PAYNE, FROW - DEVELOPING SUPERIOR VP - CASE STUDY B2B/B2C

Question 1

BT VALUE SYSTEM (CORE STAKEHOLDER GROUPS)

Answer 1

• Buy-Side = Supplier & Partner Value Needs
• Sell-Side = Customer Value Needs
• In-Side = Enterprise itself, BT retail Value Needs

Question 2

BT KEY PROPOSITION AREAS

Answer 2

• CRM
• Supply Chain Management
• Knowledge Management
• Operational Efficiency
• Flexible working
• e-business

Question 3

BT KEY INTEGRATION ACTIVITIES

Answer 3

• Industry Knowledge Acquisition
• Customer Knowledge Acquisition
• Partner Knowledge Acquisition

Question 4

BT VALUE PROPOSITION DEVELOPMENT

Answer 4

1. Value Statement = general statement of intent, describing the impact of BT on the market or a segment (positioning of BT & creating interest)
2. Value Proposition = customer specific, clear statement of how much value (financial benefit for customer), when, how sure & how will value be measured (value return)

Question 5

ZURICH CORE PROPOSITION DEVELOPMENT FUNCTION

Answer 5

= cross functional collaboration

1. Define proposition -> turning opportunity into articulated specification
2. Business case evaluation ->determining business rationale
3. Research-led testing -> examine one or more aspects of VP