GA Trade Sep-Oct Interactive - page 30

M E M B E R P R O F I L E
H
ow do you stand out in a
crowdedmarketplace? That’s a
key question for U.S. mid-market
businesses as well as similarly sized
enterprises expanding into the U.S.
2014 and 2015 growth prospects for
themid-market sector are excellent.
Now is the time to plan to profit
from this growth. Such growthwill
not come by itself. Building a
differentiated presence in the
crowded U.S. middlemarket is
critical, and requires a targeted
andwell planned effort.
Some Interesting Facts and
Considerations for CEOs:
The U.S. middlemarket’s
approximately 200,000
businesses –with annual revenue
ranging from $10million to $1
billion – constitute the 5th largest
global economy. Combined, they
generatemore than $10 trillion in
annual revenues contribute one-third
of the non-government U.S. GDP,
and account for 44.5million jobs.
This year’s mid-market revenue
growth is expected to outpace again
S&P 500 revenue growth. Estimates
show a 4.3% increase over the next
12months. Not surprisingly, confi-
dence amongmid-market
companies is up, with 64%
planning tomake new capital
investments in 2014.
However, competition is fierce.
Only businesses that understand the
importance of market differentiation
will succeed and be able to drive
demand for new products and
services, spur sales, and attract
the best talent.
It won’t come as a surprise that the
U.S. marketplace is quite different
from the German home market – in
size, but also operating on different
parameters. An understanding of
regional consumption habits and
market dynamics is essential. Given
the rapid proliferation of
innovative products and
Differentiation in the
CrowdedU.S.MiddleMarket
The Role of StrategicCommunications
ByKatrinC. Lieberwirth
30
GermanAmerican Trade Sep/Oct 2014
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