servicestrategy(編輯修改稿)
2024-08-13 17:13 本頁面
【文章內(nèi)容簡介】 otential New Entrants Barriers to entry Brand equity Capital requirements Competitive Rivalry within Industry Number of petitors Rate of industry growth Industry capacity Threat of Substitutes Buyer propensity to substitute Buyer switching costs Product substitution for service Bargaining Power of Customers Buyer’s price sensitivity Customer volume Information asymmetry Bargaining Power of Suppliers Presence of substitute inputs Threat of forward integration Uniqueness of inputs 217 Strategic analysis SWOT Analysis Strengths ? What are your pany’s advantages? ? What do you do better than anyone else? ? What unique resources do you have? ? What do people in your market see as your strengths? Weaknesses ? What could you improve? ? What should you avoid? ? What factors lose sales? ? What are people in your market likely to see as a weakness? Opportunities ? What are your petitors’ vulnerabilities? ? What are the current market trends? ? Does technology offer new service options? ? Are there niches in the market your anization can fill? Threats ? What obstacles do you face? ? What are your petitors doing? ? Is your position threatened by changing technology? ? Do you have cashflow problems? 218 Customer Criteria for Selecting a Service Provider ? Availability (24 hour ATM) ? Convenience (Site location) ? Dependability (Ontime performance) ? Personalization (Know customer’s name) ? Price (Quality surrogate) ? Quality (Perceptions important) ? Reputation (Wordofmouth) ? Safety (Customer wellbeing) ? Speed (Avoid excessive waiting) 219 Winning Customers in the Marketplace ? Service Qualifier: – To be taken seriously, a certain level must be attained on the petitive dimension, as defined by other market players, ., cleanliness for a fast food restaurant or safe aircraft for an airline. ? Service Winner: – The petitive dimension that is used to make the final choice among petitors, ., price. ? Service Loser: – Defined by failure to deliver at or above the expected level for a petitive dimension, ., failure to repair auto (dependability), rude treatment (personalization), or late delivery of package (speed). 220 Sustainability in Services Motivations: ?Regulations/legislation ? Environmental Protection Agency (EPA) ? Waste Electrical and Electronic Equipment (WEEE) ? Restriction of Hazardous Substances (RoHS) ?Perception/Image Building ?麥當(dāng)勞 牛肉 – 巴西雨林 , Nike 足球 – 童工 ?Economic ? Cost savings from waste reduction 221 Triple Bottom Line Imp
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