How can you make changing tyres stand out so much that competitors only see your rear wheel, and your customers see added value?
When People & Performance introduced the learning game Breakway, we wrote: “The purpose of
Breakaway - business innovation board game is to make you think in non-traditional ways about the strengths, weaknesses and opportunities of your own business as well as those of your competitors. It is about gaining an advantage by offering something others do not have.” Now we present a case study that came out of a workshop in which Breakaway was used as the guiding tool. The company in this case was Super Dæk Service (SDS) –specialists in car tyres and mechanical service – and the purpose was to develop a new marketing strategy. They needed new ways to beat the competition so that focus was not only on price.
How can you make changing tyres stand out so much that competitors only see your rear wheel, and your customers see added value?
The starting point of the SDS workshop was the values of market; what, apart from price and quality, do customers appreciate and put at the centre of their buying decision? To SDS the answers were: a no-nonsense approach, workshop appearance, and car services for women. It was this latter point that provided the first shot of the marketing strategy as SDS launched their own women’s magazine, SDS Magazine, in August 2009. See it here and read more on SDS's webpage. SDS Magazine will be distributed by Matas stores (the Danish equivalent of Boots).
Breakaway focuses on the factors that make you stand out – your services, products and solutions – and your internal or external markets. The purpose of the game is to focus on one area, be it sales, project development, or the development of services and/or products. During the game new parameters will evolve that enable you to beat the competition, and kick-start the creation and development of competitive advantages.
People & Performance then offer certifications to internal or external HR consultants, and/or develop processes for the entire company or any of its departments. Breakaway is an ideal concept for making a common platform that makes development, optimisation and shared objectives clear and immediate to those involved. The theoretical framework of the game is Blue Ocean Strategy.