Outside-In Driven Strategies

Kannon builds strategies from the Outside-In, starting with an understanding of customers, channels, and the competitive environment. Customer needs and benefits then shape potential strategies and the capabilities required to meet those needs successfully.

Kannon's Outside-In Driven Strategy:

• Shifts the focus from clients' day-to-day operational challenges to the dynamics of the broader business arena
• Emphasizes that the market is not homogeneous -- people and firms differ in their behavior and motivations
• Challenges whether the way business is done today will be the way it is done in the future
• Acknowledges that prioritization of opportunities and investments is critical in a world of constrained resources

Kannon's Outside-In Driven Strategy provides a clear understanding of:

Customers and Targets

• Which customers do you serve and which do you not?
• Which customers should you target and why?
• How should product, price, sales, service, promotion, and channels be focused?

Competitive Set from the Customers' View

• Who are your competitors and why?
• What are your organization's strengths and weaknesses?
• Where do you attack versus defend?

Resource Allocation

• Are there opportunities for incremental volume with existing products?
• Are there unfulfilled needs/marketplace gaps to direct new business extensions?
• Are there products no longer deserving of investment?

Capabilities Required to Succeed

• What are the roles and objectives of the different functional areas?
• Which areas require a stronger customer orientation and tools to support it?
• What training is required?