Na Age of Diverse Markets o monolitismo do mercado desfaz-se, e o uso de médias começa a ser contraproducente dada a variedade de clientes, ofertas, preços e processos.
"In the past, managers needed only aggregate metrics, while today, they need to understand the relationship between revenue and cost for literally every product sold to every customer every time....The biggest problem in business today is that all too many managers are not embracing the Age of Diverse Markets success elements that will enable them to prosper. Instead, they are doubling down on tactical innovations and tuning up old practices from the Age of Mass Markets—usually with diminishing results."
O meu velho exemplo da média do mercado ser laranja, mas ninguém comprar laranja. Metade compra amarelo e metade compra vermelho.
Na Age of Diverse Markets, e aqui voltamos ao ponto que está na base do nosso trabalho há muitos anos:
"The key to success in the Age of Diverse Markets is choosing your customer. [Moi ici: Quem são os seus clientes-alvo?] This has three imperatives:
- Choose: Define a defensible strategy that your company can dominate, choose the customers who fit, and say no to those who do not.
- Align: Identify and build the capabilities that will enable your company to achieve high sustained profitability with your chosen customers in your target strategic group (that is, the set of firms pursuing the same strategy), and focus your resources to quickly excel in your strategic direction.
- Manage: Develop your organization so your managers can seamlessly coordinate to identify and support your chosen customers, and to meet their diverse and rapidly evolving needs."
Trechos retirados de “Choose Your Customer: How to Compete Against the Digital Giants and Thrive” de Jonathan S. Byrnes
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