Case Study -1

We can use 3C’s & P frame work to structure and solve the problem.

The 3C’s
1. Company
2. Competitors
3. Customer/Client

Company: Understanding the operations of the Company itself and how the Company makes
money.

 Product/service offering
 Pros and cons of product/service
 Value chain
 Profitability analysis
 Revenue (price × volume) and expenses
 Other Company factors
 Capacity
 Regulatory environment
 Management and core employees

Competition: understanding how the competitors impact your client and how the
competitive dynamics will change over time.
 Competitor mix/make-up
 Market share
 Fragmentation
 Financial situation (for example, deep pocket competitors?)
 Management
 Competitor products/services
 Value proposition versus client
 Value chain
Customers/Clients: knowing your clients/customers and always ask for available customer
information, as knowing what your customer wants/needs is important to winning in
business.
 Customer mix
 Demographics (age, gender, etc.)
 Value of core customers/clients
 Wants and needs of customers/clients
 Position with customer/client segments
 Customer/client segment sizes
 Customer/client segment shares
 Customer/client segment growth rate
 Key drivers of customer/client decisions
 Price
 Product characteristics
 Brand
 Personnel (especially for B2B)

The 4 P’s

1. Product
2. Price
3. Promotion
4. Placement

Product: To understand the product/service and its value proposition.

 Company product/service qualities, features, attributes
 Commoditized or differentiated?
 Substitute product options
 How close are the substitutes?
 Value proposition versus substitutes (price, quality, etc.)
 Switching costs
 Customer value proposition
 Why are clients/customers purchasing the product?
 Brand, availability, service, value, reliability, aesthetic, etc.

Price: The critical part is to understand the optimal pricing strategy. Price is often the key
driver of profitability and success. Review the pricing optimization section for more points on
pricing— this also offers a good approach of the key issues to consider on price.
 Price elasticity
 Is our product sufficiently better to justify a higher price? Or is it somewhat
commoditized?
 Customer loyalty/lock-in
 Supply/demand: current state of demand and supply for the product or service
 Price of substitute products/services
 Price of competitor products/services
 Market positioning
 Brand position and perception
 Status
 Profitability
 What is the cost for the client to offer the service?

Placement: this is about getting the products to the customers/clients and how the Company
does so.
 Which distribution channels to use?
 Select/exclusive channels or wide distribution network?
 Specific location within the channels
 Specific areas of a site online
 Product placement in online stores

Promotion: The aspect to reach out and attract the customer/client and understanding
customer wants and needs which helps determine the promotional aspects.
 Which markets/customers should the Company target?
 Customer/client awareness
 Is the Company reaching and attracting its target market?
 What are the most effective marketing campaign and digital marketing strategies?
 Homepage ranking in the Search engine?
 Return on marketing spend?
 Are we retaining our customers/clients?
 Can we up-sell or cross-sell to our current customers/clients?

Beyond this a SWOT analysis can be performed for high level market landscape / competitive
dynamic analysis.

Case Study -2

1. What kind of companies would be interested to buy such a solution?

 Companies which carry out large number of screening for job openings (IT, ITES,
FMCG, Consultancy, KPO, white collar jobs in manufacturing)
2. What factors would you consider while deciding the pricing structure?

 Price elasticity
 Is our product sufficiently better to justify a higher price? Or is it somewhat
commoditized?
 Customer loyalty/lock-in
 Supply/demand: current state of demand and supply for the product or service
 Price of substitute products/services
 Price of competitor products/services
 Market positioning
 Brand position and perception
 Status
 Profitability
 What is the cost for the client to offer the service?

4. Who would you try to contact within the organization and why?
 Senior Management, Human Resource – Recruiting Department which has
understanding of the product and authority to signoff.
5. What questions would you ask to Qualify the prospects in your first phone call?
 The size of company
 Current process of recruitment
 Service offering from existing service provider
 Volume of recruitment in a month and calendar year.
 Problem with the existing service and product.
 The features are looking into new product.
 If possible, the price of existing service and product.