Question

Topic: Strategy

"what Business Are We In?"

Posted by Anonymous on 5/13/2004 at 6:41 AM ET 250 Points
How to brainstorm the question "what business are we in?". eg for Kodak it is "memory management business".

For one photocopier company it is "document management business"
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RESPONSES

  • Posted by Blaine Wilkerson on 5/13/2004 at 8:01 AM Member
    Here is an excellent article with a great exercise for determining focus:

    https://www.marketingprofs.com/2/fischler1.asp
  • Posted by jcmedinave on 5/13/2004 at 11:13 AM Member
    Review this example: The business is not to build trains or cars. The business is the transportation and maybe the communication. Why? Because the business no change, but the medium "Yes" train, car,..

    Then how to arrive to the real business? By questions

    1. What are we producing? trains
    2. What for? Move between two places
    3. Which are the alternatives to move? Car, train, airplane,..
    4. Why are we moving? (need) Transport, displacement.
    5. Do we need really to transport? Maybe NO, We could communicate by email, video conference, phone,.. The Which is the Business? Transportation or Communication.

    Bye,

    Juan Carlos
  • Posted by SRyan ;] on 5/14/2004 at 12:35 PM Member
    Car park management services?

    You might be in the business of...
    ... convenience!
    ... security!
    ... or both.
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