presentation

The second oral presentation is on your industry and competitive analysis. Please, follow these instructions:

1. Present your PESTEL, 5 + (1) Porter’s forces, SWOT analysis (brief presentation)

2. The Comparative analysis of your Value proposition with the primary competitor’s one (Must have, Performers, Delighters)

3. Positioning of your business (We will discuss it on week 7)

4. No more than 5 slides, except introduction and conclusion.

more details of 2 and 3 points

2. The Comparative analysis of your Value proposition with the primary competitor’s one (Must have, Performers, Delighters)

You should compare your Value Prop with the competitor’s one. Take two main competitors.

The terms in parenthesis are a part of Kano’s model. We haven’t covered it, but this is more or less the same as types of the gains (required, expected etc.). I give a short simple explanation:

Must Have = expected characteristics of the product: these characteristics can not satisfy the customer, but can easily dissatisfy if the product doesn’t have them. Remeber the example with the clean hotel room? You won’t be happier if the room is clean, but you will be unhappy if it’s not.

Performers = desired characteristics of the product: these characteristics can satisfy the customer if they exist in the product. Example with the hotel – quick wi-fi.

Delighters = unexpected characteristics of the product: these characteristics are a good surprise for the customers. Hotel example: free welcome breakfast that was not initially included in the price.

So, you should compare your Value Prop using must have’s, performers, and delighters.

3. Positioning of your business

As we have discussed in the class, consider two parts:

– Pricing strategy (tell us which one you want to use, and why?)

– Promotion (how will you deliver the value to the customers – advertising)

 
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