Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09 Order winner and Market Qualifiers M. S. Ramaiah School of Advanced Studies 2 Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09 Contents Introduction - Order winner and Market Qualifier Characteristics of Order winner and Market qualifier Why Order winner and Market qualifier ?? Whats Order loser ?? Examples of Order winner and Market Qualifier Case study M/c Donald Conclusion M. S. Ramaiah School of Advanced Studies 3 Order winners and market qualifiers. 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 M. S. Ramaiah School of Advanced Studies 4 Order winners and market qualifiers. 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.
M. S. Ramaiah School of Advanced Studies 5 Order winners and market qualifiers. 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 companys 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. M. S. Ramaiah School of Advanced Studies 6 Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09 Whats Order loser ?? Order loser are the outputs which will make the customer in the market to avoid purchasing your product. M. S. Ramaiah School of Advanced Studies 7 Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09 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: Taking a group of children to a Pizza corner 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. Examples of OW, MQ, OL ?? M. S. Ramaiah School of Advanced Studies 8 Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09 Case study . M. S. Ramaiah School of Advanced Studies 9 Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09 Case study McDonalds corporation started in 1955, by Raymond Kroc in America In 1957 company established their motto QSC & V In 1965 company goes public McDonalds entered to Indian market in 1996 Today McDonalds is the worlds largest fast food chain serving 47 million customers daily and worth more than $25 billions
M. S. Ramaiah School of Advanced Studies 10 Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09 Challenges in Entering Indian Markets Most Indians are barred by religion not to consume beef or pork. India has a huge population of vegetarians.
McDonalds strategy to Qualify Indian market McDonalds 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.
Case study M. S. Ramaiah School of Advanced Studies 11 Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09 Case study of McDonalds McDonalds 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: McDonalds understood the value of both its employees and its customers.
M. S. Ramaiah School of Advanced Studies 12 Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09 Conclusion Low High Negative Order Winners Market Qualifiers Positive Neutral Achieved Performance C o m p e t i t i v e
B e n e f i t
Order winners and Market Qualifiers M. S. Ramaiah School of Advanced Studies 13 Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09 Conclusion Low High Negative Order Winners Positive Neutral Achieved Performance C o m p e t i t i v e
B e n e f i t
Delights Market Qualifiers Adding delights M. S. Ramaiah School of Advanced Studies 14 Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09 Conclusion Low High Negative Order Winners Qualifiers Positive Neutral Achieved Performance C o m p e t i t i v e
B e n e f i t
Delights Delights become order winners Order winners become qualifiers M. S. Ramaiah School of Advanced Studies 15 Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09 Thank you Questioning is a skill