دانلود رایگان مقاله لاتین آنالیز استراتژیک منحنی ارزش از سایت الزویر
عنوان فارسی مقاله:
تجزیه و تحلیل استراتژیک منحنی ارزش: تشخیص و بهبود گزاره ارزش مشتری
عنوان انگلیسی مقاله:
Strategic value curve analysis: Diagnosing and improving customer value propositions
برای دانلود رایگان مقاله آنالیز استراتژیک منحنی ارزش اینجا کلیک نمایید.
بخشی از مقاله انگلیسی:
The strategy canvas provides a rich visual description of the focal firm’s competitive landscape. A strategy canvas depicts the attributes that target customers use to make their purchase decisions on the horizontal axis of the strategy map–—for example, customers select between competing offerings based on their prices, quality, prestige, and delivery times. The attributes used by consumers to make their purchase decisions should be prioritized and listed in order of importance, with price typically being the most important purchase attribute. The vertical axis of the strategy canvas depicts the rankings of each offering’s attributes from 0 to 10. Managers generate value curves for each of the competing offerings by ranking each purchase attribute listed on the horizontal axis from 0 to 10 using their judgment–—judgments that should be validated with customer data provided by J.D. Power and Associates, Consumer Reports, or direct surveys of customer preferences. When managers have completed Kim and Mauborgne’s (2005) strategy canvas, there should be separate value curves that illustrate the focal firm’s and its rival’s customer value propositions. Build-A-Bear Workshop provides an effective example of how a strategy canvas can be used to represent a competitive landscape (Sheehan & Vaidyanathan, 2007). When Build-A-Bear Workshop entered the plush toy marketin 1997,it had two main competitors: At the low-end of the market, low quality plush animals were sold by a number of noname manufacturers (see the value curve ‘Budget Teddy Bear’in Figure 1) while the top end ofthe plush animal market was dominated byGund (see the value curve ‘Gund Teddy Bear’ in Figure 1). The horizontal axis of the strategy canvas includes the four primary purchase attributes that Gund and the budget bear producers competed on, listed in order of importance: price (whereGund is displayed as having lower value to consumers due to its higher price), quality and plushness, availability, and animal cuteness. Build-A-Bear successfully entered the plush toy market by offering consumers a compelling value proposition. While Build-A-Bear offered comparable plushness and animal cuteness to the stuffed animals sold by Gund, it created new value for children by allowing them to customize their bears, which entices parents to pay $40—$80 per bear depending on the number and type of accessories children select for their bears. Offering a unique value proposition (see the value curve ‘Build-A-Bear Workshop’ in Figure 1)–—letting children personally tailor their bears–—allowed the retail chain to grow very quickly: Build-A-Bear sold over 50 million bears in 10 years.
برای دانلود رایگان مقاله آنالیز استراتژیک منحنی ارزش اینجا کلیک نمایید.
کلمات کلیدی:
Value Curves - - Marketing Teacher www.marketingteacher.com/value-curves/ The value curve is a tool for strategic managers to see visually how their strategy works ... So to draw your own value curve you should brainstorm the factors of ... Strategic value curve analysis : diagnosing and improving customer ... https://www.econbiz.de/.../strategic-value-curve-analysis...and...value.../10011286504 Strategic value curve analysis : diagnosing and improving customer value propositions. Norman T. Sheehan; Vince Bruni-Bossio ... The Value Curve - Expert Program Management www.expertprogrammanagement.com/2011/04/the-value-curve/ A Value Curve is a diagram which can be used to show instantly where value is ... It is thus a powerful tool to create new market spaces (blue ocean strategy). Using Value Curves in Strategy Management - Velopi www.velopi.com/news/pmi-pmp-free-project-management-resource-value-curve Nov 2, 2015 - The Value Curve concept is useful in strategic planning where you wnat to ... but it requires a great deal of analysis to provide the correct data. Images for Strategic value curve analysis Image result for Strategic value curve analysis Image result for Strategic value curve analysis Image result for Strategic value curve analysis Image result for Strategic value curve analysis Image result for Strategic value curve analysis More images for Strategic value curve analysis Report images Searches related to Strategic value curve analysis value curve analysis example value curve analysis template value curve template value curve blue ocean strategy value curve examples value curve creator value curve generator value curve analysis wiki
