| If yours is a small business and you have big | | | | For example, a computer store could promote |
| or even huge competitors, you may be laying | | | | itself as having more software titles or a |
| awake at night wondering how can you possibly | | | | wider variety of peripherals than any super |
| beat them. You can't out-advertise them, or | | | | store in the area.Now, let's consider the |
| out-promote them, and you probably won't be | | | | second point. Wal-mart has large stores |
| able beat to its prices. For example, think | | | | almost everywhere. How does marketing judo |
| about a small business whose biggest | | | | turn this into a weak point? Wal-mart's sheer |
| competitor is Wal-Mart, Best Buy, or some | | | | size translates into some real advantages, |
| other huge retailer. Is there any way to | | | | especially in the area of volume buying - |
| compete successfully against these | | | | which is why it can sell so cheap. But |
| Goliaths?My answer is to use marketing | | | | Wal-mart's huge size makes it difficult for |
| judo.As you may know judo was developed many | | | | the company to implement change quickly. I |
| hundreds of years ago as a means of | | | | once read that when the captain of a nuclear |
| self-defense. But did you know that much of | | | | aircraft carrier issues the command to turn |
| judo is based on the concept of using the | | | | 60 degrees starboard, it takes about five |
| opponent's strengths against him? One | | | | miles before the ship actually begins to |
| example of this is when the attacker pushes | | | | turn. I suspect the same thing is true of |
| against an opponent. The opponent simply | | | | Wal-mart.In comparison, a small business |
| steps aside and (usually with the aid of a | | | | should be able to just about turn on a dime |
| foot), uses the opponent's own momentum to | | | | or in just a few weeks. Let's take technology |
| throw him forward.The lesson for the smart | | | | as an example. Right now, one of the hottest |
| marketer is to first analyze the | | | | merchandise categories in America is |
| competitions' strengths and then develop | | | | accessories for Apple's iPod. If you have a |
| strategies that will turn these strengths | | | | small electronics business - either online or |
| into points of attack.But first, let's talk | | | | brick-and-mortar - you should be able to |
| about strategies. Many small businesses think | | | | track down the distributors of these products |
| that strategic planning consists of | | | | and have them in you store in a few weeks or |
| developing an overall strategy (or set of | | | | less. On the other hand, Wal-mart, with its |
| strategies) and sticking to these strategies | | | | size and labyrinth of buyers and buying |
| for the entire length of the marketing plan - | | | | regulations, it might take months to get the |
| be it six months, a year or even longer. In | | | | same products on its shelves.Finally, |
| truth, your strategies should be designed to | | | | Wal-mart might have hundreds of more |
| meet existing conditions and then changed | | | | employees, but its employees are usually not |
| whenever conditions change or you discover | | | | well trained in specific product features and |
| new competitive weaknesses.How does all this | | | | benefits. Again, take golf as an example. |
| work in practice? Let's get back to the | | | | Walk into a Wal-mart store, go to sporting |
| Wal-mart example. You will never beat | | | | goods and say to the nearest employee, "Hi, |
| Wal-mart in head-on competition. Let's look | | | | I'm a 18 handicap golfer with a tendency to |
| at some of Wal-mart's strengths:· It | | | | slice my drives. What would you |
| offers a huge variety of merchandise - | | | | suggest?"Well, my guess is that what you'll |
| everything from women's apparel to household | | | | get in return is a blank stare.This |
| electrics, and flat panel TVs to fine | | | | represents another opportunity for marketing |
| jewelry.· It has large stores (in some | | | | judo. Keep your number of employees small but |
| cases, super stores) almost | | | | make sure they are super-trained to |
| everywhere.· It has a very sophisticated | | | | understand your customers and your products' |
| system for purchasing products and | | | | features and benefits.As Sun Tzu points out |
| controlling inventory.So how can we use | | | | in his classic treatise The Art of War, "You |
| marketing judo to turn these strengths | | | | may advance and be absolutely irresistible, |
| against the giant retailer?First, because | | | | if you make for the enemy's weak points; you |
| Wal-mart offers a huge variety of | | | | may retire and be safe from pursuit if your |
| merchandise, its inventory may be wide but it | | | | movements are more rapid than those of your |
| generally isn't very deep. Back in Nebraska | | | | enemy."Looking for a great vacation this |
| we used to describe the Platte River as a | | | | year? Check out Denver. A Denver vacation |
| mile wide and an inch deep. You could almost | | | | offers the best of both worlds. It has all |
| describe Wal-marts inventory the same way. Go | | | | the the fun things to see and do you find |
| into a Wal-mart store and check, for example, | | | | only in a big, bustling city and it's only |
| the depth of its inventory of computer | | | | minutes away from the spectacular scenary and |
| products or golf equipment. . Chances are, | | | | vistas offered by our nearby Rocky Mountains. |
| you'll find only a few dozen computer | | | | For more information on a great Denver |
| products, and even fewer golf-related | | | | vacation, ust go to Hanna has lived in the |
| items.So the smart marketer uses marketing | | | | Denver metro area for more than 30 years and |
| judo to turn Wal-mart's breadth of inventory | | | | is an expert on both Denver and Colorado. He |
| into a weakness by picking a niche and then | | | | is also the author of more than 100 ezine |
| beating Wal-mart with depth of inventory. | | | | articles on a variety of subjects. |