T4

• Customer driven service marketing strategy - helps a firm to determine the key elements of its services positioning strategy which are segmentation, targeting, and positioning (STP)
• The market analysis tries to establish the attractiveness of overall market and the potential segments within it. Specifically looks at the overall size and growth of the market, the margins and profit potential, and demand levels and trends affecting the market
• Analysis of customer needs involves answering of your questions:

  Who are the customers in the market in terms of demographics and psychographics?

  What needs or problems do they have?

  Are there potentially different groups of customers with differing need?

  Do they require different service products or different level of service?

  What are the service benefits that are valued most by each of these group? 
• Competitor analysis can provide a marketing strategies with a sense of their strengths and weaknesses
• Competitor analysis - enables managers to decide which benefits can be emphasized to which target segments
• Company analysis - identify the organization's strengths in terms of its current brand positioning, image, and resources it has
• Company analysis - examines the organizations limitations and constraints , and how its values shape the way it does business
• Customer driven services marketing strategy starts with an analysis of customer competitors and the company (3 C's)
• Customer driven services marketing strategy key elements: segmentation, targeting, and positioning
• The outcome of integrating the 3 Cs and the STP analysis is the positioning statement that defines the desired position of the organization in the marketplace