How Sara Lee Can Focus

Sara Lee needs to create focus messages around strategic groups of like-businesses based on a number of different factors.  It can be for same main ingredient commodity items, similar types of products or services, or geographical focus.  Then, a group of like businesses or individual businesses can “camp out” a position based on high quality/premium, low cost, or differentiated niche.  The focus messages in turn will then cultivate and strengthen the relationships between the brands, items, and targeted groups.

As for the “bonus round” after or during this refocusing for Sara Lee, they can look to rev-up growth and profits even more by acquiring synergic businesses for strategically important businesses that are currently lagging.  Any company, and especially Sara Lee, can look first look to identify candidates that blend well with its identity or brand’s position, as well as offer a value proposition for its customers.  Sara Lee should look for businesses that offer wide margins well over their 12% desired target, in addition to businesses in growth niches. Any company they acquire should provide the 2 + 2 = 5 effect: the acquired company’s business lines must complement the products and services of a Sara Lee business and should positively synergize sales such that “the sum of the whole is greater than the sum of the parts.” 

So, again, I ask you Sara Lee, “Where is your intensity?”

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Mike Bolden marketing expert and blue ocean strategist – writing to inform, enlighten, and inspire.  Author of forth coming book, “Owning Marketspace”.  Available for consulting and speaking engagements.