Nokia, a manufacturer of rubber wellington boots, looked for a category that was such an early stage of development that every supplier was a beginner and began to make mobile phones i.e. Long established telecoms suppliers had no real advantage over new entrants.
It seems to me that we have now arrived at another 'Nokia moment' - a time when everything is changed, changed utterly, a time when the rules of the business game have so changed that all suppliers are at square one, demand is new, money has a new value, the consumer is more discerning, competitive set is different......
Opportunities abound for suppliers who treat this as a new market, re-identify consumer need, re-assess offering vs. available competition, re-evaluate routes to consumer, and especially trade partnerships i.e. time to re-evaluate product portfolio, customer portfolio and market match both brands and customers vs. latest consumer need.....
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