Customer Needs Analysis Consultancy project: By Jakub Čech & Andrej Šišolák Note: Please after inserting your picture, “Right Click” on the picture and “Send it to Back” to get the “Gradient” effect. ‹#› J. Cech & A. Sisolak Our Agenda •Consultancy Project | Market Analysis 01 5 min Definition & Objectives 02 20 min B2C Needs & Analysis 03 20 min B2B Needs & Analysis 04 20 min Competitors Analysis Definition & Objectives Customer Needs Analysis By Jakub Čech & Andrej Šišolák Note: Please after inserting your picture, “Right Click” on the picture and “Send it to Back” to get the “Gradient” effect. ‹#› J. Cech & A. Sisolak Market Analysis Objectives •Consultancy Project | Market Potential Analysis | Definition & Objectives Profit Levels Relevant Potential Customer Needs Own Qualities Growth Trends Competitors Qualities Stánek obrys Quantitative Analysis Qualitative Analysis ‹#› Strategic Management Terms Definition •Consultancy Project | Market Potential Analysis Type of the business Customer needs are significantly different in Business to Consumer and Business to Business types of entrepreneurship. Customer Need are the psychological and physical motivations that make someone want to purchase a product of service and stay loyal to that business GMO obrys Note: Please after inserting your picture, “Right Click” on the picture and “Send it to Back” to get the “Gradient” effect. B2C Needs and analysis Customer Needs Analysis By Jakub Čech & Andrej Šišolák Note: Please after inserting your picture, “Right Click” on the picture and “Send it to Back” to get the “Gradient” effect. ‹#› J. Cech & A. Sisolak Esteem through recognition or achievement. Success, reputation and respect of others Fullfilment of personal potential. Perfection, mastery, independence Affiliation with others. Friendship, deeper relationships, love, intimacy Security through order, law and stability. Health, job, property, family Basic necessities of life. Food, water, air, sleep, warmth, reproduction Self actualization Esteem Love and belonging Safety needs Physiological needs Market Analysis Objectives •Consultancy Project | Market Potential Analysis | B2C needs and analysis Maslow´s hierarchy of needs Aspirace obrys Továrna obrys Vidlička a nůž obrys Hodnocení 3 hvězdičkami obrys Péče obrys ‹#› J. Cech & A. Sisolak Customer Needs Analysis •Consultancy Project | Market Potential Analysis | B2C needs and analysis From A to Z Experience Price Efficiency Reliability Convenience. Design Functionality Performance Zaškrtnuté políčko obrys Euro obrys Obrys zamilovaného obličeje obrys Online síť obrys Kružítko obrys Zdravotní obrys Ukazatel obrys Peněženka obrys The most typical product needs ‹#› J. Cech & A. Sisolak Customer Needs Analysis •Consultancy Project | Market Potential Analysis | B2C needs and analysis From A to Z Control Fairness Information Transparency. Options Empathy Accessibility Obrys andělského obličeje obrys Váhy spravedlnosti obrys Trojvodič žena obrys Oko obrys Internet věcí obrys @ obrys Bezbariérový přístup obrys The most typical service needs ‹#› Strategic Management Needs Analysis •Consultancy Project | Market Potential Analysis | B2C needs and analysis Data analysis Analyzing all available data and informations based on previous experineces or public researches. The easiest way how to get a results but is the least accurate to the topic. Questionnare On-line or live interaction with existing or potential customers. Set of quesions, where you get the clear answer on topics you want to know. Bigger quantity, less details. Focus groups Most detailed method of questioning the customers. Small group of people answering the questions within one longer meeting. Goes very deep in details. You can combine with questionnare which is than used as a confirmation the results with bigger group. Papír s grafem a poznámkou s tužkami Note: Please after inserting your picture, “Right Click” on the picture and “Send it to Back” to get the “Gradient” effect. B2B Needs and analysis Customer Needs Analysis By Jakub Čech & Andrej Šišolák Note: Please after inserting your picture, “Right Click” on the picture and “Send it to Back” to get the “Gradient” effect. ‹#› J. Cech & A. Sisolak Customer Needs Analysis •Consultancy Project | Market Potential Analysis | B2B needs and analysis Hard facts Business customers basically follows three main needs. Profitability, quality and time Soft needs Happines, desire for success, wish to be different. In many cases here are the needs which customers don´t show for the first sight. Ego, power, influence, personal benefits. Legal topics Everything what companies do must be alligned to the law. This can be anything mandatory for the particular area of business Mozek v hlavě obrys Vzestupný trend obrys Nakloněné váhy obrys ‹#› Strategic Management Needs Analysis •Consultancy Project | Market Potential Analysis | B2C needs and analysis Data analysis Analyzing all available data and informations based on previous experineces or public researches. The easiest way how to get a results but is the least accurate to the topic. Questionnare On-line or live interaction with existing or potential customers. Set of quesions, where you get the clear answer on topics you want to know. Bigger quantity, less details. Focus groups Most detailed method of questioning the customers. Small group of people answering the questions within one longer meeting. Goes very deep in details. You can combine with questionnare which is than used as a confirmation the results with bigger group. Papír s grafem a poznámkou s tužkami Note: Please after inserting your picture, “Right Click” on the picture and “Send it to Back” to get the “Gradient” effect. Understanding of the needs Customer Needs Analysis By Jakub Čech & Andrej Šišolák Note: Please after inserting your picture, “Right Click” on the picture and “Send it to Back” to get the “Gradient” effect. ‹#› J. Cech & A. Sisolak Customer Needs Analysis •Consultancy Project | Market Analysis | Understanding of the needs 01 02 03 04 Need Specific requirements of the customers which motivate them for purchase Core values Everything what customer see as a direct impact or significant influence of the need fulfillment Features Properties of the product or service, which has an impact how customers perceive the value of the product Parametres Translation of the features to the measurable characteristics of the product or service Srdce obrys Koruna obrys Psací podložka s klipsou obrys Matematika obrys ‹#› J. Cech & A. Sisolak Customer Needs Analysis •Consultancy Project | Market Analysis | Understanding of the needs Example Need A new ski, which allows me enjoyable and quality skiing on the perfectly prepared slopes of Austria. Values Durable ski, which will last min. 10 seasons, quality made with a nice and modern design to show. Secure binding to avoid the injury. Respecting the level of skier and surface I want to ski on. Features Type of used materials with long warranty, made for specific ski style, easy to drive on direct paths, allow hard carving, tested binding for different people, last year model latest Parametres Flexibility of the ski based on the used materials, lenght and radius, model year, distance in the narrowest part below the binding, color, binding test results Sika CZ – case study Customer Needs Analysis By Jakub Čech & Andrej Šišolák Note: Please after inserting your picture, “Right Click” on the picture and “Send it to Back” to get the “Gradient” effect. ‹#› J. Cech & A. Sisolak Customer Needs Case Study Sika CZ •Consultancy Project | Market Analysis | B2B Analysis Key criteria for selection of materials supplier: ‹#› J. Cech & A. Sisolak Customer Needs Case Study Sika CZ •Consultancy Project | Market Analysis | B2B Needs Key parameters required from self-leveling compounds: ‹#› J. Cech & A. Sisolak Customer Needs Case Study Sika CZ •Consultancy Project | Market Analysis | B2B Needs Key parameters required from bituminous sheets: ‹#› J. Cech & A. Sisolak Customer Needs Case Study Sika CZ •Consultancy Project | Market Analysis | B2B Needs Key parameters required from bituminous sheets: Competitors Analysis Customer Needs Analysis By Jakub Čech & Andrej Šišolák Note: Please after inserting your picture, “Right Click” on the picture and “Send it to Back” to get the “Gradient” effect. ‹#› J. Cech & A. Sisolak Market Potential Sika CZ Case Study •Consultancy Project | Market Analysis | Competitive Environment Marketing Marketing investments, comunication to the customer (advertising, on-line activities, point of sales advertisement etc.) Product Product characteristics, main arguments used by the competitor, quality, added value People Organization of the competitors (sales representatives, KAM, KPM, sales support etc.) Production Does the competitors own the production plants? How many and where? What benefits they gain out of that? Market approach Distribution chain (sales agents, distributors, own e-shop etc.), Logistics to the customers Additional Services All relevant additional services (technical support, sales support, claim management etc. QUALITATIVE ANALYSIS Krabice obrys Rudl obrys Reklamní obrys Call centrum obrys Klíč obrys Hierarchie obrys ‹#› J. Cech & A. Sisolak Market Potential Sika CZ Case Study •Consultancy Project | Market Analysis | Competitive Environment People: ‹#› J. Cech & A. Sisolak Market Potential Sika CZ Case Study •Consultancy Project | Market Analysis | Competitive Environment Comunication | Services: ‹#› J. Cech & A. Sisolak Market Potential Sika CZ Case Study •Consultancy Project | Market Analysis | Competitive Environment Strengths & Weaknesses: The task for Seminars Consultancy project By Jakub Čech & Andrej Šišolák Note: Please after inserting your picture, “Right Click” on the picture and “Send it to Back” to get the “Gradient” effect. ‹#› J. Cech & A. Sisolak Seminar Task Assignment •Consultancy Project | Task for the seminar 2| Vertical analysis Top - Down Based on the data you gain from the databases, prepare and present completed analysis and the calculated potential for your products / services Vertical analysis Bottom - Up Horizontal analysis Be ready to present completed analysis of customers and their potential for your products / services. We will work together on the qualitative part (customer needs, influencers etc.) Potřesení rukou obrys Cihlová stěna obrys Prepare and present the completed analysis of competitive environment. Show us again the calcuted potential based on this part of analysis. We will work together on the qualitative part ‹#› Strategic Management Expected Outcome •Consultancy Project | Expected outcome Format Any of your favourite presentable format which can be presented during the seminar to the others Number of slides We don´t calculate the number of slides, important is to have all required informations At the seminar Every team will present, the rest of the teams and lecturer will than comment, ask and discuss. Papír s grafem a poznámkou s tužkami Psací podložka s klipsou obrys Kontrolní seznam obrys Třída obrys Note: Please after inserting your picture, “Right Click” on the picture and “Send it to Back” to get the “Gradient” effect. Thank You For Your Watching Jakub & Andrej