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Reaching Beyond Existing Demand

Reaching Beyond Existing Demand. Blue Ocean Strategy Chapter 5 Team 5 Sectio n 092 – Richard Alven, Paul Briseno, Jacqueline Henderson, Matthew Tawfiq. 2 Conventional Practices . 1. Focusing on existing customers 2. Strive for finer segmentation to accommodate buyer differences.

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Reaching Beyond Existing Demand

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  1. Reaching Beyond Existing Demand Blue Ocean Strategy Chapter 5 Team 5 Section 092 – Richard Alven, Paul Briseno, Jacqueline Henderson, Matthew Tawfiq

  2. 2 Conventional Practices • 1. Focusing on existing customers • 2. Strive for finer segmentation to accommodate buyer differences

  3. Look to Noncustomers • Don’t focus on customer differences • Build on powerful commonalities in what buyers value • Reach beyond existing demand to create new customers

  4. 3 Tiers of Noncustomers • Fig 5.1 1st Tier - Your Market 3rd Tier 2nd Tier

  5. 1st Tier Noncustomers • Sit on the edge of market • Become stagnant and develops a growth problem as the number increases • Minimally use current market offerings/ Upon finding alternative they would immediately jump ship

  6. 2nd Tier Non Customers • Refusing non-customers • People who either do not use or cannot afford to use the current market offerings • Find offerings unacceptable or beyond their makings • JC Decaux

  7. 3rd Tier Non Customers • Unexplored non-customers • Have not been targeted or thought of as potential customers • Do not target these people because they feel that these people meets have been met or they belong to other markets.

  8. Disney • 1st Tier Non Customers • Young Children and their parents who have not latched on to any Disney Trends • 2nd Tier Non Customers • Early to late teens who feel they’ve outgrown the magic • 3rd Tier Non Customers • Young adults with no children, and senior citizens. • More appealing options in all markets that Disney is involved in for this category.

  9. Go For the Biggest Catchment! • Focus on the tier that represents the biggest catchment. • Explore whether there overlapping commonalities across the three tiers of noncustomers

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