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Volvo

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Submitted By andcon
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Peter Drucker – the only purpose of business is to create and keep customer

Whoever is closest to customer is the most valuable employees

“if you write a sentence in business without a number you’re doing something wrong”

3 contributions and 3 questions

Insights – wow factor

Implications – so what is the impact of the insight over business

Porter’s five forces – Shows how value is captured Threat to substitute
Intensity of competitive of competition
Power of buyers
Power of suppliers
Threat of new entrance
Level of risk (low, medium or high)
Why? (justification of risk level)
How can we mitigate the risk * Concentrate on high level risks within porters 5 forces * * GE Mckinsey Matrix – category attractiveness and competitive position

*

SWOT
Relative Strength
Relative weaknesses

Competitive advantage:
Superior inputs
Superior technology
Superior operations
Superior data
Superior collaborators/partners
Superior branding
Superior offering
Superior perceptual positioning
Superior access
Superior segment
Superior customers

Protano 8 C
Category – demand - willingness to buy and ability to pay, need is perceived lack, never a product. Customers buy benefits and solutions
Perception – the world according to you
Marketing manager:
Creator of value
Manager of perception
Master of persuasion
Keeper of relationships for a lifetime
Want – a specific satisfier (product or brand) * Competition – any player in the market going after the same customer
Horizontal competition – competition across similar competitors
Vertical competition (forward) – towards consumers
Vertical competition (backwards) – towards suppliers
Company – competitive position
Customer
Consumer

Strategic problem must ask the question “why” afterwards
Opportunity statements must have a number and time period
MECE

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