External and Customer Analysis参考.ppt

? Copyright 2010 John Wiley Sons Ltd Strategic Market Management Global Perspectives David A. Aaker and Damien McLoughlin ISBN: 978-0-470-68975-2 /college/aaker ? Copyright 2010 John Wiley Sons Ltd * Chapter Two ? Copyright 2010 John Wiley Sons Ltd * External and Customer Analysis “The purpose of an enterprise is to create and keep a customer.” 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 External Analysis Strategic Decisions Where to compete How to compete Analysis Information-need areas Scenario analysis Identification Trends/future events Threats/opportunities Strategic uncertainties Figure 3.1 Figure 2.1 Strategic Uncertainties Strategic Uncertainties Will a major firm enter? Will a tofu-based dessert product be accepted? Will a technology be replaced? Will the Euro strengthen against other currencies? Will computer-based operations be feasible with current technology? How sensitive is the market to price? Strategic Decisions Investment in a product market Investment in a tofu-based product Investment in a technology Commitment to off-shore manufacturing Investment in a new system A strategy of maintaining price parity Strategic Uncertainties What will the future demand? Performance improvements? Competitive technological developments? Financial capacity of health care industry? Customer Analysis Segmentation Who are the biggest customers? The most profitable? The most attractive potential customers? Do the customers fall into any logical groups based on needs, motivations, or characteristics? How could the market be segmented into groups that would require a unique business strategy? Figure 3.2 Customer Analysis Customer Motivat