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.
- 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.
- This can be caused by factors relating to changes in social norms, access to information, a new set of options or alternatives and changes in customer expectations.
- Disruptions to traditional ways of doing business.
- This is often in the form of technologies and business models.
- 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.