Adapting and Growing your Business
Posted by Frank Mallon on November 13, 2009 | No Comments
What market defines your industry? The answer to that question has a strong influence in identifying the dominant drivers to lead business decisions that serve the basis of building long-term stability and maximizing your profitability. Should you seek to differentiate your product, should you look to compete by aggressively pricing your product, should you look to make capital investment in cutting edge technology to keep ahead of your competition? The correct answer to each of these questions depends on the market your industry functions within.
While it would appear that each of the questions noted here have a simple answer, in actuality the answer varies based on the industry the business functions within. For instance, if you are one Firm of very many who are competing in your industry you may need look to diversification of your product to gain any advantage in controlling the price your product can command in that market.
To the extent that technology may be essential to provide you the ability to diversify your product, decisions to make investment in cutting edge technology make sense. However, if the ability to diversify is better accomplished through effective R&D, or marketing efforts, then your money would be far better spent by investing in those services rather than in new technology.
If you are one of very few firms competing in your industry then gaining and keeping market share is critical. You can not afford to allow your competition to gain a productive advantage over you whether that advantage is through efficiency, utilization, or unique manufacturing capability. That said, it is imperative you maintain your stock of capital assets in a highly productive and technologically advanced state. While it is not necessarily a requirement to remain on the cutting edge of the technology, you can not afford to allow your capital asset base to become disadvantaged by age or lack of new technical capabilities that are enjoyed by your competition.
The best strategic business decisions are made when taking into account not only knowledge of your individual Firm, but also by understanding what role your Firm currently plays in your industry and what potential there is to improve that role within the industry. Decisions leading to the improvement of a Firm’s position within its industry lead to greater long-term stability and profitability for the Firm.






