Presentation Sun Day

8/3/2019 Presentation Sun Day

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market = product / service + customer + customer need

a plan of action designed to achieve a particular goal

is a process that allow an organization to concentrate itslimited resources on the greatest opportunities to

increase sales and achieve a sustainable competitive

advantage.

This is a specific activity for specific objectives, for

specific people, to be performed by specific people

within a specified period of time.


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create superior performance

sustain superior performance

understand your core business

know your competitor as you know yourself

make sure you are sophisticated

understand your internal and external target market

and react to the feedback


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determining distinctivecapabilities

achieving superiorperformance

becomingmarket-Oriented

matching customervalue to requirements

capabilities


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- customer is the focal point of a companys total

operations.- continuous creation of superior value for customers for

his / her satisfaction.

-

requires the involvement and support of the entireworkforce cross-functional participation.

- monitor rapidly changing customer needs and wants

to determine impact on customer behavior, increase

the rate of product innovation and implementstrategies that build companys competitive

advantage.


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customer focus

competitor intelligence cross-functional cooperation

Performance implication

customer focus

market orientation is delivering customer value.

after understanding customers preferences and

requirements deploying organizations resources

effectively to satisfy customers.

requires finding out what values play vital role in

purchasing decision and objective of buyer.


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competitor intelligence

key questions are which competitors, and what

technologies, and whether target customers perceivethem as alternate satisfiers.

creation of superior value requires identification and

understanding of the principal competitors short-

term strengths and weaknesses and long-term

capabilities and strengths.

failure to identify and respond to competitive threats

can create serious consequences. example: Polaroid


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cross functional coordination

all business functions work together to provide

superior customer value. walls between business functions should be

successfully removed.

customer


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companies that are market oriented display favorable

organizational performance as compare to thoseorganizations that are not customer oriented.

performance implications

capabilities are complex bundles of skills & accumulated

knowledge, exercised through organizational processes,

that enables firms to coordinate activities and make use

of their assets.


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EXTERNAL

EMPHASIS

INTERNAL

EMPHASIS

Outside-In

Processes

Inside-Out

Processes

Spanning Processes

Market sensing

Customer linking

Channel bonding

Technology

monitoring

Customer order fulfilment

Pricing

Purchasing

Customer service delivery

New-product/service

development

Strategy development

Financial management

Cost control

Technology development

Integrated logistics

Manufacturing/transfor

mation processes Human resource

management

Environmental health &

safety


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outside in processes

connect the organization to the external environment. provide market feedback.

Offer direction for spanning & inside out processes.

inside out processes

Provide vital information for new productdevelopment, service requirements & competitive

threats.

necessary to satisfy customer value requirement.


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value for buyers consists of the benefits and costs

resulting from the purchase and use of the products. superior value is perceived by the buyer when there

are positive net benefits.

Companies need to pursue value that match distinctive

capabilities.

management must determine where and how it can

offer superior value, directing these capabilities to

market segments that result in favorable competency /value match.


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buyers form value expectations and decide to purchasegoods and services based on their perceptions of

products benefits less the total costs.

customer satisfaction indicates whether the product or

service met the buyers value expectations or not.

superior customer value results from a favorable use

experience as compared to the value offerings of

competitors.


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providing value to customers

deliver value by differentiating the product offer,

offering lower prices relative to competing brands, or acombination of lower cost & differentiation.

deciding which avenue to follow requires matching

capabilities to the best value opportunities.

market sensing capabilities must have effective processes for learning about their

markets. And the information gathered must be shared

across the functions so that appropriate actions can be

taken.customer linking capabilities Establish & maintain close relationship with customer,

this will reduce the possibility of a customer shift of

customer towards competitors offering.

Presentation Sun Day

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