Competitive Advantage and Benefit Advantage Dry Cleaner Example
The benefit implications of the capabilities of DES Cleaners are shown in Exhibits 7.1 and 7.2, the Actual Value Analysis (discussed in Chapter 6). The benefits that DES Cleaners provide relatively well as compared with their
Relative Importance |
Benefits |
DES Cleaners |
AI's |
Barbara's |
Carol's |
Dan's |
10 |
Clean clothes |
4 |
s |
2 |
S |
s |
10 |
Stain removal |
S |
2 |
4 |
s |
2 |
7 |
Quick turnaround |
4 |
S |
4 |
2 |
s |
s |
Courtesy |
4 |
4 |
s |
4 |
s |
6 |
No damage |
4 |
s |
s |
s |
s |
S |
Convenient location |
2 |
s |
2 |
S |
4 |
8 |
Convenient hours |
S |
s |
S |
s |
2 |
4 |
Cleaning knowledge |
s |
4 |
s |
4 |
s |
S |
Presses neatly |
4 |
s |
2 |
4 |
2 |
4 |
Ability to make repairs |
s |
4 |
s |
4 |
s |
Note: Relative importance: 1—Not important, 10—Very important Actual performance: 1—Poor, 5—Excellent
Source: "Arrow Guide—Capability Analysis," The Arrow Group, Ltd., New York, NY, 2008. Used here with permission.
Note: Relative importance: 1—Not important, 10—Very important Actual performance: 1—Poor, 5—Excellent
Source: "Arrow Guide—Capability Analysis," The Arrow Group, Ltd., New York, NY, 2008. Used here with permission.
competitors are clean clothes, stain removal, quick turnaround, courtesy, no damage, convenient hours, and neatly pressed clothes—all have scores of 4 or more in Exhibit 7.2, and all are possible benefit advantages for DES Cleaners to use in their positioning. Each benefit is supported by a competitive advantage— a capability where DES Cleaners is strong relative to its competitors.
In Chapter 11, the chapter on positioning, you will learn how to systematically identify competitive advantages and benefit advantages.
Continue reading here: Sales Objectives
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