Can You Say What Your Strategy Is? by David J. Collis and Michael G. Rukstad CAN YOU SUMMARIZE YOUR COMPANY’S STRATEGY in 35 words or less? If so, would your colleagues put it the same way? It is our experience that very few executives can honestly answer these simple questions in the affirmative. And the companies that those executives work for are often the most successful in their industry. One is Edward Jones, a St. Louis–based brokerage firm with which one of us has been involved for more than
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company’s strategy tends to evolve over time because of changing circumstances and ongoing management efforts to improve the company’s strategy. 4. Learn why it is important for a company to have a viable business model that outlines the company’s customer value proposition and its profit formula. 5. Learn the three tests of a winning strategy. Copyright ®2012 The McGraw-Hill Companies, Inc. McGraw-Hill/Irwin 1–2 WHAT DO WE MEAN BY STRATEGY ? ♦ What is our present situation? ● ● WHAT IS
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Land’s End Strategy Overview Broad Differentiation Strategy Targeting: * A broad range of buyers * Value conscious consumers * Products and services stand apart in consumers’ minds * Buyers loyal to the brand Strategic Inputs: * Continuous product improvement and innovation * Excellent customer service * Gain buyer loyalty to its brand Land’s End is a global direct merchant of nice, well made, and durable clothing for men, women, and children. They also sell soft
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recognised value propositions in the world. Anyone associating themselves with Google instantly identify with this. Why is this? Value is not limited to products and services Every day, Google is constantly bringing in something new to the market, something unique, something accessible. Providing cost reduction techniques to suppliers, access to databases for research purposes to Universities, giving customer’s weather updates etc. Value not limited to Customers Google’s value recipients
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Questions 1-1 A strategy is a game plan that enables a company to attract customers by distinguishing itself from competitors. The focal point of a company’s strategy should be its target customers. 1-2 Customer value propositions fall into three broad categories—customer intimacy, operational excellence, and product leadership. A company with a customer intimacy strategy attempts to better understand and respond to its customers’ individual needs than its competitors. A company that adopts an operational
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time value of a customer: Concept and Application Introduction In today’s dynamic business world of changing face of customers is a challenge to reckon with. Companies are increasingly faced with the task of keeping track of their customers, maintaining consistency within the organization and satisfying needs so as to enjoy continued patronage. It’s requirement to build and maintain successful individual-level customer relationships in order to maximize profitability and ensure customer loyalty
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What Are Your Customers Worth? Not all customers are created equal. You need to know their lifetime value, then compare the cost of acquiring, serving, and keeping them. By Sunil Gupta and Donald R. Lehmann Most senior executives say their companies should be customer-focused. Yet in times like these, when budgets are tight, some of the first expenditures to be cut are for marketing and IT, both of which are supposed to help companies better understand and serve customers. Professors Elizabeth
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Associate Level Material Appendix D Customer Relationship Management (CRM) Review the examples of Customer Relationship Management (CRM) characteristics found in the table below. In your own words describe at least three activities that represents each characteristic of a CRM plan; share of customer, lifetime value of a customer, customer equity or high-value customers. |Characteristic |CRM Activity
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follows - • Customer Profitability and Potential Measurement • Aggregate Information rather Actual Data For Customer Profitability measurement, the model aggregated information from a base of 8million data points(customer base) and distributed the profits over 1/10th each The 100/20 rule- this meant that 20% customers accounted for 100% profit.The model divided the customer base into three large baskets - a. Basket “A” = > customers made the most profit b. Basket “B” => customers made some profit
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http://ite.pubs.informs.org. Vol. 9, No. 1, September 2008, pp. 1–9 issn 1532-0545 08 0901 0001 informs ® doi 10.1287/ited.1080.0014 © 2008 INFORMS INFORMS Transactions on Education Using Simulation to Model Customer Behavior in the Context of Customer Lifetime Value Estimation Shahid Ansari, Alfred J. Nanni Accounting and Law Division, Babson College, Wellesley, Massachusetts 02457 {sansari@babson.edu, nanni@babson.edu} Dessislava A. Pachamanova, David P. Kopcso Mathematics
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