Marketing strategy

Distinctive skills, an imperative for the survival of SMEs

For an SME to prosper, it must develop a distinctive skill that sets it apart from its competitors.

Over time, marketing has evolved: management marketing, which was dominant in the 1970s and 1980s, has gradually given way to strategic marketing. If "doing marketing" is limited to commissioning a few market studies, improving packaging, or launching a promotion while avoiding advertising because it is deemed costly, this shows that the SME's management has not fully grasped the opportunities offered by a well-structured marketing strategy.

Today, marketing is an essential integrative and strategic function for SMEs.

A customer-focused approach and strategic analysis

By putting the customer at the heart of your concerns, accurately assessing the potential of your market and analysing your competitors, you can lay the foundations for building a solid strategy. Adopt a continuous analysis reflex, inspired by the SWOT approach (strengths, weaknesses, opportunities, threats), based on the key indicators in your management dashboard.

Whether your company is very small, small, medium-sized or large, this approach is still valid:

• Identify and understand your distinctive skills.

• Measure its impact and relevance in the marketplace.

• Integrate this skill into your overall strategy.

The key: defining your Unique Selling Proposition (USP)

Take the time you need to identify, understand and evaluate the elements that make up your distinctive skills. Only once you have identified this uniqueness will you be able to formulate your Unique Selling Proposition (USP), a key element that will make your company a differentiated and competitive player.

A well thought-out marketing strategy is not a luxury, but a necessity if you want to ensure your company's survival and growth.