Portrait of a Happy Company - Marketing Section

The marketing management system in a happy company is based on a rock solid and emotionally inspiring marketing strategy, tightly integrated with all other corporate strategies. Obviously, the marketing strategy in a happy company perfectly match its KEF, its DCI, and its corporate vision and mission statements.

A happy company develops and implements an optimal portfolio of its target markets and maximizes free cash flow from these markets. Which means that it develops and maintains – at all times – a comprehensive knowledge base on these target markets. Target markets of a happy company exhibit a perfect synergy between themselves and a perfect match with corporate KEF, corporate vision, corporate strategies, strategic objectives and strategic plans.

A happy company is always better than its competitors – both direct and indirect. Which means that is (a) develops and maintains – at all times – a comprehensive knowledge base on its competitors and (b) makes sure that it is better than each of its competitors in the eyes of its clients/customers/consumers in each target market

‘To be better than its competitors’ means that a happy company offers each of its corporate stakeholders (clients, suppliers, partners, etc.) a unique value proposition (UVP) which is more valuable than those of its competition. More valuable in terms of aggregate value – financial, functional and emotional (and – where applicable - spiritual).

To be superior to its competition, UVP in a happy company satisfies the aggregate needs of its stakeholders – financial, functional and emotional – better than its competition. Naturally, UVP in a happy company matches its KEF, DCI, corporate vision, corporate strategies, strategic objectives and strategic plans.

To satisfy the aggregate needs of your stakeholders, a happy company possesses, develops or acquires a comprehensive set of core competencies. These competencies exhibit the maximum synergy between themselves and a perfect match to key success factors in target markets, its KEF, DCI, corporate vision, corporate strategies, strategic objectives, strategic plans and UVP.

To be better than its competitors, a happy company possesses, develops or acquires a comprehensive set of competitive advantages. These competencies exhibit the highest possible synergy between themselves and a perfect match to key success factors in target markets, corporate KEF, DCI, corporate vision, corporate strategies, strategic objectives, strategic plans, key competencies and UVP.

Revenues, profits, free cash flows and stakeholders’ value in a business entity are all ultimately created by clients purchasing its products and services. Therefore, a happy company maximizes financial value of each product, service and of the whole portfolio of its products and services.

Naturally, every product in a happy company exhibits the highest possible synergy with other products and a perfect match to key success factors in target markets, corporate KEF, DCI, corporate vision, corporate strategies, strategic objectives, strategic plans, key competencies, competitive advantages, UVP and corporate brands.

In our highly imperfect world where ‘image is everything’, more and more revenues, profits, free cash flows and stakeholders’ value in a business entity are generated by corporate brands. In some cases, more than 90% of financial value of a company is represented by aggregate financial value of its brand portfolio.

Therefore, a happy company maximizes the financial value of each of its corporate brands (bringing it of the level of ‘corporate religion’) and of its whole brand portfolio. Naturally, brands in a happy company exhibit the highest possible synergy between themselves, and a perfect match to key success factors in target markets, corporate KEF, DCI, corporate vision, corporate strategies, strategic objectives, strategic plans, key competencies, competitive advantages and UVP.