Situtation Analysis Flashcards
(18 cards)
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
TCE BEA CB
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.
Latent competitors
Offer different or new ways to satisfy the same customer need.
How do your competitors compete?
Select different competing factors and rank each competitor within each factor, in a graph.
SWOT Analysis
Identify internal/external and positive/negative factors
Internal positive: strenghts
Internal negative: weaknesses
External positive: opportunities
External negative: threats
