A little background on what I about to discuss here: JoCom (if you realize it stands for Jonn’s Communication. Sounds tacky, I know. LOL), a mobile network provider wanted to fight its way to get into top 3 place in terms of market share.
In this case, we’ll be able to see how market research plays a significant role to determine what steps need to be taken in their next strategy. They conducted a nationwide market research. In order to get this research effective, they set the objectives; what kind of output they wanted to see as the end result.
JoCom is a relatively new and smaller company if being compared to other settled top 3 companies. But… First things first, I’d like to quote Sun Tzu’s The Art of War,
” Though the enemy be stronger in numbers, we may prevent him from fighting. Scheme so as to discover his plans and the likelihood of their success”
“Military tactics are like unto water; for water in its natural course runs away from high places and hastens downwards. So in war, the way is to avoid what is strong and to strike at what is weak”
That’s exactly what JoCom did. They wanted to see what their competitors were missing and “attack” them with those. But before that, they had to discover: What were their strengths that needed to be reinforced and their competitors’ weakness that needed to be attacked? There must be something. In order to do that, they decided to put everything back to basic.
They wanted to discover what the ideal mobile network was like for their all respondents (users of their service and non-users/users of their competitors). They attempted to figure out what was it that non-users like from their service and and what their current users dislike of this service.
Naturally, we would ask our users why they like of our service and non-users of what they dislike. But with this reversed method, we will get the best of the answers.
By asking non-users on what they liked of the service, JoCom would be able to strengthen their good sides. And spontaneously, they also got what it was that make those people avoiding their service notwithstanding those good sides. And by asking their current users on things they disliked, it would help Jocom to avoid losing their current users. You know, patch the hole before it gets too big and irreparable! And they also would be able to discover the things that made current users trusted their company in the first place and what made them stick around.
The final result of the research brought unexpected things to surface. They rediscovered the whole company and bit by bit, they were getting where they aspired to be.
You see how important it is to have a goal in everything we do, especially in business. By having a goal first, we’d be able to plan ahead to reach that goal and succeed, just like JoCom and its goal to be the top 3 player in the market. They knew precisely what they wanted to achieve and they found the way to reach that very goal. That is by winning the competition. In whatever business you are having, besides having a clear goal, it’s also crucial to know what it is that makes you ahead of your competitors and what it is that you are left behind.
To quote Sun Tzu’s Art of War,
“You can be sure of succeeding in your attacks if you only attack places which are undefended.
You can ensure the safety of your defense if you only hold positions that cannot be attacked.”