TEDxBayArea2011.8.17---Steve Wunker:抓住新的市

TEDxBayArea2011.8.17---Steve Wunker:抓住新的市場

TEDxBayArea - June 2011 - Steve Wunker - CAPTURING NEW MARKETS
New markets drive growth. Eight percent of today's U.S. economy stems from industries that did not exist 20 years ago. Even in established industries, new markets have propelled the success of firms as diverse as Green Mountain Coffee, Enterprise Rent-A-Car, and Netflix. Procter & Gamble, Apple, Google and five other Fortune 10 firms owe much of their growth to creating a succession of new markets, from fabric softener to the iPad. In the context of an economy marked by turbulence and change, new markets look set to become an ever-increasing component of corporate and economic growth.
The traditional strategy toolkit is poorly suited to cracking new markets. Market share, competitive benchmarking, margin trends, and other classic approaches accomplish little when the customer, nature of demand, product, sales channel, and extent of competition are all uncertain. In new markets, companies need to prioritize:

· Generating demand

· Timing market entry appropriately

· Direct customer contact

· Winning in targeted footholds

· Retaining flexibility

In this talk, business strategist Stephen Wunker will explore how strategies for new markets diverge in fundamental ways from traditional approaches, and what practical steps companies can take to act quickly on these insights.



TEDxBayArea - 2011年6月 - 史蒂夫Wunker - 抓住新的市場
新的市場驅動增長。八％的今天的美國經濟是源於行業，不存在20年前。即使在建立產業，新市場的成功推動了企業的多元化的綠山咖啡，企業租來的汽車，和Netflix。寶潔，蘋果，谷歌和五等世界10家公司欠他們的大部分增長創造一個繼承的新市場，從面料柔軟劑到iPad。在經濟方面的特點是動盪和變化，尋找新的市場將成為一個不斷增加的組成部分，企業和經濟增長。
傳統的戰略工具包是不適合破解新的市場。市場份額，競爭標杆，保證金的趨勢，等經典方法完成小當顧客，自然的需求，產品，銷售渠道，競爭程度都是不確定的。在新的市場，企業需要優先考慮：

·發電機的需求

·計時進入市場的適當

·直接客戶聯繫

·勝出有針對性的立足點

·保持靈活性

在這次講座中，企業戰略家斯蒂芬Wunker將探討如何尋找新的市場策略，從根本分歧的方式，從傳統的方法，以及如何採取實際步驟，企業可以迅速採取行動對