Competitive Marketing Strategy: Product/Market Planning

Planning at the level of products and markets will answer the question, “How does the organization compete effectively?” And answering that question requires your planning team to address four additional questions: What is the Organization’s Current Value Proposition?...

Business Unit Planning: The Product/Market Matrix

Planning at the level of a Strategic Business Unit (SBU) requires an answer to the question, “Where do we choose to compete?” Put another way, the question becomes, “Where shall we focus limited resources in order to compete most effectively?” The most systematic way...

Why Value is More Important than Satisfaction

Central to the stated or postulated discipline of Six Sigma, as opposed to the current practice of the discipline, is the role and importance of the VOC (voice of the customer) in driving the application of Six Sigma principles and methodologies. For many...
Marketing, Six Sigma and Customer Value

Marketing, Six Sigma and Customer Value

Marketers, brand managers, product managers and planners would be well advised to break down the organizational barriers that exist between themselves and those curious folks that populate the continuous improvement corners of the organization. The arcane (probably to...