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Through shrewd marketing efforts, failed competitors and helpful legislation (which requires its availability at public schools), Mylan has cornered the market on this allergy medication. It costs something to develop the product. According to the Washington Post, its prescriptions number in excess of 3.6
Examples of business objectives can include market expansion, revenue growth, cost reductions or optimization, product development, etc. Whether it is a sales representative or a sales manager, their compensation plans will differ accordingly, and establishing what that means can give them a goal to work towards.
Your R&D group develops a unique new product. Marketing designs the promotional campaign. The company holds us accountable for revenues and expects us to develop and maintain the connections to drive sales. As sales took off, management continued to "share the wealth." Manufacturing produces it.
Up to this point, China’s economic development has been focused on cost competitiveness and the adoption of foreign-developed technologies and innovations. It has to develop domestic consumer markets and orient its production towards them. Management in German firms is also much more horizontally organized.
They have a defined brand and a fairly clear picture of marketpenetration, differentiators, and existing products and services. It tells investors why you might succeed in this particular market or in creating a new one – and who could come nipping at your heels. Note the geography. Do they have a team overseas, say, in India?
Then you enter hypergrowth, which typically happens somewhere between 10-15% of marketpenetration. With Facebook for example, assuming an estimated market opportunity of one billion, it took roughly 4 years to reach penetration of 10%. Saturation is reached at 90%+.
After some investigating, they discovered that their fragmented, geographically dispersed matrix structure made it very difficult for the program managers to coordinate efforts across functions, keep everyone focused on the cost and delivery goals, and get people to reach consensus. Senior management knew this was an issue.
Studying these successes and failures, we’ve identified half a dozen key reasons platforms fail, all of which boil down to managers’ misunderstanding of how platforms operate and compete. Steve Jobs failed miserably at managing openness at Apple in the 1980s. Failure to engage developers.
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