Strategic Management of Customer Demand Dynamics PPT

This PPT slide, part of the 25-slide Value Grid Analysis PowerPoint presentation, focuses on the critical area of managing customer demand, highlighting its importance for organizations looking to influence decision-making processes. It outlines a strategic approach where companies can exert control over both upstream and downstream demand. The text emphasizes that when organizations cannot directly influence decision-makers, they should leverage various strategies across the Value Chain.

The slide details a trilateral approach used by pharmaceuticals to manage customer demand effectively. This involves targeting consumers through advertisements, engaging physicians to raise awareness of their products, and incentivizing healthcare professionals to recommend their drugs. This multifaceted strategy aims to create a ripple effect that ultimately drives demand.

Additionally, the slide discusses how organizations can influence demand upstream by adjusting their research and development efforts. By introducing complementary products, companies can enhance the perceived value of their offerings, thereby influencing consumer decisions downstream. This approach not only addresses immediate demand, but also builds a more robust product ecosystem.

Examples from Intel and Nokia illustrate these concepts in practice. Intel's strategy involves informing potential buyers about its chipsets, effectively driving demand through awareness. Conversely, Nokia's approach of branding its products with logos showcases a method of influencing sales through partnerships with telecom service providers, even when those providers may prefer unbranded options.

Overall, the slide presents a comprehensive view of how organizations can strategically manage customer demand to influence purchasing decisions, emphasizing the need for a proactive and multifaceted approach.

This slide is part of the Value Grid Analysis PowerPoint presentation.

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