Description
The ppt explains the critcality discontentment matrix which has four quadrants in order to identify the market/business opportunities.
Opportunity Identification
Customer Dissatisfaction
Opportunity Identification
Criticality Discontentment Matrix
Opportunity for tomorrow (2) High Discontentment (1) Today’s Star
Low Criticality CD tunnel
High Criticality
(3)
Distant star Low Discontentment
(4) Challenges in innovation
Criticality Discontentment Matrix
• Customers are most dissatisfied when the features and process of buying and consumption for a product which is very critical to them (quadrant 1) • Customers are least dissatisfied if the discontentment level is very insignificant or nil for a product which is not at all critical to them
Criticality Discontentment Matrix
• Quadrant 1 offers the most attractive market opportunity for entrepreneurs • Minimum marketing efforts, as there is a natural pull from customers • Barbie Dolls – Mattel Toys • Domino’s Pizza • Dell Computers • Harry Potter Books
Criticality Discontentment Matrix
• Quadrant 2 represents customers who are highly discontented with existing products which are not critical to them • Poor public transportation – everyone travels by own vehicle • Poor quality mineral water bottles • Introducing products in this quadrant will not be easy – substantial marketing efforts
Criticality Discontentment Matrix
• Quadrant 3 represents customers who have currently no discontentment with products which are not critical to them • Least attractive market • Marketing effort to create demand • Possible to move customer into quadrant 1 • Kellogg's breakfast cereal
Criticality Discontentment Matrix
• Quadrant 4 reflects customers who are highly contended with the existing options available to meet their critical needs • Very difficult to penetrate into such markets with new offerings • Create discontentment with existing products • Disruptive technologies • Black & white TV to Color TV • Intel – create new products before PLC
C D E Chain
Product features
information Information collection process Buying Process Delivery Process
Consu mption Process
Criticality Discontentment Matrix
High Discontentment
Low Criticality
High Criticality
Low Discontent ment
Some have focused on certain links
• For product features: Sony Walkman, Apple Computer, Barbie Doll, Hotmail, Disneyland, Harry Potter • For information collection process: Internet based E-bay, Amazon, Google
• For buying process: Amazon, Dell, widely distributed and well displayed products
• For payment process: Visa and Master Cards • For delivery process: DHL’s jumbo boxes, couriers
Self opportunity Match
Previous Experience, knowledge skills Problems Existing, emerging
Self
Customer
Access to new Knowledge, skills
Level of dissatisfaction Criticality, discontentment
Financial Attractiveness Strategy
Technical Attractiveness Strategy
Solution to Customer Dissatisfaction
Marketing Attractiveness Strategy
Entrepreneurial Capability Strategy
doc_152198063.pptx
The ppt explains the critcality discontentment matrix which has four quadrants in order to identify the market/business opportunities.
Opportunity Identification
Customer Dissatisfaction
Opportunity Identification
Criticality Discontentment Matrix
Opportunity for tomorrow (2) High Discontentment (1) Today’s Star
Low Criticality CD tunnel
High Criticality
(3)
Distant star Low Discontentment
(4) Challenges in innovation
Criticality Discontentment Matrix
• Customers are most dissatisfied when the features and process of buying and consumption for a product which is very critical to them (quadrant 1) • Customers are least dissatisfied if the discontentment level is very insignificant or nil for a product which is not at all critical to them
Criticality Discontentment Matrix
• Quadrant 1 offers the most attractive market opportunity for entrepreneurs • Minimum marketing efforts, as there is a natural pull from customers • Barbie Dolls – Mattel Toys • Domino’s Pizza • Dell Computers • Harry Potter Books
Criticality Discontentment Matrix
• Quadrant 2 represents customers who are highly discontented with existing products which are not critical to them • Poor public transportation – everyone travels by own vehicle • Poor quality mineral water bottles • Introducing products in this quadrant will not be easy – substantial marketing efforts
Criticality Discontentment Matrix
• Quadrant 3 represents customers who have currently no discontentment with products which are not critical to them • Least attractive market • Marketing effort to create demand • Possible to move customer into quadrant 1 • Kellogg's breakfast cereal
Criticality Discontentment Matrix
• Quadrant 4 reflects customers who are highly contended with the existing options available to meet their critical needs • Very difficult to penetrate into such markets with new offerings • Create discontentment with existing products • Disruptive technologies • Black & white TV to Color TV • Intel – create new products before PLC
C D E Chain
Product features
information Information collection process Buying Process Delivery Process
Consu mption Process
Criticality Discontentment Matrix
High Discontentment
Low Criticality
High Criticality
Low Discontent ment
Some have focused on certain links
• For product features: Sony Walkman, Apple Computer, Barbie Doll, Hotmail, Disneyland, Harry Potter • For information collection process: Internet based E-bay, Amazon, Google
• For buying process: Amazon, Dell, widely distributed and well displayed products
• For payment process: Visa and Master Cards • For delivery process: DHL’s jumbo boxes, couriers
Self opportunity Match
Previous Experience, knowledge skills Problems Existing, emerging
Self
Customer
Access to new Knowledge, skills
Level of dissatisfaction Criticality, discontentment
Financial Attractiveness Strategy
Technical Attractiveness Strategy
Solution to Customer Dissatisfaction
Marketing Attractiveness Strategy
Entrepreneurial Capability Strategy
doc_152198063.pptx