Impact Analysis

 /
(%)
3
20

15
10

5
3

()

 (Impact Matrix)

-4

-3

-2

-1

+1

+2

+3
+4

 (Impact Matrix)

S1

S2

T1
T2

2
-1

0
3

A1
A2

-1
-3

4
-1

-4

+
-

2
-9

9
-1

SBU

1.

2.

3.

4.

5.

6.

7.
&

8.

/

9.

1.

2.

3.

2

&

4.

5.

6.

/
5

7. &

.
4.

8. /

9.


-
-
(SWOT)

 SWOT

 SWOT

(

)

()

 SWOT

(
)

 SWOT

( )
( )

 SWOT


SWOT

SWOT

( )

( .)

( , )

() ()

(, )
-

(customer value)

Customer value

 = (
)

(
)

(image)
Equity (

)

Word-of-mouth





(
)

;
1 2
3
4
5

. 100.
______
______
______
100

1,00

0,50

0,70

1,20

1,50

0,20

: 0,20 : 3,70 : -1,50 : -2,40

 Conjoint

 Conjoint

1+3+4=8

8/3=2,67

2+5+6=13

1/33=4,33

1+2=3

3/2=1,5

3+5=8

8/2=4

4+6=10

10/2=5

 Conjoint

0,4

0,8

0,1

0,8

1,0

1,5
5

0,1
1,0

(SERVQUAL)

Service-Quality Model

Word-of-mouth

Gap 1

Gap 5

(delivery)

Gap 4

Gap 3


Gap 2

1


2


3
(,
)
( )
4
( &
)
(
& /
)

10

, ,

1.

3.

2.

4.
()
()

5.

6. ,

(c)

(b)

(a)

- Motivations
- Attitudes
- Behavior

-Factors
- Clusters

Region, City
Size, Density, Climate

Age, Gender, Family size

and Fife cycle, Race,
Occupation, or Income ...

Lifestyle or Personality

Occasions,
Benefits,
Uses,


Measurable
Measurable

Size, purchasing power,

profiles of segments can
be measured.

Substantial
Substantial

Segments must be large or

profitable enough to serve.

Accessible
Accessible

Segments can be
effectively reached and
served.

Differential
Differential

Segments must respond

differently to
different marketing mix
elements & actions.

Actionable
Actionable

Must be able to attract and

serve
the segments.

Heavy and Light Users

(% )
(94%)

HEAVY

LIGHT

75%

25%

(95%)

71%

29%

Shampoo (94%)

79%

21%

(90%)

75%

25%

83%

17%

Cola (67%)

83%

17%

(41%)

87%

13%

(30%)

81%

19%

(20%)

95%

5%

(74%)

M1 M2 M3

M1 M2 M3

M1 M2 M3

P1

P1

P1

P2

P2

P2

P3

P3

P3

M1 M2 M3
P = Product
M = Market

M1 M2 M3

P1

P1

P2

P2

P3

P3