Marketing strategy of Succeeding in Fast-Growth Markets Strategies for Smaller Players

Posted by Zander Henry on Aug-22-2018

1. The vision of Succeeding in Fast-Growth Markets Strategies for Smaller Players

The vision of Succeeding in Fast-Growth Markets Strategies for Smaller Players is to be the leading quality service and product provider for customers. Being the best and the leading player means that Succeeding in Fast-Growth Markets Strategies for Smaller Players marketing strategy and operations focus on:

• Providing high quality of products and services
• Providing value to customers
• Concentrate on building customer experience

2. The mission of Succeeding in Fast-Growth Markets Strategies for Smaller Players

Succeeding in Fast-Growth Markets Strategies for Smaller Players marketing strategy is grounded in its mission. The mission for Succeeding in Fast-Growth Markets Strategies for Smaller Players is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Succeeding in Fast-Growth Markets Strategies for Smaller Players as it focuses on all operations and marketing activities in the direction of:

• Consumer centrism
• Using research to understand and influence consumers

3. Brand Equity of Succeeding in Fast-Growth Markets Strategies for Smaller Players

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Succeeding in Fast-Growth Markets Strategies for Smaller Players. The knowledge of brand equity will help in shaping Succeeding in Fast-Growth Markets Strategies for Smaller Players marketing strategy effectively – thereby facilitating the growth of business for Succeeding in Fast-Growth Markets Strategies for Smaller Players.

3.1. Brand awareness

• Succeeding in Fast-Growth Markets Strategies for Smaller Players has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Succeeding in Fast-Growth Markets Strategies for Smaller Players has modified marketing and strategic directives and plans

3.2. Brand association

• Succeeding in Fast-Growth Markets Strategies for Smaller Players is directly associated with the brand name and product category
• Succeeding in Fast-Growth Markets Strategies for Smaller Players has a broad product portfolio
• Succeeding in Fast-Growth Markets Strategies for Smaller Players is associated with promising and delivering quality and innovative products
• Succeeding in Fast-Growth Markets Strategies for Smaller Players is also associated with excellent customer service

3.3. Brand loyalty

• Succeeding in Fast-Growth Markets Strategies for Smaller Players has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Succeeding in Fast-Growth Markets Strategies for Smaller Players has a global customer base
• Succeeding in Fast-Growth Markets Strategies for Smaller Players keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Succeeding in Fast-Growth Markets Strategies for Smaller Players has a substantial brand value
• Succeeding in Fast-Growth Markets Strategies for Smaller Players also enjoys the high financial worth
• Succeeding in Fast-Growth Markets Strategies for Smaller Players focuses on building a reliable and robust employee base

3.5. Brand element

• Succeeding in Fast-Growth Markets Strategies for Smaller Players uses the brand element as a means of competitive advantage
• Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of Succeeding in Fast-Growth Markets Strategies for Smaller Players

The situational analysis will help in developing the marketing strategy of Succeeding in Fast-Growth Markets Strategies for Smaller Players by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of Succeeding in Fast-Growth Markets Strategies for Smaller Players.

4.1. SWOT

4.1.1. Strengths

Succeeding in Fast-Growth Markets Strategies for Smaller Players marketing strategy can benefit from the following internal advantages:

• Strong brand image
• Global distribution network
• Investment in market research
• Innovation

4.1.2. Weakness

Succeeding in Fast-Growth Markets Strategies for Smaller Players faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Succeeding in Fast-Growth Markets Strategies for Smaller Players has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Succeeding in Fast-Growth Markets Strategies for Smaller Players faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Succeeding in Fast-Growth Markets Strategies for Smaller Players operates I markets with political stability
• Succeeding in Fast-Growth Markets Strategies for Smaller Players has funding support from the government for small businesses

4.2.2. Economic

• Succeeding in Fast-Growth Markets Strategies for Smaller Players enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Succeeding in Fast-Growth Markets Strategies for Smaller Players
• Low inflation strengthens the financial position of Succeeding in Fast-Growth Markets Strategies for Smaller Players

4.2.3. Social

• Higher education and awareness increases sales of Succeeding in Fast-Growth Markets Strategies for Smaller Players predict
• Succeeding in Fast-Growth Markets Strategies for Smaller Players focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Succeeding in Fast-Growth Markets Strategies for Smaller Players has an active CSR program
• Succeeding in Fast-Growth Markets Strategies for Smaller Players ensures environmental safety in all its operations

4.2.5. Legal

• Succeeding in Fast-Growth Markets Strategies for Smaller Players is aware of local and global laws of business and human resource management
• Succeeding in Fast-Growth Markets Strategies for Smaller Players abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

• High risk of replacements
• Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

• New entrants need high financial investment
• New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

• Sales made to end consumer directly
• Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

• Multiple suppliers of raw materials
• Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

• High industry rivalry
• Players offer similar products
• Players compete through marketing to influence consumers

5. Marketing Objectives for Succeeding in Fast-Growth Markets Strategies for Smaller Players: The Marketing Strategy of Succeeding in Fast-Growth Markets Strategies for Smaller Players

Succeeding in Fast-Growth Markets Strategies for Smaller Players marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Succeeding in Fast-Growth Markets Strategies for Smaller Players brand and products by 30%
• Increase sales for Succeeding in Fast-Growth Markets Strategies for Smaller Players by 40% by the third quarter of the financial year
• Achieve a trial rate for new products of 10% during the first quarter of the launch
• Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

• Increase top of mind recall by 65% during the current fiscal year
• Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

• Acquire 25,000 new online customers during the financial year
• Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
• Acquire 65,000 likes on the official Facebook page of Succeeding in Fast-Growth Markets Strategies for Smaller Players during the first quarter of the financial year

5.4. Retail Growth

• Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
• Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of Succeeding in Fast-Growth Markets Strategies for Smaller Players

Succeeding in Fast-Growth Markets Strategies for Smaller Players marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Succeeding in Fast-Growth Markets Strategies for Smaller Players has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Succeeding in Fast-Growth Markets Strategies for Smaller Players has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Succeeding in Fast-Growth Markets Strategies for Smaller Players, according to the marketing strategy, are in the following various life cycle stages:

• Single students
• Single graduates
• Single people living at home/not living at home
• Young couples without children
• Married couples with one to four children – all at home
• Married couples with one or two children in college
• Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for Succeeding in Fast-Growth Markets Strategies for Smaller Players consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Succeeding in Fast-Growth Markets Strategies for Smaller Players focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Succeeding in Fast-Growth Markets Strategies for Smaller Players consumer segments have the following lifestyle characteristics:

• They aspire towards a better and higher living standard
• They want to be successful – professionally and socially
• They are not hesitant to try new things, products and services in life
• They are confident in their behaviour and attitude
• They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

• Succeeding in Fast-Growth Markets Strategies for Smaller Players has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
• It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

• The focus of Succeeding in Fast-Growth Markets Strategies for Smaller Players remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of Succeeding in Fast-Growth Markets Strategies for Smaller Players, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Succeeding in Fast-Growth Markets Strategies for Smaller Players are regular and frequent users of the product

6.4.3. Benefits sought

• Consumers seek functional benefits
• The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

• Consumers are very loyal
• Have an emotional attachment with the brand

7. Targeting of Succeeding in Fast-Growth Markets Strategies for Smaller Players Positioning of Succeeding in Fast-Growth Markets Strategies for Smaller Players

The marketing strategy of Succeeding in Fast-Growth Markets Strategies for Smaller Players targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Succeeding in Fast-Growth Markets Strategies for Smaller Players is from middle to upper class
• The target market is ambitious and desires to purchase high-end consumer products
• This target market also seeks affordability
• To meet target market expectations, the Succeeding in Fast-Growth Markets Strategies for Smaller Players focuses on quality control

7.2. Mass marketing

• The marketing strategy of Succeeding in Fast-Growth Markets Strategies for Smaller Players focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Succeeding in Fast-Growth Markets Strategies for Smaller Players makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Succeeding in Fast-Growth Markets Strategies for Smaller Players does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Succeeding in Fast-Growth Markets Strategies for Smaller Players also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

• Succeeding in Fast-Growth Markets Strategies for Smaller Players has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
• No compromise on quality has been made in the broad product portfolio
• To ensure the influence of a single marketing strategy, the Succeeding in Fast-Growth Markets Strategies for Smaller Players has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
• This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of Succeeding in Fast-Growth Markets Strategies for Smaller Players

The marketing strategy of Succeeding in Fast-Growth Markets Strategies for Smaller Players stands out from the clutter and competition. Succeeding in Fast-Growth Markets Strategies for Smaller Players has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Succeeding in Fast-Growth Markets Strategies for Smaller Players has utilized:

8.1. Cost-effectiveness

• Succeeding in Fast-Growth Markets Strategies for Smaller Players focuses on reaching consumers effectively rather than grandeur
• Succeeding in Fast-Growth Markets Strategies for Smaller Players focuses on developing an integrated marketing approach
• The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
• Succeeding in Fast-Growth Markets Strategies for Smaller Players has in-house copywriters for marketing campaigns which also helps in controlling costs
• Succeeding in Fast-Growth Markets Strategies for Smaller Players also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• Succeeding in Fast-Growth Markets Strategies for Smaller Players has stayed updated with latest developments in marketing research and marketing knowledge
• Succeeding in Fast-Growth Markets Strategies for Smaller Players makes use of new and innovative tactics to reach its target consumers
• Succeeding in Fast-Growth Markets Strategies for Smaller Players also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by Succeeding in Fast-Growth Markets Strategies for Smaller Players is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• Succeeding in Fast-Growth Markets Strategies for Smaller Players marketing strategy is strongly grounded in consumer and market research
• Succeeding in Fast-Growth Markets Strategies for Smaller Players makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Succeeding in Fast-Growth Markets Strategies for Smaller Players also incorporates consumer feedback in its marketing strategy
• Succeeding in Fast-Growth Markets Strategies for Smaller Players marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

• Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by Succeeding in Fast-Growth Markets Strategies for Smaller Players
• In addition to fulfilling functional needs, Succeeding in Fast-Growth Markets Strategies for Smaller Players also tries to fulfil the emotional and psychological needs of the consumer
• Succeeding in Fast-Growth Markets Strategies for Smaller Players tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Succeeding in Fast-Growth Markets Strategies for Smaller Players

Succeeding in Fast-Growth Markets Strategies for Smaller Players marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Succeeding in Fast-Growth Markets Strategies for Smaller Players makes use of intensive distribution strategy because it is mass marketing
• Succeeding in Fast-Growth Markets Strategies for Smaller Players’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
• With the use of the intensive distribution, Succeeding in Fast-Growth Markets Strategies for Smaller Players tries to maximise its coverage of the markets where it's present
• For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

• Succeeding in Fast-Growth Markets Strategies for Smaller Players uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The Succeeding in Fast-Growth Markets Strategies for Smaller Players also makes use of modern retailing channels
• Also, Succeeding in Fast-Growth Markets Strategies for Smaller Players makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed Succeeding in Fast-Growth Markets Strategies for Smaller Players to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Succeeding in Fast-Growth Markets Strategies for Smaller Players does not have a subsidiary
• In these offshore locations, Succeeding in Fast-Growth Markets Strategies for Smaller Players largely works through the export model
• This makes use of several intermediaries in between, before the product by Succeeding in Fast-Growth Markets Strategies for Smaller Players reaches the target consumers
• Intermediaries for Succeeding in Fast-Growth Markets Strategies for Smaller Players include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

• For some products of its portfolio which are premium in nature, Succeeding in Fast-Growth Markets Strategies for Smaller Players makes use of selective distribution channel
• Succeeding in Fast-Growth Markets Strategies for Smaller Players has maintained a few outlets in the country of origin, and in selected offshore markets for these products
• These placements and locations are chosen based on the niche market that Succeeding in Fast-Growth Markets Strategies for Smaller Players has for its premium products
• These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of Succeeding in Fast-Growth Markets Strategies for Smaller Players

The industry in which Succeeding in Fast-Growth Markets Strategies for Smaller Players operates is very responsive to market and consumer trends. Succeeding in Fast-Growth Markets Strategies for Smaller Players, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

• Succeeding in Fast-Growth Markets Strategies for Smaller Players competes with direct and close competition based on quality and price
• Consumers choose between different companies from the industry based on their functional offering
• Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
• Succeeding in Fast-Growth Markets Strategies for Smaller Players also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

• Succeeding in Fast-Growth Markets Strategies for Smaller Players experiences high industry rivalry
• The barriers to entry for the industry are low, and new entrants gain easy access in the industry
• The number of local as well as global players is increasing

11. Marketing mix of Succeeding in Fast-Growth Markets Strategies for Smaller Players

The marketing mix for Succeeding in Fast-Growth Markets Strategies for Smaller Players as per the marketing strategy is the following:

11.1. Product

• Succeeding in Fast-Growth Markets Strategies for Smaller Players has a broad product portfolio
• Succeeding in Fast-Growth Markets Strategies for Smaller Players provides mass marketed products for all segments across the market undifferentiated
• Succeeding in Fast-Growth Markets Strategies for Smaller Players also provides some selected, premium products to niche customer groups
• All products in the portfolio consistently maintain high quality
• All products are tailored to meet consumer specifications, demands and needs across different regional markets
• The Succeeding in Fast-Growth Markets Strategies for Smaller Players maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Succeeding in Fast-Growth Markets Strategies for Smaller Players wants to have a close, emotional and personal relationship with its consumers
• The company maintains high control in its distribution strategies – especially through direct distribution strategy
• The company has a presence in leading supermarkets
• The Succeeding in Fast-Growth Markets Strategies for Smaller Players also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Succeeding in Fast-Growth Markets Strategies for Smaller Players also makes use of e-commerce to increase penetration and sales

11.3. Price

• The Succeeding in Fast-Growth Markets Strategies for Smaller Players prices its products so that its target consumers can afford it easily
• Succeeding in Fast-Growth Markets Strategies for Smaller Players uses relative pricing strategy for its products
• The price of Succeeding in Fast-Growth Markets Strategies for Smaller Players’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
• The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

• The Succeeding in Fast-Growth Markets Strategies for Smaller Players has a high budget allocated towards marketing activities
• The Succeeding in Fast-Growth Markets Strategies for Smaller Players invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed Succeeding in Fast-Growth Markets Strategies for Smaller Players marketing strategy to cap costs and expenses
• Succeeding in Fast-Growth Markets Strategies for Smaller Players also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• Succeeding in Fast-Growth Markets Strategies for Smaller Players also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• Succeeding in Fast-Growth Markets Strategies for Smaller Players has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• Succeeding in Fast-Growth Markets Strategies for Smaller Players hires without discrimination
• Succeeding in Fast-Growth Markets Strategies for Smaller Players ensures that its employees remain motivated through building an inspirational and creative organizational culture
• Succeeding in Fast-Growth Markets Strategies for Smaller Players focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at Succeeding in Fast-Growth Markets Strategies for Smaller Players - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Succeeding in Fast-Growth Markets Strategies for Smaller Players are well defined, and well communicated to all employees
• All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
• The systematic processes also ensure a smooth running of operations at the Succeeding in Fast-Growth Markets Strategies for Smaller Players

11.7. Physical evidence

• The physical evidence for Succeeding in Fast-Growth Markets Strategies for Smaller Players includes the company logo, company store designs, and the product packaging
• Satisfied and excited customers in the retail spaces of Succeeding in Fast-Growth Markets Strategies for Smaller Players, as well as during product consumption create a bubbling and an inviting atmosphere
• The e-commerce website for retail by Succeeding in Fast-Growth Markets Strategies for Smaller Players is also designed with a friendly customer interface to allow maximum interaction with the brand
• The store designs created by Succeeding in Fast-Growth Markets Strategies for Smaller Players for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of Succeeding in Fast-Growth Markets Strategies for Smaller Players

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Succeeding in Fast-Growth Markets Strategies for Smaller Players interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
• The company also shares information and build relationships with consumers through digital marketing
• Succeeding in Fast-Growth Markets Strategies for Smaller Players also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

• The company uses a 360-degree approach in its marketing strategy
• This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

• For direct, on-ground engagement, the company uses influencers
• Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the Succeeding in Fast-Growth Markets Strategies for Smaller Players brand

13. Monitoring and evaluation of the marketing strategy of Succeeding in Fast-Growth Markets Strategies for Smaller Players

13.1. Changes in sales

• Succeeding in Fast-Growth Markets Strategies for Smaller Players regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Succeeding in Fast-Growth Markets Strategies for Smaller Players
• Sometimes, Succeeding in Fast-Growth Markets Strategies for Smaller Players experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Succeeding in Fast-Growth Markets Strategies for Smaller Players frequently conducts focus groups and surveys to identify its brand worth
• These methods also help the company identify brand value, brand recall, and brand recognition
• Focus groups allow Succeeding in Fast-Growth Markets Strategies for Smaller Players to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Succeeding in Fast-Growth Markets Strategies for Smaller Players can also be seen through the revenue and profit growth
• Return on investment allows Succeeding in Fast-Growth Markets Strategies for Smaller Players to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

• All marketing objectives set by Succeeding in Fast-Growth Markets Strategies for Smaller Players are SMART
• The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
• Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of Succeeding in Fast-Growth Markets Strategies for Smaller Players