Difference between revisions of "The CODA framework"
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| − | The CODA | + | 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 '''''Product/Service''''' refers tothe functional core benefit which the prodicut or service offers to the customers. ''What do you offer?'' | ||
| + | # '''''Customer Processes''''' are the interactions between the organisation and its customers. ''How and where do you offer it?'' | ||
| + | # '''''Price''''' is the sum of financial and non-financial costs a customer incures when buying. ''What are the costs to the customer?'' | ||
| + | # '''''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: | ||
| + | '''Products and services''' | ||
| + | * Reliability and consistency | ||
| + | * Environmental safety | ||
| + | * Functional performance | ||
| + | * Styling and design | ||
| + | * Compatibility | ||
| + | * User convenience | ||
| + | '''Customer Processes''' | ||
| + | * Serviceability | ||
| + | * Pre-transaction process | ||
| + | * Transaction processes | ||
| + | * Post-transaction processes | ||
| + | * Professionalism | ||
| + | '''Image benefits''' | ||
| + | * Empathy | ||
| + | * Availability in the channels | ||
| + | * Product image | ||
| + | * Brand image | ||
| + | * Corporate reputation | ||
| + | * User community | ||
| + | '''Price Benefits''' | ||
| + | * Switching costs | ||
| + | * Disposal costs | ||
| + | * Acquisition costs | ||
| + | * Operating costs | ||
| + | * Bundling and complementaries | ||
| + | |||
[[Category:marketing]] | [[Category:marketing]] | ||
Latest revision as of 19:50, 27 August 2020
In Marketing Strategy and Organization: Building Sustainable Business the CODA (Customers Outlook on Diffentiating Advantages) framework contains four types of Sustainable Competitive Advantage:
- The Product/Service refers tothe functional core benefit which the prodicut or service offers to the customers. What do you offer?
- Customer Processes are the interactions between the organisation and its customers. How and where do you offer it?
- Price is the sum of financial and non-financial costs a customer incures when buying. What are the costs to the customer?
- Image refers to the awareness, the beliefs, the ideas or the impression which customers hold about an organisation. What do you represent?
Possible customer benefits include: Products and services
- Reliability and consistency
- Environmental safety
- Functional performance
- Styling and design
- Compatibility
- User convenience
Customer Processes
- Serviceability
- Pre-transaction process
- Transaction processes
- Post-transaction processes
- Professionalism
Image benefits
- Empathy
- Availability in the channels
- Product image
- Brand image
- Corporate reputation
- User community
Price Benefits
- Switching costs
- Disposal costs
- Acquisition costs
- Operating costs
- Bundling and complementaries
