Skip to content
Logo of blog www.exploitingchange.com by Alcera Consulting Inc.
  • About
    • Richard Martin
    • Alcera Consulting Inc.
  • Services
    • Consulting
    • Facilitation
    • Training
    • Speaking
  • Blog
  • About
    • Richard Martin
    • Alcera Consulting Inc.
  • Services
    • Consulting
    • Facilitation
    • Training
    • Speaking
  • Blog
Contact
  1. Home
  2. »
  3. Readiness & Strategy
  4. »
  5. Richard Martin’s Monday Morning Brilliant Manoeuvres

Richard Martin’s Monday Morning Brilliant Manoeuvres

Share this post

  • Richard Martin
  • November 27, 2012
  • 1:17 pm
  • No Comments
Picture of Richard Martin

Richard Martin

Richard Martin empowers leaders to outmaneuver uncertainty and drive change through strategic insight and transformative thinking.
All Posts

Brilliant Manoeuvre
The bridgehead principle is crucial for expanding business, as it provides a notional and physical anchor point in the new territory. Whether the intention is to expand the range of products in an existing market, or to extend the market of an existing range of products, it is always more prudent to proceed in phases, from the known to the less known.

Example
This prudent approach to expansion has served Toronto-Dominion Bank extremely well as it has taken a phased and controlled approach to expansion in the US from its strong base of operations in Canada. Toronto-Dominion Bank (TD) established a US bridgehead in the US Northeast by acquiring Bancnorth Group of Maine in 2004. It then added Hudson United Bank with operations in New Jersey and Philadelphia in 2005. TD Ameritrade, the result of a previous expansion of TD into US based discount brokerage operations, was integrated into TD Bank. TD acquired Commerce Bank with branches all along the eastern seaboard in 2008, further expanding out of the initial bridgehead in the Northeast. In 2010, TD Bank acquired a series of banks headquartered in South Carolina and Florida. By 2011, TD Bank had become one the 10 largest banks in the US, with over 1,200 branches from New England down to Florida. Throughout the period, Toronto-Dominion never overextended itself and was able to marshal resources in phases for further thrusts into the US market. Moreover, the knowledge and experience that was gained in each phase of the expansion campaign became useful intelligence for the next phase.

Tip
Are you intending a major push by acquiring a competitor in the new market? If so, do you have the resources and staying power to fight off the inevitable competitive counterattacks and initial lack of knowledge and experience in this market? Do you have the resources to invest in continual upgrades in your products and marketing in these markets or will you prematurely run out of resources, having shot your load in the initial takeover campaign?


Discover more from Exploiting Change

Subscribe to get the latest posts sent to your email.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Ready to

Navigate change and strengthen your strategy?

Let’s get started.

Book a call

Share this post

Richard Martin, President of Alcera Consulting Inc.

Richard Martin

Richard Martin is the President of Alcera Consulting Inc., a strategic advisory firm collaborating with top-level leaders to provide strategic insight, navigate uncertainty, and drive transformative change, ensuring market dominance and excellence in public governance. He is the author of Brilliant Manoeuvres: How to Use Military Wisdom to Win Business Battles and the creator of the blog ExploitingChange.com. Richard is also the developer of Strategic Epistemology, a groundbreaking theory that focuses on winning the battle for minds in a world of conflict by dismantling opposing worldviews and ideologies through strategic narrative and archetypal awareness.

PrevPreviousRichard Martin’s Upcoming Speaking Events
NextWhat Are Your Objectives for 2013?Next

Seeking Agent or Publisher Introductions

Read More »

Competence Is the Heart of Leadership

Read More »

The Apocalypse Is Always Now: A Warrior’s Journey from Glory to Home

Read More »
Page1 Page2 Page3 Page4 Page5

You've come this far...

Ready to build a strategy

That is truly impactful?

Book a call

Logo of www.exploitingchange.com blog, by Alcera Consulting Inc.

I collaborate with top-level leaders to provide strategic insight, navigate uncertainty, and drive transformative change, ensuring market dominance and excellence in public governance.

Contact me

+1 (514) 453-3993

Latest Articles

  • Seeking Agent or Publisher Introductions
  • Competence Is the Heart of Leadership
  • The Apocalypse Is Always Now: A Warrior’s Journey from Glory to Home

Links

  • About
    • Richard Martin
    • Alcera Consulting Inc.
  • Services
    • Consulting
    • Facilitation
    • Training
    • Speaking
  • Blog
  • About
    • Richard Martin
    • Alcera Consulting Inc.
  • Services
    • Consulting
    • Facilitation
    • Training
    • Speaking
  • Blog

Sign up for weekly insights

Sign up for weekly insights

We don’t spam! Read more in our privacy policy

Check your inbox or spam folder to confirm your subscription.

Privacy Policy – Terms & conditions

Alcera Consulting Inc. © 2024 Copyright - All Rights Reserved

Socials

X-twitter