Â What is the role of the business within the company (or
part of a business) you are basing your Assignment on? How is
performance evaluated? What percentage of portfolio
sales/performance does the business account for? In 2. below you
identify a customer target. How important is this customer target
to the business and what are current levels of performance? If you
have competitors what is their position/performance? Â
2. 100-200 words maximum Select a customer target. Outline the customer â€˜job to be doneâ€™, what they want, crystallise customer needs. Hints: a. Quantify, stress relative importance (weights) of customer needs in a tabulation b. If different customers have very varied needs it may be appropriate to focus in on one market segment with similar needs or even just on one customer
Please ensure you include your student number and the assignment reference (SM/Student Number/Nov15/3) in all submitted assignments and that assignments are paginated. Failure to do this may lead either to a grade not being assigned or being wrongly assigned
c. Once you have considered and weighted customer needs consider how well you (and competitors if you have them) satisfy them. Consider Price vs. Needs -Â this starts to address elasticities and Value. d. You do not have to accept current customer needs; they change over time; your desired strategy may be to re-educate customers to a novel set of requirements you can uniquely satisfy. Note: customers may not be able to articulate their needs. e. You may wish to reflect on the Decision Making Unit, Decision Making Process, Influencers (Marketing course) Â
3. 100 words maximum Outline your current and desired position/core value proposition in broad terms (a positioning statement outlines how you intend to meet the â€˜job to be doneâ€™/customer needs). Your current and desired position may be the same. If the position is the same your Assignment is primarily concerned with how you can execute that position more effectively, efficiently and build for the future. Note: You cannot decide on your desired position until you have conducted your Audit in Section 5. Your desired positioning in this Section informs the marker of the outcome of your subsequent analysis.Â Hints: a. Ensure your desired positioning is consistent with your Audit analysis in Section 5. b. Normally a positioning statement outlines how you intend to satisfy customer requirements better than competitors. For an internal service how youÂ could deliver better value more cost effectively, or, better than potential external providers c. Business Strategy Workshop readings include: M.E. Porterâ€™s article covers the Generics and Need/Access/Variety; D/Aveniâ€™s article covers the Value Map;Â Kim and Mauborgneâ€™s article covers Distinctive Tag Line and Strategy Canvas.Â These can be used to help illustrate your desired position (as well as Workshop content: The Discipline of Market Leaders, Spider Graph, ZigZag Positioning, SNAP charts). Grantâ€™s chapter 7 considers â€˜The Sources and Dimensions of Competitive Advantageâ€™ d. Your desired position should link closely to step 5 (your Audit) and step 7 (the Management Agenda).
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