Growing organically requires structuring your Market Operations according to how your markets work while leaving room for innovation to keep up as markets change.
Market changes take many forms:
The competitive landscape changes.
Changes in technology and customer behavior opens doors for non-traditional competitors to more easily enter markets.
This is where leaders often feel blindsided.
Customer behavior changes.
Changes in social norms, access to information, a new set of options or alternatives and changes in customer expectations all impact customer behavior.
This alters markets and impacts a company’s competitive position.
Disruptions to traditional ways of doing business.
Disruption is often in the form of technologies and business models.
This also alters markets and impacts a company’s relevancy to stakeholders (customers, partners, supply chain, the public at large).
Access to new or adjacent markets becomes either easier or more difficult.
This can be a double edged sword. This creates obstacles and opportunities for competitors as well. Strategies must reflect this market factor.