be consistent – if not belligerent This is the last of five articles addressing strategies – other than discounting – that can be applied to increase market share. Of course, prior to implementing one or more of these strategies, businesses should determine whether increasing market share is desirable. Profits are generally more important than market […]

be consistent – if not belligerent This is the last of five articles addressing strategies – other than discounting – that can be applied to increase market share. Of course, prior to implementing one or more of these strategies, businesses should determine whether increasing market share is desirable. Profits are generally more important than market share, and increasing market share does not always increase profitability. Indeed, Venture Capitalist, Mark Cuban, talks of the advantages of identifying the smallest possible market. Legendary American entrepreneur and author, Jim Rohn, once said, ‘success is neither magical nor mysterious. It is the natural consequence of consistently applying basic fundamentals’. A business colleague, describing a highly successful businessman who could neither read or write, suggested that he had the most important quality for a successful business person – belligerence. Amazon launched in 1994 but did not report its first quarter profit until 2002, some eight…