Conduct Customer Analysis
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Conduct Customer Analysis
Marketing is a customer-centric strategy-making enterprise. We place customer analysis on the front stage and dig deep. We then bring in other factors (competitors, company competencies, etc.), but only with respect to our findings on customer value and customer DMP. Now it is time to dig into the case details, paying close attention to all case facts and data. Some of this will prove to be irrelevant, but some will be crucial for your analysis.
Each analysis will differ depending upon what kind of marketing issue is at stake and what information you have available. Since we are working on developing your ability to apply marketing logic, customer analysis involves two types of analysis: a) working with the facts and data in the case to make both quantitative and qualitative inferences, and b) developing more speculative inferences by making empathetic leaps into the life worlds of the different kinds of customers involved in the case (i.e., developing hypotheses that, in the real world, would serve as the starting point for empirical market research).
In your analysis, draw upon the concepts developed in class to assist your analysis. We have learned how to conduct detailed investigations of perceived value across multiple dimensions, and DMP across multiple stages.