• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Research
    • Markets & Technologies
    • Raw Materials
    • Top Companies
    • Directories
    • Jobs
    • Events
    • Microsites
    • More
  • Magazine
  • News
  • Research
  • Markets & Technologies
  • Raw Materials
  • Top Companies
  • Directories
  • Jobs
  • Events
  • Microsites
  • Current / Back Issues
    Features
    Business Corner
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    World Reports
    eBook
    Top Features
    Biocides Market Outlook - 2027

    Lab & Testing Equipment Directory

    Aerospace Coatings

    Resins Update

    Coatings World Q&A: Eileen Weber of allnex
    Breaking News
    Online Exclusives
    Distributor News
    Financial News
    Paint & Coatings Manufacturer News
    People In the News
    Price Increases
    Product News
    Raw Materials & Equipment
    Video Bites
    Suppliers News
    Live From Shows
    Top News
    Sustainability, Economy are Focus of BCF’s Annual Conference

    Demand for Rhino Shield Increases

    ICP Receives ASC Innovation Award for Spray Foam That Meets Changing Environmental Regulations

    Pylon Coatings Uses Polygiene Biomaster & Verimaster for Antimicrobial Surface Protection

    Sto Corp. Recognized with Multiple Honors at the EIFS Hero Awards
    Top Companies report
    Market Research
    White Papers / Tech Papers
    Technical Papers
    Product Spec Sheets
    World Reports
    Adhesives and Sealants
    Aerospace Coatings
    Architectural Coatings
    Automotive Coatings
    Automotive Refinish
    Business Operation
    Color Trends & Forecast
    Construction Chemicals
    Corrosion Control
    Industrial Coatings
    Laboratory Equipment
    Marine Coatings
    Market Trends & Forecast
    Powder Coatings
    Production Equipment
    Radcure Coatings
    Special Purpose Coatings
    Wood Coatings
    "Green" Coatings

    Demand for Rhino Shield Increases

    PPG Demos MOONWALK Refinish Paint Mixing System at Media Event

    Pylon Coatings Uses Polygiene Biomaster & Verimaster for Antimicrobial Surface Protection

    Powder Coatings Institute 2022 Scholarship Recipients Announced

    Adsil Announces Addition of Operation Manager
    Additives
    Binders
    Pigments
    Solvents

    The Shepherd Color Company Announces New President and Commercial Segment Leaders

    Birla Carbon to Present Sustainable Carbon-based Solutions at PaintIndia 2022

    BTC Europe, NXTLEVVEL Biochem to Distribute Biobased & Biodegradable Solvents in Europe

    Nouryon Issues 2021 Sustainability Report

    BASF to Increase Prices for Select Polyalcohols in North and South America
    Company Capabilities
    Buyers Guide
    Distributor Guide
    Add New Company
    International Buyers Guide Companies
    Clariant Additives

    Shepherd Color Company, The

    Pilot Chemical Company

    Siltech Corporation

    W. R. Grace & Co.
    Industry Events
    Webinars
    Live From Show Event
    Top Events
    Southern Society for Coatings Technology Annual Meeting and Technical Conference

    UTECH Middle East/Africa Foam & Polyurethane Expo

    Surfex

    Middle East Coatings Show 2022

    ABRAFATI 2022
    Companies
    White Papers/Tech Papers
    Product Spec Sheets
    Equipment
    Literature/Brochures
    Videos
    International Buyers Guide Companies
    Clariant Additives

    Shepherd Color Company, The

    Pilot Chemical Company

    Siltech Corporation

    W. R. Grace & Co.
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Business Corner
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Directories
      • Buyers Guide
      • Distributor Guide
      • Corporate Capabilities
      • Trade Associations
      • Add Your Company
    • Markets & Technologies
      • Adhesives and Sealants
      • Aerospace Coatings
      • Architectural Coatings
      • Automotive Coatings
      • Automotive Refinish
      • Business Operation
      • Color Trends & Forecast
      • Construction Chemicals
      • Corrosion Control
      • Industrial Coatings
      • Laboratory Equipment
      • Marine Coatings
      • Market Trends & Forecast
      • Powder Coatings
      • Production Equipment
      • Radcure Coatings
      • Special Purpose Coatings
      • Wood Coatings
      • "Green" Coatings
    • Raw Materials
      • Additives
      • Binders
      • Pigments
      • Solvents
    • World Reports
      • Africa Report
      • India/Asia Pacific Report
      • China Report
      • Europe Report
      • Latin America Report
      • Market Research
      • Russian Report
    • Top Companies
    • Online Exclusives
    • Slideshows
    • Experts Opinions
    • Blog
    • eBook
    • Infographics
    • Videos
    • Podcasts
    • Whitepapers
    • Jobs
    • Microsites
      • Companies
      • White Papers/Tech Papers
      • Product Spec Sheets
      • Equipment
      • Literature/Brochures
      • Videos
    • Events
      • Industry Events
      • Live From Show Event
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Business Corner

    Market Leaders Face New Challenges in Retaining and Strengthening Their Leadership Role

    Market leaders place a high level of importance on enhancing their brand identity and maintaining a strong, positive corporate image.

     Market Leaders Face New Challenges in Retaining and Strengthening Their Leadership Role
    Gary Shawhan, Contributing Editor05.09.22

    What is a Market Leader?

    The conventional definition of a market leader is a company that is considered the low-cost producer within a given market segment or market space. Market leaders are the highest volume producer in their market space. As a result of being the low-cost producer, they also achieve the highest margins. These distinctions carry with them leverage against their competitors. Market leaders also represent the highest share-of-market.

    Market leaders normally have strong, competitive product lines. This includes some leading-edge technologies that they sell into the market where they play a leading role. Maintaining a technology advantage further strengthens their strong market position.

    Market leaders place a high level of importance on enhancing their brand identity and maintaining a strong, positive corporate image. This is of critical importance when contemplating entry into new markets, targeting expansion growth into alternative geographies, or plotting diversification outside of the company’s present core markets. In general, a strong brand image provides leverage over competitors including companies challenging for a market leadership position.

    Protecting and reinforcing corporate image and brand strength has always been a necessary part of a successful market strategy. Market leaders are compelled to continually update and strengthen the company message to keep ahead of their competitors. Leaders also need to ensure they deliver their message to all elements of the value chain.

    In the past, corporate efforts directed at image enhancement and brand reinforcement were more as a promotional activity and a strategic obligation. This included the importance of delivering positive messages to shareholders.

    Sustaining the Position Of a Global Leader In Today’s Coatings Market


    The process of building and reinforcing corporate image has changed over the last five to 10 years. Corporations, especially those who are currently considered global market leaders (or those that aspire to become one) are under pressure to step up with actions to address the high-profile strategic issues. In this regard, there now needs to be a direct connection between the image message and the action being taken by the corporation.

    Table 1 provides a list of the strategic game changing issues that are affecting the global coatings market today.

    Whether the company is a formulator, a resin supplier, an additive supplier or one providing equipment or a service to the coatings market, the way in which global organizations address such issues now plays a key role in defining who are the market leaders in their field.

    The importance of each of these issues (Table 1) has risen to the top of the list in items that need to be addressed when developing future corporate growth strategies. Global companies now strive to elevate their competitive position beyond the measures that had traditionally defined a market leader. Market leaders today don’t just want to be considered by their customers and actual end-users or OEMs as having the largest share-of-market or being the lowest cost producer. They understand that customers now want to align themselves with companies that are pro-active with programs directed at sustainability and the environment. Companies know that to be the market leader they must be engaged and have active programs in place to address these issues.

    Major global manufacturers and OEMs who use coatings are now setting goals for their coating suppliers with regard to sustainability and the need to incorporate more bio-based content into their products. These goals are linked to the manufacturers commitment to their customers to comply to the net-zero CO2 emissions targets set for industry in the Paris Accords. Failure for a supplier to show progress against such targets opens the door for competitors.

    A corporate focus on sustainability also means addressing waste disposal and landfill issues. This includes the need for suppliers to use more biodegradable materials in their products and packaging. These are worldwide issues that now confront global coatings manufacturers and the raw material suppliers including resin producers, and the various additives used in these formulations. Market leaders are compelled to established and execute valid programs in this regard.

    COVID 19 Adds to The Challenge of Market Leadership


    The global pandemic has made the task of establishing and implementing sustainability initiatives, including actions intended to address recycling, reuse and waste disposal issues, much more difficult. Supply chain problems have been and continue to be pervasive. Demand and demand shifts for many key raw materials have limited the availability of raw materials that previous were relatively easy to obtain. The resulting disruption of the established supply and demand dynamic has caused prices to escalate to levels that were not previously predictable.

    A consequence of the above has been the significant amount of added attention required by suppliers in our industry to meet the needs of their customers. Attempting to accomplish this objective in as timely a way as possible - albeit at a high to much higher price - has been more than a distraction. It has become a full-time job by itself.

    One challenge for market leaders, under these circumstances, continues to be the need to address short-term needs required to keep customers supplied with product while trying do the other things important to growing the existing business.

    A second challenge (under the circumstances of supply-chain shortages) has been the need for companies to maintain their commitments on initiatives directed toward sustainability that have been put into motion. The difficulty is to accomplish these objectives while trying to survive, protect existing business with current customers and implement growth strategies necessary to retain a leadership role in the market.

    No question, there is no going back to the time when issues of corporate image such as sustainability were often dealt with through more words than actions. At the same time, the traditional measures that define a market leader continue to be important and relevant. These include having the largest share-of-market and being the low-cost producers in the market. The market leader is still the company with the greatest leverage over its competitors.

    What has changed? The traditional measures that define a global market leader have been up-staged (not replaced) by the importance of corporate image based on the company’s efforts to address sustainability and environmental issues. Leading companies now have active programs and long-term commitments to address the needs of the market and the major manufacturers in these market spaces.

    Impinging on the above shift in priorities and the positive impacts they represent has been the COVID pandemic and the situation it has created with respect to supply chain disruptions. The sometimes overwhelming complications that have results has complicated and interfered with the ability of companies to effectively address these issues while trying to survive and meet the expectations of their customers. 

    Related Content

      Trending
      • BEHR Launches COPPER FORCE Interior Paint
      • Sika Acquires United Gilsonite Laboratories
      • BEHR Launches COPPER FORCE Interior Paint | Coatings World
      • PPG Sets Goals To Reduce Greenhouse Gas Emissions, Unveils 2021 ESG Report | Coatings World
      • PPG Showcases CORACAR SE 4000B Battery Fire Protection Coatings
      Breaking News
      • Sustainability, Economy are Focus of BCF’s Annual Conference
      • Demand for Rhino Shield Increases
      • ICP Receives ASC Innovation Award for Spray Foam That Meets Changing Environmental Regulations
      • Pylon Coatings Uses Polygiene Biomaster & Verimaster for Antimicrobial Surface Protection
      • Sto Corp. Recognized with Multiple Honors at the EIFS Hero Awards
      View Breaking News >
      CURRENT ISSUE

      May 2022

      • Biocides Market Outlook - 2027
      • Lab & Testing Equipment Directory
      • Aerospace Coatings Market

      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      Thorne Relaunches Gut Health Test with Microbiome Wipe
      Alkemist Labs Announces Alkemist Assured Seal and Next Generation Transparency Reports
      GC Rieber Foundations Expand Philanthropic Efforts
      Coatings World

      Latest Breaking News From Coatings World

      Sustainability, Economy are Focus of BCF’s Annual Conference
      Demand for Rhino Shield Increases
      ICP Receives ASC Innovation Award for Spray Foam That Meets Changing Environmental Regulations
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      New Breast Implant Surgery Guidelines to Enhance Patient Safety
      Rhythm Management Group Debuts RhythmSynergy Tech Platform
      FDA Approves Trial Completion for Virtual Incision's MIRA Platform
      Contract Pharma

      Latest Breaking News From Contract Pharma

      iECURE Enters Agreement with Center for Breakthrough Medicines
      CPDC Enters Clinical Manufacturing Deal with CellBion
      Olon to Build New R&D Center in Italy
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      K-Beauty Brand Siita Shares Plastic Decomposition Technology with the Beauty Industry
      Shellworks Raises $6.2 Million in Seed Funding
      Ulta Beauty Reports Record First Quarter 2022 Results
      Happi

      Latest Breaking News From Happi

      Honeywell Addresses Critical Issues Such as Sustainability, Workforce Training and Digitalization
      Monat Global Wins Four Stevie Awards in the 20th Annual American Business Awards
      Coty Expands Vegan Beauty Portfolio With New Rimmel Mascara
      Ink World

      Latest Breaking News From Ink World

      Zeller+Gmelin Honored as Berry Global’s 2021 Ink Supplier of the Year
      Paul N. Gardner USA Introduces New PosiTector GLS Gloss Meter
      UK-Based Caps Cases Installs World’s First EFI Nozomi 14000 LED Digital Corrugated Press
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      UPM Raflatac accelerates label growth with acquisition
      Labelexpo Asia 2022 postponed
      Teklynx software helps Top Clean Injection validate labels
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      Rael Raises $35M in Series B Funding
      Schobertechnologies Offers Rotary Web-fed Converting Solutions
      Thorne Relaunches Gut Health Test with Microbiome Wipe
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      Toetal Solutions Raises $1.02 Million in New Financing
      ManaMed's ManaSport Wearable Ultrasound Earns FDA Nod
      Ekso Bionics Names Jerome Wong as Interim CFO
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      onsemi Recognized by Fortune 500 for Its Transformation Journey
      LG Display Presents AI-Driven NFT Artwork on Transparent OLED
      Joe Stockunas Joins SEMI as Americas President

      Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login