Marketing objectives should be made only after considering two areas: Concentration & Market Standing.

Archimedes is reported to have said: Give me a place to stand, & I can lift the universe.

The place to stand on is the area of Concentration. It is the area that gives a business the leverage that lifts the universe. The Concentration decision helps you define: What our business is, into meaningful operational commitment.

The other decision to be taken is that of Market Standing. One common approach is to say, We want to be the leader. The other one is to say, We don’t care what share of the market we have as long as our sales go up. Both sound plausible but both are wrong.

Not everybody can be the leader. One has to decide in which segment of the market, with what product, what services, what values, one should be the leader.