STRATEGIES
>> Overview
WCP helps clients develop strategies at points of market entry, growth or shift and maturity. Strategies are designed in the context of current and the expected future of the market as well as the capabilities and long-term objectives of the client organization and its partners.
We develop Market Strategies that consider
- Corporate issues of branding, positioning and partnering
- Marketing issues of market education, segmentation and demand creation
- Channel and direct sales issues of distribution, territories, compensation, channel management, dealer programs, co-op programs and customer communities
- Product marketing including pricing, packaging, testing, launch, collateral
customer support as it relates to setting and fulfilling customer expectations and creating loyalty
- Communications for promotions including advertising, public relations, news and information, entertainment and engagement using traditional and on-line capabilities
In all our planning and execution work, we align our client’s values and purpose with the interests of the stakeholders it serves. We use more than financial return as a core consideration to product development, marketing and sales programming. We look for innovative ways to deliver and measure ‘compensation’ in the context of social and environmental interests, while still accomplishing significantly rewarding financial performance as well.
At start up, we often help clients develop a comprehensive company strategy that includes the organization’s governance and operations. This work articulates the company’s value and differentiation and may be applied to investor or other funding partnership recruitment.
At other times companies work with us to examine only a particular functional area. Either approach (comprehensive or functional) influences the other. Good strategies are neither volatile nor static, but pulse in a healthy way with the dynamics of their people and markets to allow for change and adaption while not losing focus.
Our strategy topics described further in this section lend nicely to function-specific assignments. As a kick-off for this work, we typically encourage a workshop to engage team members around the issue. We offer strategy services in various formats including individual counseling, facilitated team meetings, workshops, on-going product/market counsels, function-specific planning and market testing.