[Column] Four Policy Linkages are Necessary for Strategy Development

I would like to introduce a column article.

The four policies refer to customer policy, product policy, pricing policy, and sales policy. Customer policy means first clarifying the meaning and definition of the customer as understood by the company. Customer policy determines product policy, unit price policy, and sales policy. For clothing, customers can be categorized into: - Young professionals - Middle-aged housewives - Moms' friend generation and so on. This categorization changes everything from product assortment, advertising strategy, services, store design, to distribution channels and sales methods. In other words, it depends on who you want to sell to. This will change the product, unit price, and sales methods entirely. Fast, delicious, and cheap. These are the keywords for standing soba shops in front of the station. Speed is the first priority, followed by taste in second place, and price in third. Standing to eat is for those in a hurry; people with time do not eat standing. Customers feel reassured that the prices cannot be high. In other words, choosing a restaurant is based on the value placed on being served food quickly. Bad food at a restaurant is out of the question. Customers will not come for fast and cheap if the food is bad. Even if it’s cheap, if it takes too long or is not delicious, customers in a hurry will not stop by. This is also a product, pricing, and sales policy based on customer policy.

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