Market Growth Strategy Based on The Lanchester Strategic Model, Part 2

The first part of this analysis outlined how distributors can pick their battles and create strategies to win market positions in any given territory. Here in Part 2, companies can learn how to implement those precise strategies to grow their bottom line and increase market share.
Editor’s note: This article, which first appeared in MDM more than 25 years ago, is one of the most-requested MDM Premium reports. Its value is timeless as a guide to develop a more precise market strategy based on the unique competitive dynamics of specific territories, and not as an absolute methodology. While some of the target numbers used may seem arbitrary, they have been used successfully in the U.S. for developing growth strategy models. We find it particularly interesting in light of the rise of Amazon Business and its increasing capture of commodity market share in MRO markets.

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