customers percieve details1 we are to select 2 product in similar industry and us

Details:
1. We are to select 2 product in similar industry and using suitable models to identify customer perceive value for customers for that company particular product . To mention upfront which one is leading and which one is secondary. (example if we choose credit card HSBS, then the other company can be credit card Standard chartered, or air asia vs malindo, or Singapore airline vs Qatar airways, grab vs uber, apple vs Samsung, Lenovo vs HP, etc) Both company must have website and one must be well establish while the other one just growing.
Sample: customer perceive value for credit card users.(cannot mention company name)
Use 2 model i.e. sanchez and sheth perhaps is suitable(if we are doing credit card)
Or Holbrook/woodrulf/Monroe (id we choose other product).
Must have minimum 20 citation (citation after 2005 onwards)
Since we are using 2 model so must have 2 different perceive value.
Total Q 1 wordcount = 800 only
2. Compare contrast market / segment (serving same customer,brand value,product portfolio etc ) 20 marks.. Compare the similarity from the leading company. Evaluate what company offering
VP = what company promiseoften mention and displayed at company website or mission stmt.what are the value stmt.
Evaluate the benefit and the sacrifice..
Must have citationor from other researcher. Citation on price,quality,availability,features,support,reputation etc.
Must have table as below for cust perceive value and 1 table for each company. So total 2 table.
Total wordcount 500
3. Benchmark the 2 value propositions.
Benchmark and provide justified conclusion = 20 marks
Total wordcount 500
4. Produce new value propositions that will match the value criteria of the customers>> 20 marks
Total wordcount 400
5. Produce a plan to implement the value proposition externally and internally.>> 20 marks
Total wordcount 300
Learning resources: Marketing Management (MBA)
Customer value
Chapter 1: Marketing-Creating and Capturing customer value. pp. 2-34. Available from
BCG (2009). Customer Value Challenges: Managing the commercial investments of Telecoms in Europe.
Cokins, G. (2006). Measuring customer value: How BPM supports better marketing decisions. Business

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