (patents) etc.  We always ask,  “Is there a gap in the market and a market for our client in the gap?”
   
   
2. A sound understanding of the organisation's core capacity & capabilities, now & in the future, to address market opportunities.
   
   
3. Establishment of a sound strategic product/service mix - Portfolio Analysis supported by a formally documented & aggressive marketing & business planning culture.
   
   
4. A thorough understanding of the operational marketing mix & strategies, especially Image, Brand, Positioning & Price, and a critical appreciation of the Web and Online Communication Platform.  This must be supported by an appreciation of competitive organisations, their positioning, brand & marketing strategies.
   
   
5. Development of an integrated communication platform that supports image, positioning & brand, & allocates resources accordingly, while driving customers to the bottom line.
   
   
6. Commitment to the Product Life Cycle concept, analysis & practice as a basis for constant change & product/service renewal.
   
   
7. A belief that the customer is the greatest asset - wealth creation versus cash flow.
   
   
8. A commitment to customer responsiveness (CRM).
   
   
9. A commitment to Relationship Marketing - cost of a sale approach.
   
   
10. Single desk marketing from a sound data base and distribution management system.
    
    
11. The ability to understand, identify & develop alliances & networks to assist delivery systems.
    
    
12. Communication skill development & a belief that “everybody sells”.
    
    
13. Effective " face-to-face" selling skills, including internal team selling, to maintain, retain & gain customers.
    
    
14. A sound business & accounting system that measures performance & strategic outcomes.
    
    
15. Market ready development of a business for succession & sale at any time.