We have to find this type of Analysis for Ben & Jerry's: Brief presentation of your business (company of your choice) Industry, activity, products, turnover...

Draw out the 'opportunity chain' through to the end user: Start with the logistics supply chain. Include the lines of influence.

How would you define and describe a 'key account' appropriately for your business and market circumstances?

The "big one"? The "financially secure"? The one "growing the fastest"? The one who brings customers?

Create buyer personas to define your customer ...etc

The one "you must not lose"? The one offering future profits? The more successful one?

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APPLICATION EXERCISE - OPPORTUNITY CHAIN

Prepare a 10 min presentation in PPT to perform during the next class. Work in groups of 2 persons.

Draw out the 'opportunity chain' through to the end user: Start with the logistics supply chain. Include the lines of influence.

Where is the value created by your offer? Inside the customer or beyond?

Where are the key decisions taken? Inside the customer or beyond?

Where in this chain do we currently have good understanding, and good contacts?

Where in this chain do we need to develop better understanding and better

contacts?

At what points in the chain do we need to 'sell', and where will we need to 'influence'?

Who from your team will be best placed to develop this?

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APPLICATION EXERCISE - SEGMENTATION

Prepare a 10 min presentation in PPT to perform during the next class. Work in groups of 2 persons.

Proceed to a simple segmentation of your customer using the two axis model:

Define criteria in two axis X, Y to make to map your customers

Do you think that your key accounts form up a distinguished group from other customers?