Situation Analysis Flashcards
Situation analysis
5Cs:
- Customer
- Company
- Competitor
- Collaborator
- Context
Customer analysis
- Why do customers buy?
- How do customers buy?
- Which customers are more valuable?
Why do customers buy?
Job To Be Done (JTBD): what an individual really seeks to accomplish in given circunstances.
How do customers buy?
Customer Decision Journey (CDJ): Trigger - Consider - Evaluate - Buy - Experience - Advocate - Consider - Bond
Which customers are more valuable?
- Consumer Lifetime Value (CLV): present value of profits generated by a customer over the life of his/her business with the firm
- Customer Acquisition Cost (CAC): upfront cost of acquiring a customer for the firm
Company analysis
- What is your strategy?
- What is your portfolio?
- How is your performance?
What is your strategy?
- Differentiation
- Cost leadership
- Customer focused
Differentiation
Achieving superior performance in an important customer benefit area valued by a large part of the market.
Cost leadership
Achieving lowest production and distribution costs in order to
underprice competitors and win market share.
Customer focused strategy
Achieving deep customer understanding on one or more narrow market segments, and pursuing either cost leadership or differentiation within this target segment.
What is your portfolio?
BCG Matrix: high/low market share and high/low market growth.
- High/high: star
- High/low: cash-cow
- Low/high: question mark
- Low/low: dog
How is performance?
Measured with Key Performance Indicators (KPIs):
- Sales
- Costs
- Margins
- Profits
- Market share
- Awareness
- CLV
- …
Competitor analysis
- Who are your competitors?
- How do your competitors compete?
Who are your competitors?
- Direct competitors
- Latent competitors
Direct competitors
Cater for the same customer needs with similar offers.
