The enterprise strategy decision pattern within the Decision Driven® Solutions Framework (DDSF) includes a major decision branch that begins with Target Markets. This is a natural fan-out point in the decision model, a point where a new branch of child decisions may be defined for each market that you choose to pursue.
Each market will likely have its own Positioning strategy (unique value proposition for this market space). This leads to the further elaboration of the market strategy into:
- Opportunities: Market segments or specific programs to purse
- Product & Service Portfolios: Families of products (hardware/software systems) and services to offer across these segments
- Solution Offerings: Bundles of products and services
- Platform Strategy: Common assets that will host or deliver multiple products or services
Each market may also have its own Channel Strategy, including Channel Partners and marketing and customer relationship management (CRM) strategies.
Finally, each market you pursue implies a unique Go-to-Market Strategy to jump start your efforts and gain early traction.
The Target Markets branch of the strategy decision pattern is by far the deepest and richest part of the model. The Product Portfolio and Services Portfolio decisions are the parents of another significant cluster of decisions that drive the design of each product or service that you intend to offer. More on that later…
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