The CODA framework
Revision as of 07:54, 25 August 2020 by Dirkjan (talk | contribs) (Created page with "In Marketing Strategy and Organization: Building Sustainable Business the CODA (Customers Outlook on Dif...")
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
