Growth is more than a goal for businesses: it is a vital necessity. Whether it is to conquer new markets, stay efficient or simply ensure its sustainability, each organization aspires to grow and why not you?
Before embarking on ambitious initiatives, do not say to lay the foundations for a solid strategy. This goes through a stage, often underestimated but decisive: define its ambition of growth. This approach, both introspective and analytical, constitutes the cornerstone of any successful development strategy.
Identify and clearly formulate your ambitions
An ambition of growth is much more than a declaration of intention. It represents the strategic management that the company wishes to take. However, it is common to see companies that are embarking on projects without having clarified their real ambitions. A poorly defined or vague ambition can lead to a dispersion of efforts, a waste of resources, and in the end, a bitter failure.
The first step is therefore to identify and clearly formulate its ambitions, taking into account the aspirations of managers, available resources and market expectations. Some examples of conventional ambitions include increasing turnover (optimizing sales to existing customers, launching new products or services, or exploring innovative economic models), widen customers (conquer new market segments, diversify its customers or increase the loyalty of current customers) or even conquer a new market.
To be effective, an ambition of growth must be part of a global vision. For example, a company seeking to conquer new markets will have to question the appropriate resources: does it have logistical capacities to deliver abroad? Does it have a competent sales team? These questions make it possible to avoid the traps of an ambition disconnected from realities.
Analyze the context: an essential prerequisite
Once the ambitions have been identified, it is essential to contextualize these aspirations by analyzing the internal and external environment. A well -defined ambition is based on a fine understanding of the ecosystem in which the company evolves. This analytical work revolves around two complementary dimensions: market assessment and internal analysis.
Current market assessment
An in -depth study of the market is essential to guide strategic decisions. It is difficult to offer something if you are not aware of what the market is waiting for, if it is a carrier or what competition offers. For example, a company playing in the e-commerce sector will have to closely monitor technological innovations such as artificial intelligence or process automation, which could upset its practices.
Questions to ask for market assessment
- What is the size of the market? Is it growing, stable or declining?
- What are the main trends that take shape (digitization, ecological transition, changes in consumption habits)?
- What are the needs or expectations of customers who are still not satisfied?
- What are the main competitors? What are their strengths and weaknesses?
Positioning of the company: the Swot matrix
The SWOT matrix (Strengths, Weaknesses, Opportunities, Threats) remains a powerful tool to take a complete assessment of the strengths and weaknesses of the company, as well as the opportunities and threats that surround it. This analysis makes it possible to establish a precise diagnosis:
- Forces: What are the competitive advantages of the company? A well -established reputation? Innovative products?
- Weaknesses: What are the points to improve? Lack of financial resources, lack of key skills?
- Opportunities: What markets are booming? What partnerships could be developed?
- Threats: What is the probability of the appearance of new competitors? What regulations could curb activities?
This Swot analysis is a strategic compass. Thus, a company that identifies forces in its technological know-how but weaknesses in its marketing skills will be able to decide to invest in training or recruitment.
Transforming ambitions into Smart objectives: from dream to reality
Once the ambitions have been defined and the context analyzed, the next step is to transform these aspirations into concrete and achievable objectives. Otherwise, he could quickly demotivate the troops. This is where the Smart method, a methodological approach that guarantees that the objectives is well framed. This method allows, in fact, not only to structure efforts, but also to align all the parts around common objectives.
A continuous and iterative process
Defining its growth ambition is not a punctual exercise, but a continuous process. The market is evolving, customer expectations are changing, and new opportunities are constantly present. Adopting an agile posture, by regularly reassessing ambitions is an integral part of growth. It will also be a question of adjusting the objectives according to the results obtained and the new data available.
A well -defined ambition: the key to success!
Defining an ambition of growth is a founding act for any business. This is the stage where a global vision is translated into concrete actions. It is also a strategic approach which, when carried out with method, makes it possible to federate the teams, to allocate the resources optimally and, above all, to transform ambitious ideas into measurable successes.
A clear and structured ambition, supported by tools such as SWOT analysis and Smart objectives, is a major competitive advantage. So why deprive yourself?
