From the HBR readings this week, there could be three main strategies that fit emerging markets (Khanna, Palepu, and Sinha): (1) adopt your business model; (2) change institutional context; (3) stay away from the market. And I will choose the strategy of "changing institutional context" as a result of my social enterprise. I cannot stay away from the issue because I see the social need of changing it. I would rather not adopt business model, because if I also want to be driven by heavy drinking business culture, what is the point? Right?
But how? From the article called "Market Segmentation, Target Market Selection, and Positioning" by Sarvary, I need to: (1) analyze market segment, (2) select my target market, (3) do my own positioning, and (4) differentiate my product or service by product, price, or place.
I could possibly have three types of customers: individuals, family, or business entities. From them, "family" will be my target market. There can be other family counseling services or father school training for male employees to be a better father and husband. So, I need to differentiate my business with heavier emphasis on drinking business culture.
In order to do that, I plan to use the graph below (Source: Competitor Analysis: Understand Your Opponents (Marketer's Toolkit: The 10 Strategies You Need to Succeed (Harvard Business School Press), 2006)). I will make a similar competitor positioning analysis for myself later with current opponents in the market. My possible x-axis or y-axis could be: whether it deals with the current drinking business culture; whether it is family-oriented counseling or individual counseling; price-line; location... That is going to be exciting!
What would be your competitor analysis if you are to use this competitor positioning model??
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