Know-How Exchange : Strategy

I think you are missing a fundamental point. The fact is, you already have a value proposition in the minds of your targeted customers - you just may not know what it is. And, if your market share is eroding, you are clearly not the value leader in your targeted markets. Your challenge: to identify the value and quality drivers in your targeted markets (from THEIR point of view), and then to identify how you stack up against competing offerrings in those same markets (again, from the market's point of view). The evidence is very clear: value is the best leading indicator of both market share and profitability. The challenge lies in understanding how your targeted markets define value, how they perceive your value offerring, and then identifying how you can either leverage or close compeitive gaps on key value and quality drivers. There are several good books out ther that will be helpful, including "Competing for Customers and Winning with Value" (Amazon.com). You'll find some additional information on the key measurement tools at https://www.marketvaluesolutions.com/customer-value-measurement.htm. Bottom line: you can't create a new value proposition unless and until you identify your EXISTING value proposition. Once you've done that, you'll know which buttons to push to create your new value proposition.