"Strategy For Success: Focus On Being a Market Leader" in the Aug. 30, 1999 issue of VARBusiness generated some heated debate. VARs had questions: "Is it really safe to pursue a strategy of focused differentiation in a highly-dynamic marketplace? What are the tangible benefits of true dominance and how will we know when we've achieved that? How do you decide which markets to target? How do you know when you are focused enough? Or too focused? Tell us HOW you pursue market dominance."">
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Play to Win Your Space Race

By , CRN
December 08, 1999    1:57 PM ET

The Market Leadership article, "Strategy For Success: Focus On Being a Market Leader" in the Aug. 30, 1999 issue of VARBusiness generated some heated debate. VARs had questions: "Is it really safe to pursue a strategy of focused differentiation in a highly-dynamic marketplace? What are the tangible benefits of true dominance and how will we know when we've achieved that? How do you decide which markets to target? How do you know when you are focused enough? Or too focused? Tell us HOW you pursue market dominance."

Ask and ye shall receive. Today we bring you the first installment of a three-part series on why and how to pursue a market dominance strategy in a competitive professional services environment. And who better to lead it than the authority on this topic, Theresa Lina of Lina Group Inc., who we interviewed for the story that got all the buzz. Lina has developed a formula for achieving market dominance in highly-competitive professional services arenas. This seminar series will cover the following material:

Part 1: The Power of Being the Go-To Source

  • The danger of being a Me-Too
  • What it means to achieve Market Dominance
  • The advantages of being the Go-To Source The first step toward dominance: Carve out your unique market position in a focused market space

    Part 2: Placing Your Bets: The Art And Science of Market Selection

  • "Market Selection" as a new term and new way to think about how to approach what is currently often called "market assessment" or "market research"
  • You must eliminate before you can dominate: First decide what you're NOT going to do
  • A new way of segmenting your market, based on characteristics, as opposed to traditional breakdowns
  • A basic approach for finding the intersection between your strengths, market needs, market opportunities and competitor weaknesses

    Part 3: A Streamlined Approach To Market Dominance

  • A high-profile success story about using the power of focus to win a space race: The Apollo Space Program
  • Why Apollo is an inspirational model for this industry
  • An overview of the formula many firms have used to achieve market dominance
  • Some simple steps you can take right away to begin your journey toward dominance.

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