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Lecture Strategic market management: Chapter 2 - External and customer analysis. This chapter presents the following content: External analysis, the scope of customer analysis, segmentation, customer motivations, unmet needs. | Chapter 2 - External and Customer Analysis PPT 2- Part One Strategic Analysis Chapter 2 - External and Customer Analysis PPT 2- External and Customer Analysis Chapter Two Chapter 2 - External and Customer Analysis PPT 2- The Role of External Analysis External Analysis Strategic Decisions Where to compete How to compete Analysis Information-need areas Scenario analysis Identification Trends/future events Threats/opportunities Strategic uncertainties Figure 2.1 Chapter 2 - External and Customer Analysis PPT 2- Strategic Uncertainties Strategic Uncertainties Will a major firm enter? Will a tofu-based dessert product be accepted? Will a technology be replaced? Will the dollar strengthen against an off-shore currency? Will computer-based operations be feasible with current technology? How sensitive is the market to price? Strategic Decisions Investment in a product market Investment in a tofu-based product Investment in a technology Commitment to off-shore manufacturing . | Chapter 2 - External and Customer Analysis PPT 2- Part One Strategic Analysis Chapter 2 - External and Customer Analysis PPT 2- External and Customer Analysis Chapter Two Chapter 2 - External and Customer Analysis PPT 2- The Role of External Analysis External Analysis Strategic Decisions Where to compete How to compete Analysis Information-need areas Scenario analysis Identification Trends/future events Threats/opportunities Strategic uncertainties Figure 2.1 Chapter 2 - External and Customer Analysis PPT 2- Strategic Uncertainties Strategic Uncertainties Will a major firm enter? Will a tofu-based dessert product be accepted? Will a technology be replaced? Will the dollar strengthen against an off-shore currency? Will computer-based operations be feasible with current technology? How sensitive is the market to price? Strategic Decisions Investment in a product market Investment in a tofu-based product Investment in a technology Commitment to off-shore manufacturing Investment in a new system A strategy of maintaining price parity Chapter 2 - External and Customer Analysis PPT 2- Strategic Uncertainties What will the future demand? Performance improvements? Competitive technological developments? Financial capacity of health care industry? Chapter 2 - External and Customer Analysis PPT 2- Customer Analysis Segmentation Identification of customer groups that respond differently from other groups to competitive offerings. Thus, a successful segmentation strategy requires the conceptualization, development, and evaluation of a targeted competitive offering. Who are the biggest customers? The most profitable? The most attractive potential customers? Figure 2.2 Chapter 2 - External and Customer Analysis PPT 2- Examples of Approaches to Defining Segments Customer Characteristics Geographic Type of organization Size of firm Lifestyle Sex Age Occupation Figure 2.3 Chapter 2 - External and Customer Analysis PPT 2- Examples of Approaches to .
