Week 2 External Analysis Customer and Competitor BB - Schedule News External Customer Analysis lecture Competitor Analysis Recent business news Chapter

Week 2 External Analysis Customer and Competitor BB -...

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Schedule News? External Customer Analysis lecture Competitor Analysis
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Recent business news?
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External and Customer Analyses Chapter Two
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External & Customer Analysis Role of the external analysis – determine strategic uncertainties Customer Analysis 1) Segmentation analysis 2) Customer motivation 3) Unmet needs
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The Role of External Analysis External Analysis External Analysis Identification Trends/future events Threats/opportunities Strategic uncertainties Identification Trends/future events Threats/opportunities Strategic uncertainties
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Strategic Uncertainties What will be the future demand of the Bolt? What will be the future demand of the Bolt? ? ? ? ? ? ?
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The Role of External Analysis External Analysis External Analysis Strategic Decisions Where to compete How to compete Strategic Decisions Where to compete How to compete Analysis Information-need areas Scenario analysis Analysis Information-need areas Scenario analysis Identification Trends/future events Threats/opportunities Strategic uncertainties Identification Trends/future events Threats/opportunities Strategic uncertainties
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Customer Analysis: Two Faces of Value Products and services create customer value Customer value attracts and retains customers By being attracted and retained, customers in turn create value for the firm and its shareholders
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  • Winter '14
  • Stoltman
  • Marketing, Role of External Analysis, Customer Analysis

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