DB – Redesigning Value :

Consider an organisation or product you are familiar with, which has faced the challenge of
entering a new market or a segment. This may be a new international market, or a new customer
segment. Responding to the following questions will help you further analyse and understand the
challenges.

 Identify the modifications the organisation had to make to their marketing strategy and
other operations to succeed in the new market.
 Identify the differences between the two markets that forced the organisation to make
these changes.

DB – What End Values Do You Seek? :

Select a major purchasing decision that you have made, or a purchase made by a friend or a
family member. This could be a vacation, sports equipment, or any other significant item. If you
are using someone else's decision, conduct a brief interview with the person to answer the
following questions. If you are using your own decision, attempt to reconstruct your thinking
about what prompted you to make the purchase.

 Identify the product attributes that were important in your choice of that product or
service over the others you considered. 
 For each attribute that you identify as important, try to identify the benefits the attribute
delivered.
 For each benefit you identify, try to identify the highest values that the benefit contributes
to customers. Construct your analysis into a means-end chain of the type illustrated
above.