Rygler & Associates
Rygler & Associates provides strategic marketing and business development consulting services to producers of high technology materials, equipment, components, software, and original equipment manufacturers.
Decades of experience and numerous successes building high tech businesses through innovative strategic marketing
What is high technology? According to Wikipedia “High technology, often abbreviated to high tech, is technology that is at the cutting edge: the most advanced technology available. As of the onset of the 21st century, products considered high tech are often those that incorporate advanced computer electronics.” High tech markets we serve include:
- Artificial Intelligence
- Computer Engineering
- Information Technology
Rygler & Associates applies over 40 years of experience in diverse high technology markets to address these challenges by deploying a unique, comprehensive and holistic marketing approach.
What is strategic marketing? According to Merriam-Webster: “the activities that are involved in making people aware of a company’s products, making sure that the products are available to be bought, etc.” In our view, M-W has either missed critical elements of marketing (particularly strategic marketing) or perhaps they reside in their “etc.”
We are all consumers and constantly bombarded by “marketing”. Consequently, we all believe we know what marketing is. Many people confuse marketing with advertising or sales. Marketing is best viewed from two perspectives.
First, the “Three Ps”, which are principally internally focused:
- Product – The specific nature of the product or service offering
- Promotion – How the product or service is offered and delivered in its markets
- Price – The selling price (with consideration given to cost and profitability)
Secondly, strategic marketing is principally externally focused. Its goal is developing a differentiated and sustainable competitive advantage, providing a better value proposition to customers and higher profits to shareholders.
- Customer and market analysis and segmentation
- In-kind and not-in-kind competition*
- Macro and micro economic environments
- Core competency/resource assessment
*For those unfamiliar with these terms, if you are in the buggy whip business, other buggy whip producers are in-kind competition. The automobile is not-in-kind competition, and often the most insidious