One of the things that advertising will do for an industrial company is to convey your competitive advantages to your prospective customers. Every company has a naturally occuring advantage or a chosen advantage.
By that I mean a naturally occuring advantage could be easy access to market because of physical location, long-term great reputation inheireted from previous management, or just a corner on the market. Chosen advantages could be focus on quick delivery, lowest price, or actual highest quality.
For years, I have been quoting information presented to the NFPA members by the Institute for Trends Research ITA. They very clearly explain that business trends do run in cycles and they label the four cycles A-D.
Well, it is clear that the fluid power industry and the many component manufacturers and distributors who comprise it are in cycle C. This is a time where we are experiencing a continued growth but at a slowing rate. In fact. ITA is calling for a soft landing which means that the rate should increase.
One of the things that a company should do in cycle C is to communicate their competitive advantages. This will enable companies to continue the success they have experienced in cycles A and B. After the investment in growing and expanding during these two cycles, now is the time to hold onto your gains while still seeking more.
We at Hydraulics & Pneumatics help fluid power component manufacturers and distributors to communicate their competitive advantages. We look forward to working with them in 2012 to keep the industry moving forward.