quinta-feira, abril 18, 2019

Countering commoditization begins with ... (parte III)

Parte I e parte II.

O quadrante "Core" é o ponto de partida para muitos dos desafios em que acompanho as PMEs. 
"Core This quadrant, low on both value-adding dimensions, is a starting point where the offer lacks sufficient differentiation to avoid becoming a commodity. Customers do not perceive compelling differences between the firm and its rivals in their value propositions. What is offered is not sufficiently adapted to the specific requirements of individual customers or their segments, nor does it have an added ‘bundled’ value besides the core product. Under this scenario the firm is obliged to look beyond its core for the missing differentiation that comes with added value."
As hipóteses são:
"Targeted Extension This quadrant represents a strategy that aims to add value by extending its core offer to more closely meet the special and possibly unique needs of the market segments or even the individual accounts it serves.
System Development Firms choosing to compete in this quadrant develop a package of products and services that offer the synergistic benefits of a ‘system’.
Solutions Innovation What happens when the firm’s offer consists of a full set of bundled products and services that are specifically targeted at certain customer segments or individual accounts?"
A figura que se segue ilustra com o exemplo da SKF:
 Interessante como o quadrante das Total solutions = Solutions Innovation é um exemplo perfeito da máxima "Privilegiar os inputs sobre os outputs". Não vendem rolamentos, vendem os resultados que os clientes procuram. Os rolamentos foram um instrumento inicial para o arranque da conversa.

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