Professional Documents
Culture Documents
Global Perspectives
Theodore Levitt
“You can’t just ask customers what they want and
then try to give that to them. By the time you get it
built, they’ll want something new.”
Steve Jobs
“Without a specific reason for the consumer to
behave, without a reward or benefit, the
overwhelmed consumer will refuse.”
Seth Godin
The Role of External Analysis
Strategic Decisions
• Where to compete
• How to compete
External
Analysis
Identification
• Trends/future events Analysis
• Threats/opportunities • Information-need areas
• Strategic uncertainties • Scenario analysis
Figure 2.1
Figure 3.1
Strategic Uncertainties
Strategic Uncertainties Strategic Decisions
• Performance improvements?
Figure 3.2
Segmentation variables
Customer Product related
characteristics: approaches:
Geographic, User type
Type of org. Usage
Size of org. Benefit sought
Lifestyle Price sensitivity (A101)
Sex Competitor
Age Application
Occupation Brand loyalty
© Copyright 2010 John Wiley & Sons Ltd
14
Benefit based segmentation
– What are the customers’ objectives? What are they really buying?
Figure 3.2
Customer Analysis
Unmet Needs
– Why are some customers dissatisfied? Why are some changing brands or
suppliers?
– What are the unmet needs that customers can identify? Are there some of
which consumers are unaware?
Figure 3.2
Segmentation
How should segments be defined?
– Benefit Segmentation
– Price Sensitivity
– Loyalty
– Applications
Figure 3.3
Examples of Approaches to
Defining Segments
Product-Related Approaches
– User type
– Usage
– Benefits sought
– Price sensitivity
– Competitor
– Application
– Brand loyalty
Figure 3.3
The Loyalty Matrix: Priorities
Low
Non-customer to High Zero
Medium
Figure 2.4
Figure 3.4
Customer Motivation Analysis
Identify
Motivations
Group and
Structure
Motivations
Assess
Motivation
Importance
Figure 2.6
Assign Strategic
Roles to Motivations
Figure 3.6
The Customer as Active Partner
Encourage Active Dialogue
Customer motivation analysis can provide insights into what assets and
competencies are needed to compete, as well as indicate possible SCAs.
Tom Peters