chapter  8
28 Pages

Customer value strategy and positioning: what have you got to offer, and how does it make you different to the rest?

Our progress towards value-based strategy – the strategic pathway – has so far involved trying to put a handle on the things we can do to learn better from the customer through our market sensing capabilities, and then to exploit this market understanding in the critical market choices that we make – which markets, which segments, which niches should we make our targets? This only makes sense unless if we also have the capability to offer superior value to those customers in those target markets. The third stage in developing the strategy pathway is concerned with the value proposition to our customers.