Não complicarás o que é básico. (parte II)

Continuado daqui.
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Don Taylor e Jeanne Archer no seu livro "Up Against the Wal-Marts" apresentam 10 estratégias de sobrevivência para quem está a competir pelos mesmos clientes que as grandes superfícies.
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As quinta e sexta estratégias são, também, velhas habitués deste blogue "5. Change the Value Perception" e "6. Position for Uniqueness."
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Acerca da percepção do valor destaco:
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““Competing on price alone is like putting your head in front of a shotgun… You’re just never going to win.” (Moi ici: It's the value, stupid... you cannot compete on price with Wal-Mart (B2C), or on cost with China (B2B))
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We agree with him, but that doesn’t mean that you can’t earn a profit by staying focused on what customers really want and need, and giving it to them. Hundreds of small independent owners just like you are finding ways to stay close on price, and making up the difference by providing a package of values that the giants can’t mach.” (Moi ici: recordando a história de David e Golias, Golias é mais pesado, mais lento, luta com as armas onde é forte e no terreno que melhor conhece e lhe dá vantagem)
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Acerca do posicionamento sublinho:
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“As we pointed out earlier in this chapter, positioning is the ability to match your uniqueness with the needs and wants of your target customers. This strategy is also known as “niche picking.”
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There are chinks in the armor of the giants. By positioning your business well, you can carve out a section of the market where you are able to deliver better than your competitors.
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To position effectively, you must be different, stand out, and be memorable. You aren’t Wal-Mart, so don’t try to be just like it. Study its success, learn from it, but position your business in those areas where the megastores can’t compete effectively with you. Look for areas where you can say “We’re better because…"”