This past Sunday I was excited to get a head start on my weekly deliverable so I had time the rest of the week to perfect it as well as get other homework done. The week before last, things didn't go as planned with my Market Opportunity Analysis and I had to extend my deadline by a week because of lack of information; because of personal discipline, I didn't want to have to do this again. Well, this week, while opening the field book to look at my deliverable, the segmentation analysis, I soon realized that this was something that would take longer than a week to complete, and once again, I would need an extension on time. The segmentation analysis looks at the loyal customers of both the FE and competitors, multi-users of both, and then non-users, or areas of opportunity. We had all the information we needed for our FE, Hubert, but I came to a roadblock when thinking about the loyal and multi-brand customers of competitors as well as who the non-users were. I figured that the multi-brand users of competitors would obviously be the same as for Hubert, because simply put, they bought from multiple people. Our team struggled, however, on how to figure out who the loyal customers of our competitors were. How does one go about finding this out? Do we fish around and call competitors and ask them in a nonchalant manner? Or would our FE know? This was a gray area we hit initially.
The next thing we had to figure out was who we wanted our nonusers to be. This was not just something that I could decide, areas of growth that I thought would be valuable, we needed a team consensus. It was important that all of us were on the same page because these areas of opportunity would be reflected throughout the rest of the report. Today we had a Skype meeting to discuss our thoughts and were able to come to an agreement on the opportunity areas, now it's time to put all the pieces together!
2 more months until graduation, we can do this!
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