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GEL analysis

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Laura Allan

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BU121 – GEL Analysis  Stands for Great Customers, Easy Sales, and Long life  Great Customers o Characteristics  Number of customers (customer base)  Needs to be high  Ease of Finding (how easy is it to approach customers?)  Needs to be easy to find  Spending patterns  Needs to be prolific o Value to You  $ Value of Sale  Needs to be high  Repeat Sales (can you sell to customer repeatedly?)  Needs to have a lot  Ongoing sales support  Needs to be low  Easy Sales o Value to Customer  How important (how important is the product to customers?)  Needs to be important  Competitive advantage  Needs to be high  Better support of self-image  Best performance  More complete solution  Top perceived value  First with the new technology  Most visual appeal  Highest-quality product  Best-known product brand  Lowest pricing  Value/price relationship (is it valuable to the customers for the price they’re paying)  Needs to be low (the price needs to be low f
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