Brand U companies, even global corporations, have discovered they can’t be all things to all people. The problem started when companies tried to please different customers with a large variety of products, problems arose. Resources were spread too thin so a company could only do certain things moderately well. The wise decision was to focus and develop ‘world class’, process competencies.
This can be seen in the auto industry. Large automotive divisions and plants were built with parallel management design, production, marketing and distribution systems. Overlapping systems created redundancies, bureaucracies, confusion, and ultimately lost customer focus. Vehicles with different features, performance, and visual qualities resulted in unhappy customers.