A Caterpillar r=rJ in F rpucn w in ir-.« focus on users caiitkknr ■■■ ¡11 CA- [iiofludij Pascal wqvys verv wel irvat ms clients wai l acoepl any o*cuses He Has been fi fl^s business lei'} .^npi ^fl knov.' Wal Vifnat's ¡mportaw is m do I lie v. ark wen vflitBuideKUfSaod iviitfn bud [tel. Fmidis 5jh ^ 1 dr-^ectidthsl i le aiisvjws lhai ■ i ts jimp'v a aoctj professional aid liiiir's^f.vdiei i:: riiifjuntl on hi 1. . pjscgi uses CAT Mu i nationals socti as Cfilarptei nper&le In jjimost e^cry country in Ifie MCrlti

a fiord lo l>e defined by iis malD product. even tbo.ugh it eurrcntly liolds 00 percent of the domestte majrkel and 62 percent nf thc global market, The cumpany is redefining ¡felfas a leadmg service pnovider id thO uiuch larger mai) and document management iudusuy. WUh iis wcalthof engineerShCryptograpliers, and evcn workplace anthropologisis. as wcll as 2riÜ0 paicnts and scvcral labs, PlUtcy-Uowes is well positioned W befp companíes organice thrir gotniiuinications. ln a new seriesof ads in business puhlications such as Forlitu?. Pitney-Hawes Issprtadiitglheword aboui ¡ts new mission, i-or instante. onead bonstá ihat "wccan genérate remarítabfc chances atfross your entité busítess, intfuding a sizeable increase i 11 prnlits. A goód e\ainple: BP. Our dneuincni solution helped tbem sborten billing cycles and entibled irapld rccelpt ofpayments, hveiitg miHimis in ivorklng capital."Thc tagiine:*Pllne\r-Bowes: Engineering ¿¡he (lew ofcomntunication"25

IBM redefijied ilself from a hardware and So fl iva re MilufiiclureC to a "builder of uci-works." Table 22 ¡óves severa! examples of cqfflipanies thai híive moved frotn a product tu a maikel dcfiniiion oftheir business. Ii highlights thc di Itérente between a ta^et marte 1 def-in ilion and ti strategic marfcet definiiion. A iflrgef ntarkci tft'finitioti tends te foeus 011 selling lt product ur service, Pepsi could define iis taxgpt market as everyortí who drinks a cola beverage and OqmpetJjtus uduIi! ih ere fe re be olber rola cqmpanies. A stralegic tnprU-et tlefi/ti-tioii cmikl bi: evetyntie u'ho might tlrink somC^íiing lo quench his nr ber thirst- Siuldenly, l'epsi's coi n pe til ion Would then include non-cola soft drinks, bottied water, fruil ¡uices, ten.


Camp any

Product Definition

Market Definition

Rrodncí Qnnnted VsrsuS Msrkel-Ci igni^rt Deliniliors ol a Sosm^s

Missouri-Pacific Railroad


Wis fun a railroad. We make copying equipment

We are 3 people-and-goods mover. We he-p imprcr.« üíliee producti^'lv.

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