Re-competitive Strategy Concept

Re-competitive Strategy is a methodology developed by Mack Hanan for brands and products revitalization in its maturity phase. With this methodology, its author seeks to make a true break with the life cycle model, developing revitalization methods of mature brands, as a way to increase profitability and growth, namely through market plans for products and services in maturity phase and its life cycle decay.

 

Methodology Application Instructions

1. Select the product or service that is subject to a market of Great consumption in maturity phase;

2. Form a growing team, formed by five or more elements and who belong to different departments of the company;

3. Adopt the branding strategy; this is the application of the clients’ growth philosophy through the team sale, advisory and added value;

4. Se4ect target clients to form growth teams formed by clients;

5. Place in cooperation the growth teams formed by clients and internal growth teams;

6. Perform regular meetings with the growth team formed by clients, to analyze its business, identify problems, find solutions that involve the application of the product or service produced by the company and analyze the contribution for the clients’ profits given by the solution found by the team.

 

 

Translated from Portuguese by Susana Saraiva, Portuguese-English and English-Portuguese translation specialist. Contact: spams@sapo.pt.