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SALES AND MARKETING WORKSHEETS COMPETITOR ANALYSIS WORKSHEET

Competitor Ranking in Marketplace Growing or Declining Reasons why Customers Use

CUSTOMER PROFILE WORKSHEET

Who are your Customers?

Who are they? · age · gender · occupation · income level Where are they located? When do they buy? · frequency · day of week Why do they buy from you? How do they buy it? (e.g. cash, credit) Where do they buy it from? (locations) What are the key frustrations that these customers have when dealing with your business?

Target Group 1

Target Group 2

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COMPETITOR ANALYSIS AND CUSTOMER PROFILE WORKSHEETS

SWOT ANALYSIS WORKSHEET

INTERNAL ENVIRONMENT

STRENGTHS WEAKNESSES

EXTERNAL ENVIRONMENT

OPPORTUNITIES THREATS

SWOT ANALYSIS WORKSHEET

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COMPETITIVE ADVANTAGE WORKSHEET

The Competitive Advantage is the distinctive competency of the business that is matched to its future market opportunities. The Competitive Advantage must: · be the core statement of what the business is about · reflect the essence of the competitive strength of the business · preferably, but not necessarily, be unique · be assumed to change over time, i.e. it may be, but will not necessarily be, sustainable · be simple and clear · influence & guide individual behaviour internal & external to the business now & in the future The Components of the Competitive Advantage are: · the type of Goods and/or Services to address customer needs, e.g. number, range · the Activities to address customer needs, e.g. design and/or build and/or supply · the Customer Benefits, e.g. low cost, high quality, exclusive etc The Competitive Advantage always incorporates a `Trade-Off'. Trade-Offs create the need for choice and purposefully limit what a company offers. A simple example of the Competitive Advantage of a sandwich shop is: · "to make & serve the highest quality gourmet sandwiches in the local area to consistently exceed customer expectations" · (Trade-Off = price)

FOUR KEY QUESTIONS

Answering the following four questions will help you to formulate the Competitive Advantage for your business: Why do customers buy from us?

Why do customers buy from our competitors and not from us?

Why do some potential customers not buy at all?

What do we have to do to be successful in the future?

OUR COMPETITIVE ADVANTAGE IS . . .

What is the Competitive Advantage of the business? Test it. Does it contain goods/services type, activities, customer benefits?

Our Competitive Advantage is:

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COMPETITIVE ADVANTAGE WORKSHEET

DEVELOPING YOUR UNIQUE SELLING PROPOSITION WORKSHEET

What is it the customers/clients want? What need or want are they really trying to satisfy? What is the main or dominant reason for my customers/clients buying from me? What can I do that matches or exceeds those expectations? What do "I"do to make sure the customer gets what they want? What do I do which no one else does? (My competitive advantage) What is unique about my organisation/business? What is my unique "story"? e.g. product selection, service standards, staff training...... How can this be made different from my competitors?

My Unique Selling Proposition (USP) is:

DEVELOPING YOUR UNIQUE SELLING PROPOSITION WORKSHEET

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