From the course: Designing Growth Strategies
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Finding new customers for existing offerings
From the course: Designing Growth Strategies
Finding new customers for existing offerings
- Of the multiple ways to expand the size of the sandbox, where your company plays. One of the most promising is to broaden the set of targeted customer segments for your existing offerings. Big Dell, during the first 10 years, since its founding in 1984, Dell targeted only the B2B market. During this period, PCs was still a relatively new product. And most individual buyers felt the need to touch and see various PCs in the store, and get advice from a salesperson. In contrast, a toll free phone number was the only way that one could order a PC from Dell. This approach was perfectly fine for corporate customers, who had specialized IT professionals to decide what to buy, and from which vendor. By 1995 however, the landscape had changed. Most individual buyers now had enough experience to specify the components that they wanted in a PC and did not feel the need for advice from an in store…
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