ABSTRACT
For any market segment there are few quality dimensions, perhaps only one, in which a firm must excel to be successful. It implies that the company’s technical advice and delivery capability are its weakest links. The company would pursue the wrong path if, as a result of this analysis, it began to skew its focus toward improving technical advice and delivery capability. The company would be far better off by improving its accessibility. Marketing professionals will note that the performance profile forms include columns for both the present and the future. In completing this profile, they will analyze four key elements: the target market, distribution channels, direct competition and other external forces. Although the target market has a number of purchasing motives, some are more important than others. In Micron’s case, the key buying motives are extensive applications, high performance, reliability, and immediate service.
