September 2021
Intermediate to advanced
414 pages
11h 3m
English
Content preview from The Financial Times Guide to Strategy, 5th Edition
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CHAPTER 7
WHAT DO THE CUSTOMERS THINK?
I told Randy that I would show him the result of my customer interviews. Characteristically, he volunteered to guess what the results would be.
‘They’ll all say that we are lousy on price and pretty good on everything else. So the only way we could improve our market share is to buy it, to cut into our profits. As you know, lower prices would mean lower profits, a lower share price, and an enforced vacation for Randy Mayhew. But I suppose we might as well see the interview results,’ he said.
If I had chosen to show Randy the average results of all the interviews, he would not have been too wrong. But I knew better than that. I showed him the results by segment, using a simple but very effective technique ...
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