IBM的产品差异化模型.pptx

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1、IBM的产品(chnpn)差异化模型第一页，共20页。第二页，共20页。$APPEALSCustomer $APPEALS is a business process that focuses on the customers competitive buying decisionsWar r ant e ePerformancePackagingEase of UseAvailabilityLife CycleSocial Acceptance$ PriceAssurancesValueValue第三页，共20页。第四页，共20页。第五页，共20页。第六页，共20页。$APPEALSDete

2、rmine Who The Customers Are Integrator, Distributor ISV, VAR, IRSales, SupportEnd UserRetrace the End Users buying decision to determine all who influence the offering attributesIn many cases it may be all three 第七页，共20页。第八页，共20页。第九页，共20页。第十页，共20页。第十一页，共20页。第十二页，共20页。第十三页，共20页。第十四页，共20页。第十五页，共20页。第十

3、六页，共20页。Customer $APPEALS FactorSTEP 3:FactorWeightSTEP 4:IBMOfferingRating(1 -10)STEP 5:IBMOfferingScore(Factor Weight multiplied by Rating)STEP 4:BOBOfferingRating(1-10)STEP 5:BOBOfferingScore(Factor Weight multiplied by Rating)$ PRICEASSURANCESPERFORMANCEPACKAGINGEASE OF USEAVAILABILITYLIFE CYCLE

4、 COSTSOCIAL ACCEPTANCETOTAL IBMSCORE:TOTAL BOBSCORE:STEP 6:Final Customer Value Differentiation Ratio TOTAL IBM SCORETOTAL BOB SCORE=IBM AND BOB OFFERING RATING SCALE VALUES10 = Absolute Best Possible 9 = Clear leader 8 = One of top 2 7 = Parity with top 3-5 6 = Typical good for the market place 5 =

5、 Acceptable to most 4 = Not acceptable to 25-35% buyers 3 = Unacceptable to most 2 = Extremely high level of dissatisfaction 1 = Totally inadequateMarket Segment NameIBM Offering Name / DescriptionBOB Offering Name / DescriptionSteps 3 through 6 identify $APPEALS factor weights, define the customer view of ability of IBM and BOB offerings to satisfy wants and needs and evaluate a final differentiation ratio第十七页，共20页。第十八页，共20页。第十九页，共20页。第二十页，共20页。