7 Tactics to Put in Motion to Sustain Your Market Position

7 Tactics to Put in Motion to Sustain Your Market Position

A competitive advantage is hard enough to create; it’s even more difficult to keep.
 

It’s inevitable. Once you carve out your uniqueness in the market, the “competitive hordes” see it and copy what they like.

Everyone loves benchmarking the best, so once you step out and lead the pack, expect others to dissect what you’ve done and pick out their favourite morsel.

There is no preventing this. It’s one of the few things in business that CAN be predicted with certainty.

Once you’re “done” your work, it’s not over. You have to keep your feet moving.

You need to put in motion actions that will sustain your market position - these 7 tactics will help:
 

1. Monitor the execution of your strategy monthly. Be obsessed with your performance. Dig into the revenue numbers. If you fall short, determine EXACTLY why. And then take immediate action to resolve (and monitor that).

2. Assess the value you provide. Is your value proposition still relevant? Are you continuing to address a real compelling need your target customer group has expressed? 

Many companies have died by becoming complacent and assuming they continue to be relevant. They see margins decline and see it as a cost problem. It rarely is. It’s a revenue problem. They slash and burn their organization but spend no time assessing relevance. They often cut out service and marketing capabilities that are sorely needed to rebound.

3. Create a strong social media presence to monitor what people are saying. Act immediately on any concerns raised over your performance.

4. Test your competitive claim with both customers and employees. Successful organizations have a clear statement of how they are different than their competitors. They answer the question “Why should I buy from YOU and not your competition?” in a compelling way. 

Your positioning statement must meet the test of “Is it relevant?” (does it continue to address the high priority needs of the target group) and “Is it true?” (do you actually do what you claim?).

5. Stay close to your main competitors. Their actions in the market are useful in assessing if there are actions you need to take to sustain your momentum. Look for any activity they have had with your customers.

6. Continue to bear down on delivering memorable experiences for your customers. Competitive advantage is more about how people FEEL about you than the cleverness of your product. 

“Emotional” experiences produce unforgettable memories which translate into your customers never wanting the exit door to find someone better.

7. Review your marketing plans and programs to ensure you are moving inexorably to “ME” and away from flogging to the masses. A focus on the individual drives you to create unique solutions for them personally. Catering to the masses dilutes your customer attention rate and your brand; heroes for people earns the right to do business with them for a long time. 

Keep the move to “ME” going!

Roy Osing
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Roy Osing is a former President and CMO with over 33 years of leadership experience covering all major business functions including business strategy, marketing, sales, custom ... Click for full bio

How We're Investing in the Search for a Cancer Cure

How We're Investing in the Search for a Cancer Cure

Written by: Frank Jennings, Ph.D., Portfolio Manager

I hate cancer.


I’ve lost one too many friends to this insidious disease and I’ve made it a priority to be part of the effort to find a cure for it. Every day, I draw motivation from the people I’ve lost in my work as Portfolio Manager of Oppenheimer Global Opportunities Fund.

I may not be a doctor or medical industry professional, but the work my team and I do has brought us to the front lines of the ongoing fight against cancer. The Fund’s guiding philosophy is to invest in emergent growth companies that we believe have the potential to grow into large, highly profitable businesses.

Our search for these types of companies has given me renewed hope that we are closer than ever to finding a cure for one of the deadliest scourges humanity has ever known.

OppenheimerFunds’ Role in the Fight


Oppenheimer Global Opportunities Fund invests in a number of pharmaceutical and biotechnology companies that are developing breakthrough drugs that can potentially treat the disease more effectively without debilitating side effects, make it easier for patients to manage pain, and possibly even lower the cost of treatment.

The cutting-edge therapies that are in development may even pave the way to the ultimate goal – a cure for all forms of the disease. Of course, one glance at the National Cancer Institute (NCI) website is all it takes to remind us we’re in a fight that often feels like an uphill race against time.

At some point in their lifetime, nearly 40% of the population will be diagnosed with cancer, according to the NCI. Last year in the United States alone, 1.7 million people received this dreaded news from their doctor, while nearly 600,000 people succumbed to the disease.1

These statistics certainly make it fair to ask why I’m so optimistic about the future of cancer treatment and the potential for a cure.

Well for starters, just consider that geneticists have finally mapped the entire human genome. Today, 100 million people have had their genomes mapped, which has enabled us to confirm, for example, that there is a particular gene mutation that places some women at a high risk of developing breast or ovarian cancer at some point in their life.

This is important on several fronts. First, it allows doctors to know beforehand whether or not a cancer drug will work on a patient due to the genetic makeup of the cancer. This means fewer drugs will be prescribed inappropriately. It may even help bring promising new treatments to market faster.

By knowing a cancer’s genetic makeup, drug trials can be conducted only on people with a high probability of success. In turn, this will result in less money wasted, better outcomes for patients, and ultimately, faster approvals by the U.S. Food and Drug Administration (FDA) and other international regulatory bodies.

The Biotechnology and Pharmaceutical Companies We Believe In


One of the largest holdings in the portfolio is in a company that develops and markets therapies that mimic a person’s own immune system to fight cancer. This particular company, which is headquartered in the U.S., recently developed a new antibody-drug conjugate (ADC) technology that allows its medications to attack cancer cells with fewer side effects than chemotherapy.

This firm has a number of innovative cancer medications at its disposal – including therapies for treating various types of lymphoma. The company continues to sign partners onto its proprietary ADC technology, and we believe it is well-positioned to earn millions in royalties over the long term, making it an attractive acquisition target for larger drug makers. 

There are a number of European pharmaceutical and biotech firms in the portfolio as well, including another company that specializes in immunotherapy – which seeks to boost the body’s immune system to fight off cancer.

Analysts have predicted this company’s treatment for multiple myeloma has blockbuster potential. And although the drug is primarily used to fight blood cancer, there are signs that it could also work against solid tumors as well. Now beyond the “cash-burning stage” that afflicts most drug makers at some point, this company is on track to becoming a mature biotech firm that’s positioned for strong overall sales and steady royalty income in the near future.

Over the last five years, shares of this company have climbed more than 2,000% and we see potential for continued strong future growth.

How the Cancer Fight Aligns with My Investment Philosophy


I believe companies have a lifecycle – just like people do. There’s a beginning, adolescence, prime years, and an eventual decline phase. Companies usually begin as entrepreneurial ventures powered by the spirit of a startup. If they’re successful, they gradually mature into corporate entities and can enjoy an extended run of success. The decline phase typically takes root when companies get too big and bogged down by bureaucracy, regulation and saturated markets.

The Fund seeks to invest in businesses that still have exponential growth ahead of them. I’ve been excited to discover that there are quite a few companies like this at the forefront of the fight against cancer. Investing in these types of companies within the Oppenheimer Global Opportunities Fund can help clients achieve their desired investment outcomes, which is my top priority as a portfolio manager.

Combining this core mission with my personal desire to see cancer eradicated is one of the most gratifying parts of my job.

Learn more about how we think about investments differently, visit challengetheindex.com



Foreign investments may be volatile and involve additional expenses and special risks, including currency fluctuations, foreign taxes, regulatory and geopolitical risks. Emerging and developing market investments may be especially volatile. Eurozone investments may be subject to volatility and liquidity issues. Investments in securities of growth companies may be volatile. Mid-sized company stock is typically more volatile than that of larger company stock. It may take a substantial period of time to realize a gain on an investment in a mid-sized company, if any gain is realized at all. Fixed income investing entails credit and interest rate risks. When interest rates rise, bond prices generally fall, and the Fund’s share prices can fall. Below-investment-grade (“high yield” or “junk”) bonds are more at risk of default and are subject to liquidity risk. Diversification does not guarantee profit or protect against loss.

Mutual funds and exchange traded funds are subject to market risk and volatility. Shares may gain or lose value.

These views represent the opinions of OppenheimerFunds, Inc. and are not intended as investment advice or to predict or depict the performance of any investment. These views are as of the publication date, and are subject to change based on subsequent developments.

Carefully consider fund investment objectives, risks, charges, and expenses. Visit oppenheimerfunds.com or call your advisor for a prospectus with this and other fund information. Read it carefully before investing. 

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