BU481 Study Guide - Final Guide: Customer Retention, Brand Equity, Product Differentiation
Document Summary
Write-up: recommendation, support highlights of the analysis, high level implementation, performance assessment. In which direction are they heading: direction (mission/vision) Hp"s mission: to make technical contributions for the advancement and welfare of humanity . Ford"s vision: democratize the automobile: strategic triangle, goals, product/market focus. Need to distinguish between necessary activities and those that add value. Activities within the firm that add value: value proposition. Valued by the customers in the target market. A differentiator; sets a product/service apart from competition within the target market. A value proposition that is important to targeted customers, and difficult for competition to copy. Does the value proposition resonate in the target market: value chain/system. Value chain the primary activities from the industry value chain that have been integrated into the structure of an organization. Looks at the primary and support activities in each step. Looks at the areas where value is created. Profitability at each stage indicates power/importance of that stage.
