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Order winner and Market Qualifiers
Or de derr win ners and and mar ket qual qual if iers. ppt / 02.02. 02.02.201 2010 0
EMM FT09
Contents Introduction - Order winner and Market Qualifier Characteristics of Order winner and Market qualifier Why Order winner and Market qualifier ?? What’s Order loser ??
Examples of Order winner and Market Qualifier Case study – M/c Donald Conclusion
Or der win ners and mar ket qual if iers. ppt / 02.02.2010
EMM FT09
Introduction - OW & MQ Operations strategist and author Terry Hill introduced the terms qualifier and order winner (1989). Order winners
Criteria are factors which provide a competitive edge over the other companies selling in the market. If achieved, they will influence customers to purchase the product. Market qualifiers Criteria are factors which are essential in order to maintain a place in the market - without them, customers will be seriously discouraged from purchasing the product Or der win ners and mar ket qual if iers. ppt / 02.02.2010
EMM FT09
Characteristics of OW & MQ Order winner and market qualifiers and their relative weightings will change over time. Order winners and market qualifiers are both market specifics. Not all order winners and market qualifiers are related to manufacturing.
Or der win ners and mar ket qual if iers. ppt / 02.02.2010
EMM FT09
Why OW & MQ The concept of order winners and qualifiers, are to provide a framework for a company's product to gain sales in the market.
It can provide a clear link between a company’s marketing strategy and the impact on operations.
Through this analysis, the company can decide on its product range and the necessary technological development
To introduce successful new products in the long term.
Or der win ners and mar ket qual if iers. ppt / 02.02.2010
EMM FT09
What’s Order loser ?? Order loser
are the outputs which will make the customer in the market to avoid purchasing your product.
Or der win ners and mar ket qual if iers. ppt / 02.02.2010
EMM FT09
Examples of OW, MQ, OL ?? Example: Taking a group of children to a Pizza corner Order Qualifier : Pizzas, Burgers, fries are available. Order Winner
: A cool toy and a chocolate is given with the Pizza .
Order Loser
: Bad tasting pizzas , soggy fries, etc.
Example: Selecting a bank after moving to a new city Order Qualifiers : ATM access, online banking drive-up window Order Winner
: free checking, no ATM fees for other banks’ ATMS
Order Loser
: No ATM access, no online access.
Or der win ners and mar ket qual if iers. ppt / 02.02.2010
EMM FT09
Or der win ners and mar ket qual if iers. ppt / 02.02.2010
EMM FT09
Case study ….
Case study… McDonald’s corporation started in 1955, by Raymond Kroc in America
In 1957 company established their motto QSC & V In 1965 company goes public McDonald’s entered to Indian market in 1996 Today McDonald’s is the world’s largest fast food chain serving 47
million customers daily and worth more than $25 billions
Or der win ners and mar ket qual if iers. ppt / 02.02.2010
EMM FT09
Case study… Challenges in Entering Indian Markets Most Indians are barred by religion not to consume beef or pork. India has a huge population of vegetarians.
McDonald’s strategy to Qualify Indian market McDonald’s came up with chicken, lamb and fish burgers to suite the Indian palate. The company came up with a completely new line of vegetarian items like McVeggie burger and McAlooTikki. The separation of vegetarian and non-vegetarian sections is maintained throughout the various stages. Or der win ners and mar ket qual if iers. ppt / 02.02.2010
EMM FT09
Case study of McDonald’s McDonald’s Order winning strategies Product:
McDonalds provided a totally different menu as compared to its International offering.
Place:
The made available to the customer at the right place, at the right time and in the right quantity.
Price:
This was to attract the middle and lower class consumers
Promotion: The right message has been communicated to the right audience through the right media. People:
McDonald’s understood the value of both its employees and
its customers. Or der win ners and mar ket qual if iers. ppt / 02.02.2010
EMM FT09
Conclusion Order winners and Market Qualifiers Positive
t i f e n e B e v Neutral i t i t e p m o C
Order Winners
Market Qualifiers
Negative Low
Achieved Performance
Or der win ners and mar ket qual if iers. ppt / 02.02.2010
High
EMM FT09
Conclusion Adding delights Delights Positive
t i f e n e B e v Neutral i t i t e p m o C
Order Winners
Market Qualifiers
Negative Low
Achieved Performance
Or der win ners and mar ket qual if iers. ppt / 02.02.2010
High
EMM FT09
Conclusion Delights become order winners Order winners become qualifiers
Delights
Positive
t i f e n e B e v Neutral i t i t e p m o C
Order Winners
Qualifiers
Negative Low
Achieved Performance
Or der win ners and mar ket qual if iers. ppt / 02.02.2010
High
EMM FT09
Thank you
Questioning is a skill
“Q” Or der win ners and mar ket qual if iers. ppt / 02.02.2010
