Situational Analysis Customer Analysis
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Transcript Situational Analysis Customer Analysis
Situational Analysis
Customer Analysis
What Do We Need to Know
About Our Customers?
Framework for
Customer Analysis
Identify the relevant market
Tailor customer analysis to the relevant
market.
Which customers or customer segments
have needs/wants that can be satisfactorily
met with the products or services offered?
How do we identify the
relevant market?
Brainstorm?!
Use market definition to identify what level
of demand is most relevant.
Primary demand
Selective demand
Market Definition
Thirst
Primary
Demand
Milk
Soda
Ground
Secondary
Demand
Folger’s
Coffee
Whole
Bean
Starbuck’s
Instant
Millstone
Tea
Coffee
Bag
Gevalia
Juice
Primary Demand
Demand for product form or class.
Broad definition of relevant market.
Analyzing primary demand
involves...
Asking questions in two areas:
Buyer identification
Willingness-to-buy and ability-to-buy
Selective Demand
Demand for a specific brand or supplier
within the relevant market.
Consistent with defining narrow relevant
markets.
Associated with:
Analyzing selective
demand involves...
Understanding how customers make
choices from among alternative brands
within the relevant market.
Focus on specific decision processes and
determinant attributes.
Expanded 5-W Model for
Customer Analysis
Who are our current and potential customers?
5-W Model, continued
What do our customers do with our products?
5-W model, continued
Where do our customers purchase our
products?
5-W model, continued
When do our customers purchase our
products?
5-W model, continued
Why (and how) do our customers select
our products?
How are the needs of our customers
expected to change in the future?
What methods of payment do our customers
use when making a purchase?
Are our customers prone to developing close
long-term relationships with us and our
competitors, or do they buy in a transactional
fashion (primarily based on price)?
5-W model, continued
Why do potential customers not purchase
our products?
What are the basic needs of noncustomers
that are not being met by our products?
What are the features, benefits, or
advantages of competing products that cause
noncustomers to choose them over our
products?
Are there issues related to distribution,
communications, and pricing that cause
customers to not purchase our products?
What is the potential for converting these
noncustomers to our products?
How Do Firms Collect
Data?
Qualitative research methods
Focus groups
Interviews
Observation
Quantitative research methods
Surveys
Mail, phone, on-line, mall intercept
Experimental design