OVERCOMING THE INHERENT FEAR OF BIG SIZE CORPORATES!

While this is justified, I believe the greater fear is our perceptive inability that we cannot afford or do not have the skills to innovate constantly, and so once again “SIZE is considered to be the dominant force because of their PAST”.

There is no intention to convince you here that we can beat and write off “big business”, because the market leaders have got to their position because they have understood the processes required to innovate and grow; BUT we also know as above that their erstwhile linear “advantages are diminishing”. They are exiting areas and consolidation is always reducing their numbers.

Fragmentation and segmentation are the principal indicators of the growing Non Linear behavior of consumers, markets along with the variable sources for added value and customer access. For big business:

a) The cost of sustaining a Brand value is consistently rising.

b)  Efforts to extend Big brands for new products and new segments have more cases of failure than success in recent decades. We now see big companies choosing new brand names to enter new product or service segments. “This reduces the perceptive disparity between big brands and smaller entrants”

c)  Important: The fragmentation of markets keep diluting the bigger brands' acceptance, and forces brands to CHOOSE THEIR SEGMENT. With segmentation always increasing “we can say that over the medium term most big BRANDS will be vacating more segments than they previously occupied! They have to keep focusing on the “bigger segment” ( number or revenue). Their good growth news will stay as long as “their specific segment” keeps growing. Meanwhile emerging segments are available to “new entrants”.

d)  With multiple methods of reaching customers, and free markets creating more “disparity than equality”; there is a “continuous” market segmentation that is “fragmenting markets and consumers”.

THESE ARE IDEAL TRENDS FOR SMALL BUSINESS!

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