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Core competences are the internal capabilities of any company and they may or may not be valued by the outside world. The role of market research is, therefore, to find out what is valued and what is not. Inevitably there will be groups of customers whose needs have a closer affinity to the competences of any company and these will be a key segment for targeting. They are more valuable if they are unique, difficult for competitors to imitate, and are associated with the company's unique selling point(s) and customer value proposition.
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