Question

For the purposes of this assignment, you must select a real-life organisation for analysis. The
chosen company should be known to you and having access to the required information to
complete the assignment is a must. The chosen field is a banking industry-Nedbank to be precise

Imagine that you have successfully completed the value based management module and you
are approached by the leadership of the selected company to assist them in creating new
value for their target market. Your assignment brief is to:
1. Construct a detailed Position Map or Customer Matrix for its leading product or service.

2. Identify innovation strategic moves and competitive positioning open to the organisation
and propose how the organisation can ensure sustained competitive advantage? (20
marks)

3. Determine what type of innovation and value-creation the organisation is capable of
undertaking. Is it incremental or disruptive? Please explain fully and support your choice.

4. Based on the findings of the preceding analyses and evaluation, recommend how the
organisation should proceed to deliver on the value proposition in the market place by:

4.1 Identifying the required value-added competencies
4.2 Proposing how the organisation should configure these competencies in its capital
base
4.3 Proposing how the organisation should align and leverage these value-added
competencies to achieve its innovation strategy or goals
4.4 Identify the relevant internal organisational arrangements and suggest how these
should be addressed to sustain innovation and value creation

You are required to present to the leadership a formal report detailing the following: a suitable
cover page, signed declaration of own work, an executive summary, a table of contents, a
brief introduction and background of the company, its leading product or service, the target
market, the approach and methods used, the findings generated, the recommendations and
conclusion, as well as a list of references.

Answer 1

ANSWER :1

POSITION MAP OR CUSTOMER MATRIX. The following diagram hep us :

ANSWER : 2

Imaginative vital moves and serious situating accessible to Colgate are:

Concentrating on solid teeth. Its rival Pepsodent and Close-up centers around solid gums and new breath separately as clear from the above drawn perceptual guide.

Concentrating on parts like clove oil , salt , calcium content and different fixings that can make a view of solid teeth among the forthcoming clients.

Propelling various assortments of toothpastes having a similar situating technique of solid teeth. propelling home grown toothpaste, gel based tooth glue while keeping the essential brand flawless . This will help Colgate take on its rivals without weakening its present situating technique.

ANSWER 3 :

At present, the advancement distinguished is creative. Problematic development is progressively relevant to innovation items. In quick moving shopper fragment like toothpaste, gradual development like change in bundling, key situating and dispatch of more up to date variations are need of great importance.

ANSWER 4 :

a)The esteem included segments incorporate bundling, marking, setting up a more extensive objective clients and guaranteeing that that there is a toothpaste for every client resembles. For instance if an individual is searching for home grown consideration, Colgate has Vedshakti brand of toothpaste. In the event that an individual is searching for new breath, there is the new Colgate Gel.

b) Often we find that the remarkable worth augmentations are featured by brand underwriting. While finding a reasonable endorser , we should discover the believability of the endorser with the item attributes of the brand. Colgate has marked the previous chief of Indian Cricket crew to underwrite its essential variation of toothpaste. The superstar is known for his quality , both mental and physical . He is additionally a world cup winning chief. He has ascribed his accomplishments and solidarity to his propensity for drinking new milk. New milk is known to contain calcium thus does Colgate toothpaste (Calcium being one of the basic part of a toothpaste, that helps in keeping up solid teeth). This arrangement has helped Colgate in restoring its situating and quicken its deals.

c) The association to be an imaginative association must support thoughts from its representatives and submit general direction to the business sectors also. It ought to pose inquiries to its inner clients and adjust them to statistical surveying to make a domain of consistent advancement. Cultivating advancement starting from the earliest stage including the field deals group and operational staff helps in making an incentive for any association and same is the situation for Colgate.

The course of action of recognizing substantial inquiries that lead to advancement, the way toward choosing inventive thoughts and a definitive objective of making the development as a piece of the item or the procedure ought to be made through a key vision from the top administration and conveyed somewhere around a cross practical and lattice structure followed by associations of worldwide notoriety.