客户盈利能力分析考试大纲customer profiability wangchunchun Profialiality.pdfVIP

Customerprofitabilityanalysis

Examoutline:

•Understandingtheconcept,thesteps,thetypeofinformationrelevantforconductingcustomer

profitabilityanalysis,howtheseinformationcanbeobtainedandanalyzed.

•Relatetothecase,howthecompanycanmakeuseofit,youcanhypothesize,againconsidering

thenatureanddiversityoftheproducts,actionsofcompetitorsandbehaviorofcustomers.

PPTSummary:

•CPAallowstheIdentificationofthetruecostofeachcustomersegment

•Improvesprofitabilitybyeliminatingnon-profitablecustomersandisingsales/servicesto

profitableones.

•Isthefocusoncurrentorfuturepotentialprofit?–answerdependsonstrategy

•Datecapturesystemisprerequisiteforcustomerprofitabilityanalysis

Pastpapperquestions:

•2012:Usingtheinformationprovidedinthecasestudyandtheadditionalmaterialyouhavecollected

asaresultofyourownresearchonBMW,criticallyevaluatehowBMWgloballymanagesitscustomer

profitabilityatmarketsegmentalandproduct-portfoliolevelsandtowhatextentdothosesegments

disstheirproductportfolioofbrands.

Feedback:Customersegmentationandcustomerprofitability–herethestudentswereaddressingthe

profitabilityofsegmentsofcustomersandhowBMWdidthiswithrespecttotheircustomersin

comparisontotheindustryoratleasttheirdirectcompetitors.Thiswasusuallydonebyproductand

allowedforeasysegmentation.Somestudentsgotthisandsomesuggestedtheydiditsomeother

way,forwhichsomewerereasonableandsomenot,butoverallareasonableresponseforthis

question.

•2011:Usingbothinformationfromthecaseandothersources,criticallyevaluatehowAppleInc.

managesitscustomerprofi