Bellwether and Flockers -The G-POST market leadership status of a company

In Jon Ane’s G-POST, before the company approaches stage 8―Marketing Access-Mode Strategic Selection, it must define the state of the Product Market over the following parameters:

First, as pointed out, determine the life cycle phase of the Product Market. Second, state the leadership status of the company. Product Market life cycle and leadership go with typical formation. This formation is reminiscent of flocking birds’ V-shaped formation and its building up and breaking up process. But, instead of riding on Air-molecules, companies ride on Market-demand.

  V-shaped formation helps birds conserve energy. As each bird flies slightly behind the other, the air resistance reduces. Therefore, the leading bird, much like the bellwether in the head of the flock, suffers more from the elements on the way than other flock members, very much like companies. The first invests more energy than the followers to open the market, to create demands. According to the G-POST, there are two options when stating the leadership status of the company:

1. Bellwether: The Product Market kingpin.

The definition of Bellwether changes along the product’s life cycle stages. Largely, at the penetration phase, it would be the company that entered the market first. However, during the rest of the lifecycle stages, the “Bellwether” is the company that has the biggest market share and influence on the Product Market. Sometimes the battle is so close that you have more than one Bellwether, but that should be examined with a pinch of salt. (Jon Ane, The Rosetta Stone of Strategy.)

• Flockers: Companies that joined the Product Market after the Bellwether in the penetration phase and have a lower market share in the next life cycle phases.

Do make sure all tactics and means in use would create synergy with your G-POST. Or else you might jeopardise it all. For more information, visit Jon Ane, The Rosetta Stone of Strategy.

www.jon-ane.com/strategic-planning/187773/

G-POST STRATEGY TOOL – strategy – Do you know what strategy is?

Well, neither do they, thought they should! Jon Ane, The Rosetta Stone of Strategy.