Marketing Management, 16th Edition

Creating a Market Value Map

The two key aspects of a company’s business model—strategy and tactics—can be represented as a value map that defines the ways in which a company creates market value. The ultimate purpose of the value map is to facilitate the development of a viable business model that can enable the company to achieve market success. Thus, the market value map can be thought of as a visual representation of the key components of a company’s business model and the ways in which they are related to one another.

The market value map mirrors the structure of the business model and contains three key components that define the company’s strategy and tactics—the target market, the value proposition, and the market offering. The target ...