© 2012 pearson education, inc. publishing prentice hall. note 18 generic strategies—the value map
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© 2012 Pearson Education, Inc. publishing Prentice Hall. Figure Note Value Map for Flat Screen TVs 3TRANSCRIPT
© 2012 Pearson Education, Inc. publishing Prentice Hall.
Note 18Generic
Strategies—TheValue Map
© 2012 Pearson Education, Inc. publishing Prentice Hall.
Figure Note 18-1 - The Value Map and Value Frontier or Fair Value Zone
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Figure Note 18-2 - Value Map for Flat Screen TVs
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Figure Note 18-3 - Strategies and Results within the Value Map
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© 2012 Pearson Education, Inc. publishing Prentice Hall.
Application of Customer Value Analysis
A customer value analysis serves two purposes: It can be useful in the formulation of market databased
strategies, which are preferable to vague definitions or blurry descriptions of strategies
This type of analysis helps identify clear measures to implement strategies
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© 2012 Pearson Education, Inc. publishing Prentice Hall.
Application of Customer Value Analysis
In order for an analysis to be successful, the marketer must have clear answers to the following questions, ideally based on market research data: What is our target market? Who are our competitors in the target market? What are the customers’ buying criteria? How important is each of these criteria?
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© 2012 Pearson Education, Inc. publishing Prentice Hall.
Application of Customer Value Analysis
How do customers evaluate our product and the competitors’ products on the basis of these buying criteria?
What are our prices and those of the competitors? What is the customers’ price sensitivity?
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© 2012 Pearson Education, Inc. publishing Prentice Hall.
Application of Customer Value Analysis
Steps of analysis Step 1: Definition of the target market Step 2: Identification of competitors Step 3: Identification of customers’ buying criteria and
their relative importance Step 4: Assessment of product performance and price Step 5: Calculation of relative quality and relative price
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© 2012 Pearson Education, Inc. publishing Prentice Hall.
Application of Customer Value Analysis
Step 6: Estimation of customers’ price sensitivity Step 7: Creation of the customer value map and
formulation of strategies Step 8: Definition of an action plan using importance-
performance analysis
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Figure Note 18-4 - Worksheet for Customer Value Analysis
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Figure Note 18-5 - The Customer Value Map
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© 2012 Pearson Education, Inc. publishing Prentice Hall.
Figure Note 18-6 - Importance-Performance-Analysis
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