Analyzing Competitors Strengths and Weaknesses Dominant(主宰型) Strong(强大型) Favorable(优势型) Tenable(防守型) Weak(虚弱型) Nonviable(难以生存型)
11 • Strengths and Weaknesses – Dominant（主宰型） – Strong（强大型） – Favorable（优势型） – Tenable（防守型） – Weak（虚弱型） – Nonviable（难以生存型） Analyzing Competitors
Customer value analysis Customer value analysis determines the benefits that target customers value and how customers rate the relative value of various competitors offers Identification of major attributes that customers value and the importance of these values Assessment of the company's and competitors performance on the valued attributes
12 Customer value analysis • Customer value analysis determines the benefits that target customers value and how customers rate the relative value of various competitor ’s offers. • Identification of major attributes that customers value and the importance of these values • Assessment of the company ’s and competitors ’ performance on the valued attributes
Customer Value Analysis Perceived Function Perceived Reliability Perceived Benefits Perceived service Customer Perceived Brand Image Value Perceived Costs Perceived Price 13
13 Customer Value Analysis Perceived Perceived Function Function Perceived Perceived Reliability Reliability Perceived Perceived Service Service Perceived Perceived Brand Image Brand Image Perceived Price Perceived Price Perceived Benefits Perceived Benefits Perceived Costs Perceived Costs Customer Value Customer Value
Customer Value Analysis Industry Average 1. Display the competitive advantage of different firms High CV 2 Visualize the source of competitive advantage and customer- perceived B posItioning Low CV 3. As a type of perceptual lLow Perceived price High map to explore the competitive Customer Value Map relationships between firms or brands (Source: Gale, Bradley T(1994), Managing Customer Value, NY: Free Press
14 Customer Value Analysis 1. Display the competitive advantage of different firms 2. Visualize the source of competitive advantage and customer-perceived positioning 3. As a type of perceptual map to explore the competitive relationships between firms or brands D A B C Industry Average Low CV High CV Low Perceived Benefits High Low Perceived Price High Customer Value Map (Source: Gale, Bradley T. (1994), Managing Customer Value, NY: Free Press.)
Customer Value Analysis Customer Value Map: Cell Phone Industry(2003) Nokia 1.04 Motorola Samsung 1.02 DBTel Philips Haier Xiaxin 100 Ketia Others d0.98 Siemens TCL n.0.96 0.94 0.92 0.85 1.00 Perceived Price ( Source: Wang, Gao(2004), "Customer Value and Competitive Advantage: Illustrated with Ce\\15 Phone Industry, " Management World, (October),97-106)
15 Customer Value Analysis (Source: Wang, Gao (2004), “Customer Value and Competitive Advantage: Illustrated with Cell Phone Industry,” Management World, (October), 97-106.)