6.2 Differentiation Advantage (Figure 6-9)

Analysis
Product Performance
(Voice of Customer)
Relative
Importance
Competitor A
Competitor B
Competitor C
Competitive
Advantage
Reliable Performance
50
0
0
50
0.0
Easy to Use
30
0
-30
0
0.0
Product Life
20
0
20
20
0.0
 
100
     
0.0
Relative Advantage Index =
100.0
     
Starting Data
Product Performance
(Voice of Customer)
Relative
Importance
Company Data
Competitor A
Competitor B
Competitor C
Reliable Performance
50
8.3
7.5
7.4
6.7
Easy to Use
30
5.6
5.1
7.7
4.9
ProductLIfe
20
7.6
6.8
5.2
6.1
 
100
     
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