andrew pearson

I ran across a really interesting story the other day. It’s a story of a new company in the aluminium business; one with a clear view on how to improve customer service and reduce prices based on greater productivity.

Faced with responding to depressed demand and strong competition, Coventry based Jack Aluminium, a systems supplier, has strengthened its market positioning with a greater offer of value for its customers and is set to raise sales throughput even further!

Essentially Jack has created a business model to match demands of small scale high street and commercial users for specific and affordable window systems delivered within hours! It is the operational element that gives the edge.

Operating with aggressive sales and marketing and great products is vital and has brought success but it is the move to localised cutting and painting to specification, buffer stocks and fast delivery that will give Jack a clear and sustainable edge over rivals.

Here, indeed, is a business whose strategic positioning truly supports the claim; “Fast and Affordable Aluminium Window and Shop Front Systems”

Here is the nutshell:

Jack Aluminium Strategic Positioning

WHO:  The Customer Nationwide small scale high street and commercial users.

WHAT:  The Offer Superior vlaue shop front and office products at affordable (competitive prices), delivered in hours.

HOW:  The game plan Local cutting and painting to spec locally to meet local demands for finished product quickly. A number of small efficient paint shops in dense areas of demand around the country able to stock and deliver within hours. Sections cut to spec to meet specific requests, off cuts held in stock which are topped up. Targeted marketing and sales. Avoid large systems suppliers and build sales in smaller end.

For the full Monty go to Jack Aluminium site

Best wishes Andrew,

You know finding a breakthrough strategy is about finding innovative answers to one of three questions – or combinations of all three. The three questions are; ‘Who?’ (a targeted customer with a distinct need), What?’ (a superior offer to meet the need) and ‘How?’ (a means of delivering the product or service distinctively and effectively) - W-H-W for short!

I was speaking to a friend the other day. He told me about someone he had met in the road maintenance business. My ears immediately pricked up because I think the state of British roads is on the whole deplorable. Anyway as I listened W-H-W shot into my mind’s eye. He explained that this man had a global patent on a process for road repair.

The process, he told me, is that you melt the tarmac, with a special machine so that any cracks are meshed together and holes filled in. What a great idea! Far better than piece meal road maintenance where someone goes out fills in a hole or goes out and re surfaces a whole section - something that could take days.

This means real savings in road repair, so important to county councils right now. It also means faster repairs, fewer traffic jams and all that brings. Surely here we have something that is more productive and effective!

The solution tackles the question ‘How’ does it not? Apparently the the technology is in place and a breakthrough strategy ready! I bet this didn’t originate from  S.W.O.T analysis.

More soon