Strategia marki i strategia rozwoju firmy

Strategia wizerunkowa a efektywność rynkowa firmy

Wizerunek to zestaw skojarzeń i rynkowa opinia jaką ma otoczenie o firmie i jej ofercie. Każda firma, każda oferta ma swój unikalny wizerunek. Od tego jak jest

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on ukształtowany i zarządzany zależy sukces rynkowy firmy. Wizerunek marki ma wpływ na wzrost efektywności rynkowej, pozwala na rozszerzanie działalności na nowe rynki, rozwijanie porfolio ofertowego i docieranie do nowych grup klientów oraz wpływa na wartość firmy. CODES świadczy usługi w nastepującym zakresie:

Strategia kształtowania wizerunku firm i produktów

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Wykorzystanie wizerunku do realizacji celów i strategii biznesowych

 

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Wizerunek firmy lub produktu stale się zmienia. Wynika to ze zmian na rynku, działań konkurentów,

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oczekiwań konsumentów oraz sposobów i efektywności działania firmy. Bez stałego monitorowania niemożliwa jest kontrola i zarządzanie wizerunkiem, co może mieć bezpośredni wpływ na rezultaty biznesowe. Oferta CODES pokrywa cały zakres działań związanych z: programowaniem i opracowywaniem nowego wizerunku (branding), doskonaleniem wizerunku (repozycjonowanie) oraz zmianami wizerunku (rebranding).

Strategia wizerunkowa: zakres realizacji opracowań

W konkurencyjnej gospodarce, gdzie klienci i konsumenci mają możliwość wybierać oferty od wielu dostawców, wizerunek nabrał szczególnego znaczenia. Ci, którzy nie zarządzają swoim wizerunkiem najczęściej zmuszeni są do walki o klienta ceną, a to wpływa na wysokość marż i rentowność biznesu. To zintegrowana strategia markatingowa ze strategią biznesową. Każda oferta, każdy produkt, każda usługa ma swój wizerunek. Dlatego zagadnienia związane z kształtowaniem i zarządzaniem wizerunkiem obejmują:

  • Wizerunek firm i przedsiębiorstw – Corporate Identity
  • Wizerunek grup i holdingów –

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    Group Identity

  • Wizerunek produktów i usług – Brand Identity
  • Wizerunek portfeli marek – Brand Architecture

Wykorzystanie wizerunku do celów i strategii biznesowych

Strategie wzrostu opierają się na poszukiwaniu lub tworzeniu nisz rynkowych, w których firma może zająć dominującą pozycję konkurencyjną. Kluczowymi elementami sukcesu unikalna strategia rynkowa, to znaczy zajęcie rynku o dużym potencjale wzrostu, zbudowanie kompetencji pozwalających na uzyskiwania na nim ponadprzeciętnych marż oraz zbudowanie i utrzymanie przewagi konkurencyjnej przez długi czas.

Strategia rynkowa: zakres realizacji opracowań

W zależności od rodzaju prowadzonej działalności i podejmowanych inicjatyw biznesowych wyróżniliśmy następujące strategie rynkowe, których kombinacja może składać się kompletną strategię ponadprzeciętnego wzrostu holdingu lub spółki:

Zarządzanie i strategia rynkowa firmy w oparciu o

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poszukiwanie i utrzymywanie przewagi konkurencyjnej tworzą potencjał rozwoju. Stosowane przez nas narzędzia pomagają firmie odkryć i wykorzystać ukryte zasoby, odrzucić nieefektywne inicjatywy i skoncentrować się na budowie konkurencyjności a następnie przewagi konkurencyjnej. Metoda naszego działania sprawdza się, niezależnie czy jest firma o wąskiej ofercie, holding,  czy przedsiębiorstwo o bardzo szerokim portfelu ofertowym lub portfolio marek.

Zintegrowana strategia rynkowa i strategia marki to kompletne podejście do budowania trwałej przewagi konkurencyjnej.