Consequences for the offer’s strategy--论文代写范文

数据通常很难把握,因为大量的交互和常见的费用估算。此外,你必须考虑一份资产使用，对边际贡献分析和个人客户盈利能力，通过平衡计分卡的方法。下面的essay代写范文进行叙述。

The scope of your offer has continuously to be reexamined and, if necessary, enriched or alleviated. Indeed, there is always something changing such as costs, competitors, customers requirements and needs. Reaction to those changes is a constraint and involves serious studies, both quantitative and qualitative ones. As Jamie Bonomo and Andy Pasternak state it, “gradual proliferation and resulting complexity ... obscure the profit contribution of any individual component” (17). 

  The offer of a supplier of products and/or services may be enriched in order to increase the turnover and the profit by attracting more customers or selling more to existing ones.Nevertheless, you have to be very careful when doing that because, if you don’t do, you may obtain the opposite result of the one you expect. To enrich your offer, you may simply add new products and/or services or imagine a bundle including components being complementary in consideration of
  - their use 
  - their place of consumption, working up or acquisition 
  - their link to a common application 
  - the benefit of a coordination of fulfilments in space and/or time 
  the advantage of matching several items

  On the contrary, the offer may be pruned by taking off some products and/or services which seem not enough or no more profit-earning or in which only a few customers are interested so that they cost more than they yield. But one has to be very careful in operating suppression namely concerning low-margin products for they may play the role of enticement or simply and solely be useful to customers that, if they no longer find them at a supplier, will shift elsewhere.

  - accounting data which often are difficult to seize because of the numerous interactions and common charges to be imputed; moreover, you have to take into account a share of assets being used by the concerned product which is not directly to be found into current accounts but is the subject of CVP (Cost/Volume/Profit Analysis) including contribution margin analysis and individual customer profitability; a Balanced Score Card approach is another possibility (18) 
  - qualitative elements such as marketing oriented ones which may have an influence over the decision making of enriching or alleviating the offer 

  Thus, before modifying an offer in any direction, it is necessary to carefully study the consequences of a change as well at the cost level as at the profit level. Indeed, you must not limit your investigation to the direct consequences but you must imagine the indirect ones namely by means of “System Thinking”. It is possible to tackle the problem of impact by asking the following questions: - What does this item costs and yields? - What would a change modify as for value creation for the customer? - Which are the consequences of altering the value creation for the customer from the supplier point of view? - Does the consolidated balance of those three aspects justify or not the modification of the offer?

  Once the decision is made in order to modify an offer, the consequences on supply and demand have to be supported: 14 - In regard to offer: supply, manufacturing, subcontracting, partnership agreements... - In regard to demand: customer relationships, contracts, delivery methods, documentation, servicing, promotion...

  You may be helped by software to compute cost shares or profit contributions of products and services but, concerning qualitative impacts it is more difficult unless you translate them intonumerical scores.And don’t forget that there are numerous hidden impacts that sometimes you realize only once the product or the service has been launched or deleted; for instance, human intervention may be replaced by automated devices whereas man may add value to your offer, for instance through better relationship with customers or valuable information about local situation.

  It’s a good to remind us that we are double-faced with a ”hard” side -analytical or rational which involves “Technical Credibility”- and a “soft” side - inductive or emotional called ”Safety Credibility” by Lowell Steele-. This distinction is very important from the marketing point of view especially in the brand supporting. Let us recognize that is is not sufficient to supply technical solutions to solve customers’ problems or satisfy their needs for they have to feel comfortable with their supplier and have cool relationships with the company they trust under the label of a brand.

  Thus when you consider modifying an offer, in any case, you will have to take into account the possible repercussions on the brand (in some cases, brand is a kind of umbrella which shields other brands). So you must do whatever is necessary to have your brand known but at the same time preserve it in being blameless. Indeed, each time your company is liable to bad practices, this is a more or less great part of its brand asset which is destroyed; the more your brand is known, the more the damages are important and long to rub out. At the beginning of a brand, you start from something rather popular and then enlarge it, keeping the same spirit for this is an emotional seed. Generally,the brand does not represent a specific product but a company, its values and ideal; it suggests something like a model or an icon which lies inside the minds: that is why the best success driver of a brand is the reputation of the company it belongs to. You will ask: What is reputation? It is what people perceive about and expect from a firm. They may feel more or less drawn to it but this feeling may be altered by any behaviour according as it is consistent or not with ethics or the image you have of it.

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