SOSTAC (2) | Marketing Model | 行銷方法 | Competitive Analysis | Strategic Group Analysis | BCG MATRIX | Perceptual Mapping | Service Blueprints | Customer relationship management |（QFD）| Root Cause Analysis |

Editing……

5 min readFeb 26, 2021

Fourth, let’s see Competitive Analysis. (競爭者分析)

What is competitive analysis?

understand market trends, identify your competitors, evaluate opportunities, analyze threats to your organization, and adjust your go-to-market and positioning strategy accordingly.

Competitive Analysis Framework, by Myk Pono

Fifth, let’s see Strategic Group Analysis. (戰略分析)

What is Strategic Group Analysis?

Mainly used to analyze the competitiveness of rivals in the market and oneself. Let’s see two graphs that I looked at Creately. Interpret the map and identify future competitive strategies.

Sixth, let’s see BCG MATRIX. (波士頓矩陣/市場增長率-相對市場份額矩陣)

What is BCG MATRIX?

The horizontal axis is the relative market share 相對市場佔有率 (obtained by dividing the company’s business market share by the highest market share in the industry), and the vertical axis is the expected market growth 市場預期增長.

Shake the money cow (Cash Cows)

refers to the high market share and has a low expected growth of the business. As the name suggests, this type of business usually brings more cash income to the company than it needs to maintain the business.

They are generally regarded as stable and dull, and their market has matured, but all companies want to own the leading business. Because investing in this type of business does not increase income a lot, companies will only maintain the most basic expenses for these businesses.

Dogs (Dogs)/pets (Pets)

refers to have low market share and low expected growth of the business. This type of business can usually only maintain a balance of payments. Although these businesses may actually assist other businesses, from an accounting point of view, they are useless for the company because they fail to generate considerable income for the company. Therefore, from this perspective, this type of business should be sold.

Rising Stars

refers to the market for high-growth and high market share in the business. These businesses are expected to become the company’s leading businesses in the future-that is businesses in the “money cow” area.

Question mark (Question Marks)/ the problem child (Problem Child) /the Wildcats (Wild Cat)

refers to the market for high growth but the low market share of the business. Since the business is geared towards a high-growth market, a large amount of investment by the company is required.

However, because of the low market share, this type of business failed to bring considerable revenue to the company, resulting in large net cash expenditures. This type of business has the potential to bring considerable revenue to the company. Therefore, before investing resources in these businesses, we must first analyze them carefully to determine that the business is worth investing in.

Seventh, let’s see Perceptual Mapping. (競爭性定位)

What is Perceptual Mapping?

is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers.

Eigth, let’s see service design (服務設計). I found some method to learn service design

1. Service Blueprints 顧客藍圖分析

Service blueprints take different visual forms, like

line of interaction (separate between customer and service staff) 服務員與顧客互動線

line of visibility (between the service provision of service personnel and the preparation of logistics personnel) 服務可見線

line of internal interaction (between the user service and technical service of the logistics staff) 後勤人員內部互動線

2. Customer relationship management 顧客消費行為分析

Customer Relationship Management (CRM) is an approach that helps businesses improve existing customer relationships and acquire new customers faster.

There are many companies that develop their unique and integrated CRM system. We need to analyze member attributes 顧客屬性, consuming behavior 消費行為, store information 商家商品資訊, and the time interval 時間區隔

We can use 3 dimensions to analyze the characteristics of members

R (Recency) F(Frequency) M (Monetary)

The closer the last purchase date, the higher the frequency of purchase and the higher the price, the more likely to become a loyal customer.

3. 品質機能展開（QFD）

Quality 品質: House of Quality, HOQ,

-Whats (customer needs): Customer requirements 客戶需求
-Whys (needs assessment): Customer requirements benchmark and competitor analysis 需求評估
-Hows (technical requirements): Design characteristics 技術需求
-Whats vs. Hows (relationship matrix): Relationship customer requirement <> design characteristics 技術與顧客關係矩陣
-Hows vs. Hows (technical requirement relationship matrix): Technical correlations 技術需求關聯矩陣
-How much (technical objectives): Design score and target 技術需求目標與重要性排序

Function 機能: Voice of Customers, VOC,

Deployment 展開: Customer Requirement,