If your title about New England's bike trails is the only one available in every bike shop northeast of Philadelphia, then you have a distinct basis for access-based positioning. Competitive strategy is not only about carving out a niche. It is the creation of a unique and valuable position involving a set of activities that are different from your competitors and meet the needs of your market. Your customers expect more from you today than they did yesterday, and you must work diligently to meet their expectations and stay ahead of your competition. The difficulty lies in sustaining a state of equilibrium between creating a viable frontlist and marketing your complete line.
Productivity is balanced, strategic and excellent growth-in other words, action and accomplishment.
Each title in your product line may be in a different life-cycle stage, requiring simultaneous, dissimilar attention. You would submit a new frontlist title for reviews and then implement a heavy media blitz to create a strong foundation for its growth. A different title in its Growth stage could require new distribution channels to extend this profitable period. This strategy produces a fresh series of titles and topics to satisfy your customers' increasing expectations. The challenge is to capitalize on your experience and extend the growth stage and profitability of each title.