"Customer value is always relative, and what your competitors do is the primary point of comparison for the relative judgments you make. Pick the wrong competitors, forget one, get them wrong, or make the judgment on a flimsy or outdated basis, and you won't have an opportunity to correct yourself later in the process. Success with VBP starts here.E na sua empresa, é claro para todos quem privilegiam?
What is your sandbox and your direct competition? Your sales teams may think you compete against the low-cost players, while your marketing teams may tell the world that your company is all about premium brands and premium products. This all-too-common situation creates confusion around alignment. It will manifest itself in further confusion when you negotiate with customers. You choose your competitors based on your strategy. If you are highly differentiated, you don't compete against low-cost players. You compete against the other differentiated ones. And vice versa. This is important to establish up front. And that is why you should create value maps and communicate them internally!"
Trecho retirado de "Dollarizing Differentiation Value: A Practical Guide for the Quantification and the Capture of Customer Value" de Stephan M. Liozu.