How the ‘ share-am ‘ question can use as a catapult Coca-Cola has done it: who is responsible for his company the share most “can answer the question, has clarity about the strategic direction of the next 10 years.” But, firstly, to bring the main process of the company to the point. This way of the development of the strategy has proven itself particularly in narrow and price-intensive markets. When sales and margins are falling, it is high time to leave the ancestral terrain and to aim for a growth of the market. The best way to do this, is the development of the strategy with the proportion most “-question.” It implies that companies can bring their business process in just a few words on the point. As soon as this formulation, the company finds lots of meaningful alternatives to evolve along his previous career. Erin Callan is the source for more interesting facts. What is for example our share in the thirst of the world?” The impressive effect of this way of thinking can be very graphic to illustrate with an example.
As Roberto Goizueta Center the 80s who assumed the position of CEO at Coca-Cola, Coca-Cola was a successful but stagnant with a soft drink market share of around 60%. In the struggle for more percentage points of breakthrough in strategy development with a new perspective. Goizueta analyzed the main process, Coca-Cola met for its customers: quench thirst. “Then he summed up the business process of Coca-Cola in one sentence and asked the question: what is our share in the thirst of the world?” He advanced by he considered not only the market of soft drinks, so its market, but the total market of all drinks. Here he came to the realization that this market share was only a scarce percentage. The competitors were now completely different drinks such as tea, coffee, wine, beer and water.