Before explaining the concept of uniqueness of a company, it is important to introduce a premise relating to the business strategy.
When we talk about business strategy we are not referring to a detailed program or an instruction manual with which a company carries out its actions, but to a unifying argument that becomes representative of that company in all its forms, giving it a high level of coherence both as regards the message transmitted and as regards its image. Starting from these assumptions, each company carries out actions and decisions aimed at creating and transmitting its uniqueness to its target audience.
In order to outline a successful strategy, it is essential to carry out a preventive analysis scheme which is divided into two macro-areas: the company and the sectoral environment. The ultimate goal of a winning project is to establish a link between these two groups in a unique and coherent way.
When we talk about a company we refer to the four fundamental elements that characterize its identity and consist of its objectives, simple, coherent and long-term, the values on which it is based, the resources and skills it boasts, its structure and systems organizations that should be implemented in a completely effective way.
If we think, instead, of the sectoral environment, we refer to in-depth knowledge and a total understanding of the competitive environment and is defined by relationships with customers, competitors and suppliers, in a balance of self and hetero-referential dynamics.
The purpose of a business strategy is precisely to determine how the company intends to use its resources within the reference environment with the aim of satisfying its long-term objectives, through the relationship with stakeholders of the sectoral environment and through the optimization of its internal potential.
In this scenario, the overall strategy of the company must be consistent with both the peculiarities of the external environment and those of the internal environment. But, to guarantee a winning business project, the concept of strategic coherence must be extended far beyond the simple compatibility between the two environments and should expand to the notion of the uniqueness of the company, made up of well-defined and recognizable values, personalities and milestones. every perspective.
