【正文】 e costs ? Insurance Style: ? Body style ? Color ? Image Comfort: ? Leather interior ? Stereo system ? Leg room 附錄三： PowerPoint制作工具及范本 36 With traditional research, when you ask how important any particular feature is individually, consumers tend to say each is very important. 1 2 3 4 5 6 7 8 9 10 Styling Price Speed Reliability Not at all important Very important S it u a t io nA s s e s s m e n t H y p o t h e s i s L i s tD e v e l o p m e n t S u r v e y C o l l e c ti o n D a t a C o d i n ga n d U t i l it yC a l c u l a t i o nI n s t r u m e n tD e s i g n a n dT e s t i n gF i e l dA d m i n i s t r a t i o nP r e p a r a t i o nS a m p l e Q u o t aD e s i g n a n dL i s t P u l l D a t a A n a l y s i sInstrument Design 附錄三： PowerPoint制作工具及范本 37 Based on answers to the tradeoff questions, buyer values are calculated and respondents are grouped by “l(fā)ike” values to help identify target segments. High Low High Low . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — Buyer Value Segments — . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Channelists Rate / Speed Note: 1) Each dot represents thousands of consumers 2) Analyses were run for all possible binations to identify the best grouping of consumers and their values . . . . . . . . . . . . . . . Speed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Liquidity / Access . . . . . . . . . . . Performance Price ILLUSTRATIVE Case Study 附錄三： PowerPoint制作工具及范本 38 These groups or segments of consumers not only have different profit potentials... — Investment Buyer Value Segments — % of Market (Consumers) — Investment Buyer Value Segments — % of Market ($) — Average Investment Balance Per Value Segment — Source: Andersen Consulting National Buyer Values Study for Retail Financial Services Consumers Value Segment Channel Rate / Speed Liquidity / Access Sensitive Speed Avg.. Investment Balance $77,725 $92,264 $96,335 $68,212 Case Study Channelists Speed Liquidity / Access Sensitive 20%23%2 3 %34% Rate / Speed Sensitive 37%20%2 7 %16% Speed Liquidity / Access Channel Rate / Speed 附錄三： PowerPoint制作工具及范本 39 $ In summary, using value based segmentation is a powerful tool to improve a client’s bottom line. Creates Revenue Opportunities ? Retain most profitable customers ? Improve profitability of other customers by fulfilling their values with lower cost structures ? Generate new business ? Identify revenue enhancement opportunities ? Simplify and increase effectiveness of client’s target market activities Identifies Substantial Cost Reduction ? Better manage utilization of client’s delivery work ? Focus on delivery on required service thresholds ? Strip costs from nonvalue added processes ? Don’t have to build one delivery option that fits all Better Positions Relative to Client’s Competition ? Increased customer satisfaction due to fulfilled value sets ? Organization clearly understands goals and delivery expectations ? Sets stage for adaptable anization better able to respond to petitive change 附錄三： PowerPoint制作工具及范本 40 Based on Andersen Consulting’s investigation of the target markets, there is identifiable change in buyer preferences from window to split and cabi air conditioners. Product Yesterday Today Future trends Window and split account for the majority of the air conditioners possession before 1996. Split air conditioners account for the majority of sales. Cabis sales begin to increase and windows share of the market begin to decline (From distributors perspective) Cabi air conditioners will continue to grow ? cabi air conditioners show strong growth due to increasing size of homes and price cuts. Future sales growth will continue with improvements in residential power ? Some customer segments (especially rural) regard air conditioners as a type of highend furniture (whose secondary purpose is to cool). Cabis, best meet this type of customer’s buyer value and will grow with this segment. Split will remain stable, and even decline in some areas ? Splits will keep the same market share ? Compared to the cabis, it will decline slightly in some areas because of installation difficulties Generally, window air conditioners will decrease dramatically, ? but still account for a certain proportion acting as a transition product for price conscious buyers in hot areas ? Because of this ine limitation, window air conditioners will still account for a large proportion of sales in economically developing markets (. Changsha and Chongqing) ? Windows will continue to sell well in markets such as Hangzhou as transition products for people who are waiting to move into new housing Growth in Mini Central and Ceiling air conditioners ? Minicentral or residential