This document outlines strategies for companies to grow market share and expand successfully. Section I discusses analyzing costs and competitors to build market share. Section II covers developing committed customers and stakeholders through loyalty programs. Section III suggests developing a powerful brand through strong branding elements. The following sections address innovating new products and services, international expansion, mergers and acquisitions, developing a reputation for social responsibility, and partnering with government and non-profits. The overall document provides a high-level overview of various strategic considerations for company growth.

2. OUTLINE
I. Building your market share
II. Developing Committed Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New products, Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions, Alliances, JV’s
VII. Outstanding Reputation for Social Responsibility
VIII. Partnering with Government & NGO’s
IX. References
X. Amazing Quotes
2

3. 3

4. BUILDING YOUR MARKET SHARE
1. Search for Highest efficiency and lowest price
a) Reduce number versions, of products
b) Use standards in volume activities to reduce waste and cost
c) Switch to lower cost supplier
d) Get rid of losing branches
e) Pay per performance basis
f) Use cheaper technological channels
g) Shift promotions social media and Digital DOOH
h) Remove features that the customer don’t value and adjust price
i) Use virtual web conferencing to reduce cost of travel/relocation
4
Outline
I. Building your market
share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

5. BUILDING YOUR MARKET SHARE (CONT’D)
2. Prepare an analysis of SWOT
a) Strength & Weakness (Performance versus Importance)
i. Marketing
ii. Finance
iii. Manufacturing
iv. Organization
b) Opportunity & Threat
i. Early Warning systems
ii. Scenario planning
5
Outline
I. Building your market
share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

6. BUILDING YOUR MARKET SHARE (CONT’D)
3. Improve your financial and marketing strength
4. Reassess your marketing mix and profile (High performance companies have
stronger Marketing culture than low performing.)
a) Reassess marketing segments and customers
i. Use multiple segments, change with time approach
ii. Measure profitability per segment/customer/location
iii. Continue measuring the customer lifetime value
iv. Consider different customers segments and reassess promotion mix
6
Company Status Strong Stable Co. Struggling Co. Failing Co.
Finance Strong Strong Weak Weak
Marketing Strong Weak Strong Weak
Action performed
Buy competitors,
assets, increase
marketing
expenditure
Build stronger
marketing team,
acquire some
strong brands
Generate new cash by
slashing overhead,
renegotiate, process
improvement
Close down and
salvage what you
can
Outline
I. Building your market
share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

7. BUILDING YOUR MARKET SHARE (CONT’D)
5. Develop winning market share strategies
a) Too many fishermen and not enough fish in the market
b) Either to eat lunch or be lunch
c) Identify the competitors
i. Good Competition are a blessing
ii. “Don’t go after that competitor” cause he wouldn’t let you win of his
share just go after the competitor who is doing bad
iii. Watch out for emerging/silent competitors
iv. Outperform your competition with better service valued by the customer
7
Outline
I. Building your market
share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes
“time spent in reconnaissance is
seldom wasted” (Sun Tzu, philosopher)

8. DEVELOPING COMMITTED CUSTOMERS &
STAKEHOLDERS
1. Which customers and which needs do you want to satisfy
i. Target market
ii. Value, proposition, customer insights,
2. What are the stages that a customer may undergo
i. Satisfied>> all the way to >> Owner of the product
ii. How retain with loyalty programs
3. How to improve your employee impact on your customer satisfaction
i. Turn all your employees to Company Ambassadors rather than Seat Fillers
4. What can we do to improve our other stakeholder performance
i. All Stakeholders are success dependent.
8
Outline
I. Building your market share
II. Developing Committed
Customers &
Stakeholders
III. Developing Powerful Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

9. 9

10. DEVELOPING POWERFUL
 What is brand>>> Identity, Integrity & Image
1. A Strong brand increase company’s growth potential
2. Is it true everything be branded? “Yes”
3. What are the Elements making company’s brand
 Name
 Logo (design)
 Slogan
 Other Elements
10
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful
Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

11. DEVELOPING POWERFUL (CONT’D)
4. What are the characteristics of strong brand
• Presence >> Relevance >> Performance >> Advantage >> Bonding
5. What are the main tools for building a brand
6. What do you need to do before losing your brand meaning
 Line Extension
 Brand Extension
7. Can you capitalize on the brand equity
8. How did the digital media impact of brand
• Engage the customer in creating the brand (co-create & crowdsourcing)
11
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful
Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

12. INNOVATING NEW PRODUCTS, SERVICES,
EXPERIENCES
1. Why do you need Innovation?
 “The risk of not innovating is greater than the risk of innovating” Sony
President, Masahiro Fujita
2. Can you assess your company’s level of Innovation?
a) How?
b) Why?
3. Implanting more innovative thinkers in your company?
a) First start with your CEO, it is has to come as role model
b) Train an internal staff with creative techniques
c) Bringing new employees with more creative profile
d) Give employees a periodic opportunity to deliver ideas
e) Outsource creativity to other organization if needed
12
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New
products, Services,
Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

13. INNOVATING NEW PRODUCTS, SERVICES,
EXPERIENCES (CONT’D)
4. What are the sources of good innovative ideas?
i. Internal teams (Marketing research Dep, R&D personnel, Sales, employees,
Business development)
ii. External contributors (Customers, Distributors, Competitors, Suppliers,
Government, NGO’s)
iii. You need to draw more ideas from existing/new customers
iv. Technology can bring another source of ideas/opportunities
13
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New
products, Services,
Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

14. INNOVATING NEW PRODUCTS, SERVICES,
EXPERIENCES (CONT’D)
5. What to make innovation continuous working process?
a) Stage Gate
i. Generation>>Screening>>Develop>>Test>>Market>>Analyze>>
Produce>>Commercialize>>Acceptance
>>Generation>>Screening>>Develop>>Test>>Market>>Analyze>>
Produce>>Commercialize>>Acceptance
b) A to F Process
i. Activator, Browser, Creator, Developer, Executor, Facilitator
14
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New
products, Services,
Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

15. INNOVATING NEW PRODUCTS, SERVICES,
EXPERIENCES (CONT’D)
6. What tools can your company use to find better growth ideas?
7. How can you raise the money to fund the innovation work and play for the
launch?
a) Investor Angels
b) Crowdfunding (Kickstarter.com)
15
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New
products, Services,
Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes
Innovation should never stop despite the fact that
many of them will not make it to the top/higher
revenue every time.

16. 16

17. INTERNATIONAL EXPANSION
1. Can your company engage in Foreign direct Investment in new markets?
2. Does your Company need to Export to other market? Why?
a) Why go abroad?
i. You will be attacked by foreign firms in your current market
ii. The chances to earn higher profits abroad is very likely
iii. It is also possible to achieve scale economy
iv. You can hedge your risk of operating only in one market
v. May be your customers need your service abroad? Wouldn’t you go?
vi. Work around your fears and address them
b) Where is the growth occurring in the world?
i. Aim for the high growth countries within your industry business
17
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

18. INTERNATIONAL EXPANSION (CONT’D)
c) What do you need to asses to conduct foreign trade?
i. Will the foreign buyer accept the current product/service
ii. Should the company build or outsource, supervise and monitor?
iii. Should the company set the price at a low level
iv. What distributors or agents should the company hire?
v. What logistics should you engage?
d) Characteristics of successful companies abroad
i. Always seeking higher profitability opportunities
ii. Study the market carefully, tailor service/product accordingly
iii. Rely on independent studies / research, get area consultants
iv. Assign enough funds to achieve adequate targets/objectives.
v. BRIC (Brazil, Russia, India & China)
18
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

19. , ALLIANCES, JV’S
1. What are the benefits of acquiring, merging, allying, or joint venturing,?
a) Why Acquire or Merge (Friendly or hostile Takeover)
i. Increase sales, revenue, Enter a new business / market
ii. Increase its ownership of supply, efficiency and reduce redundancy
iii. Increase its economy of scale, Enlarge its brand portfolio
iv. Increase its profit by opportunistically buying profitable companies
b) What is the success rate of acquisition been? (Only 17% of the time)
c) Why do many acquisitions go sour?
i. The acquirer is focused more on the opportunities instead of the
challenges during the courtship period
ii. The Acquired firm low morale aspect, feeling of working for two bosses
iii. The acquiring company learns that it paid too much for acquisition
19
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

20. , ALLIANCES, JV’S (CONT’D)
2. How to find the right company to acquire or with which to merge?
a) Check the customers, suppliers, no hidden indebtedness, responsibilities,
commitments.
b) Many top employees flee to another secure jobs
3. What are the major problems in the process of acquiring a company?
a) Government intervention and obstruction of deal
b) Change in the acquired company
4. What to consider in alliances and joint ventures?
a) A strategic Alliance
b) A joint Venture
20
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

21. 21

22. OUTSTANDING REPUTATION FOR
1. Can strong corporate social responsibility (CSR) contribute to company growth?
a) Company performance based on (Brand, Good Product/service, Reputation)
b) Aspect increase reputation
c) Benefits of social responsible companies
i. Increased sales and market share
ii. Strengthened brand and positioning
iii. Enhanced corporate image
iv. Attract, motivate and retain employees
v. Decrease operating cost
vi. Increased appeal to investors and financial analyst
22
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation
for Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

23. OUTSTANDING REPUTATION FOR
(CONT’D)
2. The major social areas that a company can support
a) Top responsibilities
i. Ensuring health and safety of products
ii. Preserving the environment
iii. Treating employees fairly
b) Can be used in Cause Promotions, marketing
c) Workforce Volunteering
d) Social responsible business practices
23
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation
for Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

24. OUTSTANDING REPUTATION FOR
(CONT’D)
3. How can your company communicate its values and social responsibility?
a) Newspaper, magazines ads, 30 sec commercial
b) Billboard, Web page,
c) Digital media links Facebook, Twitter, YouTube
4. It is hard to measure its Company Social Responsibility impact on organizational
sales /growth
24
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation
for Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

25. 25

26. PARTNERING WITH GOVERNMENT & NGO’S
1. What roles can government play that are good for business and the economy?
 Infrastructure, Defense, Education, Safety and Health, Emergency, Directive
Roles
2. How can businesses wok better with government and NGO’s?
3. Public-Private Partnership (highways, ports, airports, urban rapid transit, bridges)
4. Shopping centers, housing development,
26
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

27. PARTNERING WITH GOVERNMENT & NGO’S
5. NGO’s, non profit hospitals, private schools, colleges,
6. When does government become more of a damper than an accelerator of
economic growth?
 Regulations, higher taxes, cost of uncertainty,
7. How can national governments collaborate better for mutual benefit?
27
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

28. REFERENCES
Kotler, Philip and Milton Kotler, Market your way to growth 8 ways to win. Hoboken,
New Jersey: John Wiley & Sons, Inc., 2013.
28
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes

29. 29

30. AMAZING QUOTES ABOUT THE CUSTOMER
- “A customer who complain is my best friend” (Stew Leonard).
- “The customer is the only one who can fire us all” (Sam Walton)
- “The best way to hold your customers is to constantly figure out how to give
them more for less” (Jack Welch)
- “You’ve got a new boss… the customer. If you’re not thinking about your
customer, you ‘re not thinking” (anonymous)
- “Never underestimate the power of the irate customer” (Joel E. Ross and
Michael J. Kami)
- “Make a customer, not a sale” (Katherine Barchetti)
- “Every client you keep, is one less that you need to find” (Niger Sanders)
- “The purpose of a business is to create a customer who creates customers”
(Sriv Singh)
- “Good customer Service costs less than bad customer service” (Sally
Gronow)
- “The best companies don’t create customers; they create fans” (Ken
Blanchard)
- “Always try to satisfy the toughest customers; then it will be easy to satisfy
the rest” (Anonymous)
- “If you can’t smile, don’t open a store” (Chinese proverb)
30
Outline
I. Building your market share
II. Developing Committed
Customers & Stakeholders
III. Developing Powerful Brand
IV. Innovating New products,
Services, Experiences
V. International Expansion
VI. Mergers, Acquisitions,
Alliances, JV’s
VII. Outstanding Reputation for
Social Responsibility
VIII. Partnering with
Government & NGO’s
IX. References
X. Amazing Quotes