Creating new markets

You don’t have to compete in exactly the same market as your competitors. With imagination and effort you can create new markets that have less competition. You can take existing products and focus on non-traditional customers, or you can create new products for existing customers, or you can create new products for new customers.

Frequency – Examine carefully at least annually.

Key participants – Your team.

Strategy rating ***

Zipcar is a company that makes it possible for you to share a car. It offers you the benefits of car ownership without the inconveniences. It isn’t car rental in the traditional sense because you can use the car for much shorter periods of time. It isn’t car ownership because you don’t have to ...

Get The Strategy Book now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.