3. Understand the players and their choices in terms of value and costs
The third step consists in clarifying and characterizing the players' approaches to a segment's reference offer.
This presupposes that we have clearly identified their position in terms of customer-perceived value attributes, and also in terms of cost, in order to understand whether this is compatible with customer-perceived value, "cost" here being considered as the customer's acquisition price.
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Understand the players and their choices in terms of value and costs
Analyze the different categories of possible strategies
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