From this it will be seen that there are a number of steps, starting with ‘define target market’. In this chapter we talk you through steps 1 and 2 only and will cover steps 3, 4 and 5 in later chapters.
This is obviously a crucial step because it defines the scope of subsequent work. There are several potential levels for developing value propositions, starting with a major customer. Another is a segment (see Chapter 2). Another is a product for a segment. At a higher level of aggregation is a product or product group for a market. The ultimate level ...
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