The Customer-Focused Growth Project

19 Pages Posted: 30 May 2017

See all articles by Marian Chapman Moore

Marian Chapman Moore

University of Virginia - Darden School of Business

Joel Urbany

University of Notre Dame - Department of Marketing

Abstract

This note guides students or Executive Education participants through an exercise to help identify growth opportunities for their business units. The Customer-Focused Growth Project consists of 10 steps that lead to a vetted growth strategy based on an analysis of the company, a customer (or customer segment), and competitors. Readers work through the first five steps to identify three potential growth ideas. They then follow the remaining five steps to develop one specific Big Idea for growth. This exercise is a condensed guide to the process described in Grow by Focusing on What Matters: Strategy in Three Circles, by Urbany and Davis.

Excerpt

UVA-M-0798

Rev. Jun. 11, 2014

THE CUSTOMER-FOCUSED GROWTH PROJECT

Overview

This document guides you through a customer-focused exercise to help you identify a growth opportunity for your business unit. The 3-Circle Project is adapted from the “3-Circle” framework developed by Professors Joel E. Urbany and James H. Davis of Notre Dame's Mendoza College of Business. The process works as well for professional or volunteer organizations as it does for for-profit B2C and B2B organizations.

The Customer-Focused Growth Project framework consists of 10 steps that lead to a vetted growth strategy. In Part I of this exercise, Conversations with a Customer and a Colleague about Your Company and a Competitor, you will work through five steps that will help you identify three potential growth ideas. In Part II, Capability Analysis and Action Recommendations, you will work through the remaining steps to develop one specific Big Idea for growth.

. . .

Keywords: marketing strategy, customer assessment, customer needs analysis, customer benefit ladders, growth opportunities, growth strategy, organic growth, growth ideas, competitive advantage, SWOT

Suggested Citation

Moore, Marian Chapman and Urbany, Joel, The Customer-Focused Growth Project. Darden Case No. UVA-M-0798. Available at SSRN: https://ssrn.com/abstract=2974683

Marian Chapman Moore (Contact Author)

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Joel Urbany

University of Notre Dame - Department of Marketing ( email )

Notre Dame, IN 46556-0399
United States

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