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Industry Focus: Science
and Technology
In research published in 2003, Frost & Sullivan,
a leader in publishing market consulting information and intelligence
on emerging high-technology and industrial markets, outlined
a number of strategic issues that are key to the survival
of companies competing in this saturated and maturing analytical
instruments market.
The research outlined a series of critical
issues including:
• Market demand is being
maintained by desires for product quality and production efficiency
• Compliance with regulations
governing safety and environmental issues and quality control
• Saturated US market and
shifting focus to Asia, Latin America, and eastern Europe
• Opportunities from decentralization
and privatization of key industries and research operations
• Growth trends in end-user
applications and product line expansion
• Strategic acquisitions
and collaborations
To respond companies need to tackle the
following issues:
• Need for superior customer
and after-sales service
• Shorter lead times and
provide value-added features
• Need for differentiation
to maintain market share
• Improvement in instrument
design e.g. miniaturization, user-friendly software
• Faster, more accurate,
and easier to use instruments at lower prices.
• Ease of use and maintenance
• User-friendly systems
• Instrument interconnectivity
and compatibility
Companies employ many strategies to tackle
these market survival issues. One that will play a critical
role in how tactics play out will be the way and means in
which design professionals respond to the task of producing
successful design output in line with corporate and business-line
strategies. Design, employed strategically, can contribute
to competitive advantage in great number of areas including:
• Easy to use products,
both hardware and software
• Information design and
management (content)
• Globally receptive communications
• Cross-cultural adaptivity
• Useful market trend data
• Customer preferences
• Collaborative web sites
• Integrated brand and design
language
• Market perception management,
and last but not least
• Innovation and creative
processes
Designing Business and The PARK Network
are uniquely positioned to provide companies the means to
develop a competitive edge by helping them connect many of
these strategic issues through an approach to design called
"advanced design management". For a viable perspective on
how we might help you tackle these issues contact us at brian@designingbusiness.com
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