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MARE Model Inputs Means ends analysis Primary Output

MARE Model Inputs Means ends analysis Primary Output benefits that are key to creating competitive advantage attributes are most important to creating those benefits (ACE matrix). ATTRIBUTES & ADVANTAGE. ATTRIBUTES & ADVANTAGE. Tools Attribute Comparison and Evaluation (ACE) Matrix

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MARE Model Inputs Means ends analysis Primary Output

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  1. MARE Model Inputs Means ends analysis Primary Output benefits that are key to creating competitive advantage attributes are most important to creating those benefits (ACE matrix) ATTRIBUTES & ADVANTAGE

  2. ATTRIBUTES & ADVANTAGE Tools Attribute Comparison and Evaluation (ACE) Matrix Profitable product strategies give consumers the right mix of attributes Including too few important attributes will lose customers Including too many attributes will lose money Managers must find the best fit between the bundle of attributes and consumer needs

  3. ACE Matrix Uncovering Salient Attributes Goal is to understand the patterns of: Why and how consumer use a product How they purchase it How they perceive product related risks

  4. ACE Matrix Uncovering Salient Attributes Methods Identify parallel needs

  5. ACE Matrix Uncovering Salient Attributes Methods Identify parallel needs Identified purchase patterns

  6. ACE Matrix Uncovering Salient Attributes Methods Identify parallel needs Identified purchase patterns Observe how customers actually use the product

  7. ACE Matrix Uncovering Salient Attributes Methods Identify parallel needs Identified purchase patterns Observe how customers actually use the product Identify consumers’ perceptions of risk

  8. ACE Matrix Dimensions Attribute Level Basic Discriminator Energizer Feeling Generated Positive Negative Neutral

  9. ACE Matrix Explained from MacMillan, Ian C. and Rita Gunther McGrath (1996), "Discover your Products' Hidden Potential," Harvard Business Review, 74 (3), 58.

  10. ACE Matrix Managing Attributes by Segment from MacMillan, Ian C. and Rita Gunther McGrath (1996), "Discover your Products' Hidden Potential," Harvard Business Review, 74 (3), 58.

  11. ACE Matrix Managing Attributes by Segment from MacMillan, Ian C. and Rita Gunther McGrath (1996), "Discover your Products' Hidden Potential," Harvard Business Review, 74 (3), 58.

  12. Evaluate Existing Options Key MARE Model Inputs Means-ends map ACE Matrix Description of competitors and their competitive advantage Primary Output What benefits are lacking in the current options What attributes need to be added Evaluation how poorly the existing options meet customer needs

  13. Evaluate Existing Options Most critical step in defining the opportunity Common Problems Overvaluing attribute that is meaningless to consumers Not recognizing the true value by only focusing on functional aspects or product in isolation Failing to consider the competitive environment

  14. Evaluate Existing Options Jitterbug http://www.greatcall.com/

  15. EXISTING OPTIONS Tools Henderson’s Competing Solutions Table Symptoms focused customer analysis Henderson’s Disjuncture analysis looks for disagreements among experts regarding value

  16. NEEDS ASSESSMENT

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