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Full Description
Although McDonald's tested the McCafe' concept--offering specialty coffee and smoothies--many years before the recession hit, the official launch took place in early 2009. Why? Because they knew that was when Starbucks' market share was most vulnerable. And, in early 2010, McDonald's raked in $420m, not only stealing a staggering amount of business from Starbucks, but applying so much pressure that in 2009, Starbucks closed over 270 locations. If you want to grow in a slowly recovering economy...a stagnant economy...or even a declining market, your best and only plan is to steal market share from your competitors and to remain reactive to the market's needs. Grab More Market Share will teach professionals how not settle for 1% growth. Ross' research uses rock-solid case studies that teach leaders to leverage the recovery to steal 10-15% market share from competitors. Ross alerts readers to the fact that they must leverage the culture (the public consciousness) to swing dollars towards their organizations. This same discipline will help professionals predict the next human behavior changes in buying habits.
Contents
Acknowledgments ix Leaders, Read This First xi Chapter 1 First, You Must Attack Market Share 1 Chapter 2 Don't Let the Culture Embarrass You 9 Chapter 3 They Want Customer Urgency ... Not Customer Service 23 Chapter 4 User-Generated Leadership Rocks! 37 Chapter 5 Which Trusted Advisors Will Lead the Recovery? 51 Chapter 6 Not All Contrarian Thinkers Are Crazy 63 Chapter 7 To Office or Not to Office 83 Last Words 93 Backing Up These Outrageous Claims 95 About the Author 105
