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| − | In [[Marketing Strategy and Organization: Building Sustainable Business|Marketing Strategy and Organization: Building Sustainable Business]] the CODA (Customers Outlook on Diffentiating Advantages) framework contains four types of [[Sustainable Competitive Advantage|Sustainable Competitive Advantage]]:
| + | The CODA framework |
| − | # The '''''Product/Service''''' refers tothe functional core benefit which the prodicut or service offers to the customers. ''What do you offer?''
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| − | # '''''Customer Processes''''' are the interactions between the organisation and its customers. ''How and where do you offer it?''
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| − | # '''''Price''''' is the sum of financial and non-financial costs a customer incures when buying. ''What are the costs to the customer?''
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| − | # '''''Image''''' refers to the awareness, the beliefs, the ideas or the impression which customers hold about an organisation. ''What do you represent?''
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| − | <html><img src = "/static/files/MBI/Module%2011/CODA.png" width="500"/></html>
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| − | Possible customer benefits include:
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| − | '''Products and services'''
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| − | * Reliability and consistency
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| − | * Environmental safety
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| − | * Functional performance
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| − | * Styling and design
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| − | * Compatibility
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| − | * User convenience
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| − | '''Customer Processes'''
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| − | * Serviceability
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| − | * Pre-transaction process
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| − | * Transaction processes
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| − | * Post-transaction processes
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| − | * Professionalism
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| − | '''Image benefits'''
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| − | * Empathy
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| − | * Availability in the channels
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| − | * Product image
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| − | * Brand image
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| − | * Corporate reputation
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| − | * User community
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| − | '''Price Benefits'''
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| − | * Switching costs
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| − | * Disposal costs
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| − | * Acquisition costs
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| − | * Operating costs
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| − | * Bundling and complementaries
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| | [[Category:marketing]] | | [[Category:marketing]] |
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