Final Customer Purchasing from the Producer of the Product

Use Steps: Use steps include all the customer's value added activities or the consumption of the product itself. These steps include all the costs the customer incurs in employing the product in its intended use.

2. Emotional: Segment customers according to the personal emotional needs of the segment.

B. Needs to avoid sources of anxiety

1. Risks in relationship: The customer segment needs reassurance it can trust

Company Capability: Company capability that crosses all products
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability- Segment interested in being assured that:

Product will work

No.	SIC	Year	Note
1	2000	1994	Companies beginning to "co-brand": Kellogg's Pop Tarts made with "Smucker's real fruit", Nabisco's Cranberry Newtons with Ocean Spray cranberries, Lay's potato chips flavored with KC's Masterpiece barbecue sauce.
2	2451	2001	Sales for manufactured-homes soared in the 1990s as the economy expanded and the manufactured-home industry lured buyers with new amenities like skylights and even fireplaces. "The product improved dramatically."
3	3571	1987	Tandem has 80% of the fault-tolerant computer market share: its systems designed to fail rarely, if ever.
4	3571	1996	Apple plans to cross-license technologies with other Internet leaders to create an open standard for Internet media, which will bring to customers broader choices, easier access, & richer content.
5	3571	2001	Sun's machines have a reputation for reliability that can generate sales even when Sun systems aren't absolutely the cheapest.
6	3571	2003	The biggest complaint that Dell gets from its customers is "that they're increasingly spending money on maintaining existing systems instead of bringing new technologies into their operations." Dell's answer? "Most of our effort is in making sure their systems are updated with the best software and security."
7	3599	2004	The Semiconductor Test Consortium is forging ahead and releasing a the first version of a standard it calls Openstar, despite a lack of commitment from chip test gear makers. STC certified its first test gear maker, Advantest, on the Openstar standard.
8	3621	1997	Baldor is more than just a manufacturer of a commodity product, it is a service company. It becomes a value added, solutions provider to its customers by: (i) offering more customized products than its competitors; (ii) guaranteeing quick delivery time.
9	3711	1998	Volvo's growth results from several factors. Most notable are its orientation to new generation technology and quality, a dedicated dealer network and employees' commitment to customer satisfaction.
10	3711	2004	Chrysler will put better equipped vehicles into rental fleets, in hopes that more appealing models will attract renters to Chrysler showrooms. The vehicles won't be the typical stripped-down, low-end models. The cars will be sent to 10 to 12 major cities where the company wants to add customers. This is part of a move by Detroit's Big Three car companies to regain attention after problems with quality. General Motors is promoting its cars by offering 24-hour test-drive programs.
11	3713	2000	A reputation for quality among truckers enables Paccar to cover its higher labor costs with premium prices.
12	3825	2001	Teradyne's logic, analog, and memory chip testers are considered among the best in the business, and its manufacturing ability is unsurpassed. Chip giants such as Texas Instruments, Motorola and Samsung pay for that reliability.
13	7372	1987	Lotus' Metro software program is the same price as Borland's Sidekick. But it does more than twice as many different tasks as Sidekick, and works easily with Lotus 1-2-3.
14	7372	1992	The new version of OS/2 should help overcome problems of earlier versions, including the inability to run MS-DOS programs easily.
15	8069	2003	100 stand-alone specialty hospitals focus exclusively on certain areas, such as cardiac, orthopedic, surgical and women's care. 20 are currently under development. 70% are partly or entirely owned by doctors and focus on the most profitable medical procedures. The centers claim to offer more comfortable and convenient care with shorter stays, lower in-hospital death and infection rates.

<< Return to Use Steps