Leaders map a view of their growth initiatives across two dimensions:

Scanning for growth opportunities. This involves understanding how your industry

and category is structured, how customers navigate it, where the profit pools are, and what

trends are emerging. Then you figure out how your portfolio stacks up against it all. When

one leading global consumer-goods company analyzed a set of critical factors—projected

market size, proportion of nonloyal shoppers, and ability to convert consumers—it identified untapped value pools worth almost $100 million. Based on this analysis, it created a pipeline to tackle white spaces and new segments.http://www.goldenunicon.com

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