The most common complaint we hear from high-technology marketing executives is that their companies are far too technologically-oriented. They all feel that a more market-driven approach would significantly improve the company's position in the marketplace. The Market Engineering System can help transform a technologically-driven company into one with a more balanced approach of technology and market orientation.

10 Ways Market Engineering Can Help the Need to Shift from Being Technologically Driven to Market-Driven

1. It creates teamwork around the Market Engineering measurements, goals, and strategies.
2. It focuses the company upon the current market position and movement.
3. It integrates all departments into the Market Engineering System.
4. It balances the measurements of technology and markets.
5. It applies engineering concepts of problem-solving, experimentation, instrumentation, monitoring, and measurements to the marketing environment.
6. Market Engineering brings common sense and clarity to marketing for the engineers.
7. It provides critical information and training to all management and staff members to begin to expand understanding and focus on marketing issues.
8. The Market Engineering System is practical and realistic, qualities that are needed in high-technology markets.
9. The system has proven to be effective, which spurs acceptance.
10. It improves communication through common measurements and clear strategies that everyone can understand and implement.

Checklist for Shifting from Being Technologically-Driven to Market-Driven

• Buy, read, and implement Industrial Market Engineering or Healthcare Market Engineering
• Train entire staff on how to be market-oriented
• Develop customer monitoring programs
• Develop competitive profile system
• Create internal communication systems on market information
• Promote involvement of entire staff on competitive strategy and monitoring
• Agree on Market Engineering Measurements to monitor company
• Train engineers in marketing concepts and measurements
• Create cross-functional marketing strategy teams
• Monitor and benchmark against world-class market-oriented companies
• Buy, read, and implement the other Executive Tutorials from Frost & Sullivan: Industrial Market Research & Forecasting or Healthcare Market Research & Forecasting, Customer Engineering, and Competitive Engineering

Many high-technology companies today were founded by engineers and based upon a new technology. As the company grew, the management team continued an approach that was overly focused on technology at the expense of the market perspective. What we have today, then, is a larger, technologically-focused company that is struggling to be more market-focused in a much more competitive environment than was the case in the past.

The following questions will help our consultants target their strategic consulting advice to your specific situation. Once we receive this information, our consultants and market analysts will analyze your situation based on the Frost & Sullivan world database of market information, applying years of practical industry experience and current market conditions. There is no obligation and no cost for this service. Please take time to answer the questions in as great detail as possible. Your responses will be kept strictly confidential and will only be used to create carefully targeted strategic advice.

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Challenge Questions: Need to Shift from Being Technologically-Driven to Market-Driven

1. What market are you competing in?
2. Do you feel your company is too technologically focused?
3. How do you see this focus on technology in your company?
4. How does this lack of market focus hurt your company each year?
5. Which competitors in your market are more market-focused?
6. Does your company provide any training on how to be market-focused?
7. What market measurements are taken each year to support business planning?
8. What market measurements are required to get a new R&D product idea approved?
9. What percentage of marketing staff are educated as engineers?
10. Do you perform an annual customer analysis?
11. Do you perform a monitoring program of competition?
12. Is the management team exposed to training with regard to customers or competition?
13. Is the company suffering from technological arrogance?
14. Have any competitors caused damaging results for your company lately?

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