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Business
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| Number of pages / Number of words: |
3 / 839 |
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insurance) and holidays to the older generation?
Core Competencies that enable Saga to enter apparently different markets:
- Clear distinctive brand proposition that focuses solely on a closely-defined customer group
- Leading direct marketing skills - database management; direct-mailing campaigns; call centre sales conversion
- Skills in customer relationship management
Makes a significant contribution to the perceived customer benefits of the end product Core competencies are the skills that enable a business to deliver a fundamental customer benefit - in other words: what is it that causes customers to choose one product over another? To identify core competencies in a particular market, ask questions such as "why is the customer willing to pay more or less for one product or service than another?" "What is a customer actually paying for?
Example: Why have Tesco been so successful in capturing leadership of the market for online grocery shopping?
Core competencies that mean customers value the Tesco...
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To qualify as "core", a competence should be something that other competitors wish they had within their own business.
Example:Why does Dell have such a strong position in the personal computer market?
Core competencies that are difficult for the competition to imitate:
- Online customer "bespoking" of each computer built
- Minimisation of working capital in the production process
- High manufacturing and distribution quality - reliable products at competitive prices
A competence which is central to the business's operations but which is not exceptional in some way should not be considered as a core competence, as it will not differentiate the business from any other similar businesses...
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A RELATIONAL STUDY ON CUSTOMER SATISFACTION, TRUST , SWITCHING BARRIERS AND OVER ALL CUSTOMER RETENTION IN THE CONTEXT OF UNITREND LTD.
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