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Topic Title: Selling commodity product Topic Summary: Customer objectives with commodity products Created On: 07/03/2009 01:31 AM |
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07/03/2009 01:31 AM
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All,
I am very new to BSC having just read the 1st 4 books in the series. My company is working in the environmental sector in Asia and "manufactures" CER carbon credits from greenhouse gas abatement projects that we invest in. We "sell" the CER carbon credits on an exchange (in a similar way to a commodity such as copper or coal). I am trying to understand what customer objectives I need to consider (and include) given that we effectively sell to anyone at an auction with an undifferentiated product with no mechanism to add services around the offering and price being the only driver for the sale... It is clear that the customer value proposition is based around "lowest total cost" but what measures should be selected given there is absolutely no end customer loyalty to any brand and the trades happen on a simple availability basis at the lowest price? Any advice you could give me on this would be greatly appreciated. Thanks in advance for any support offered. Kind regards, James |
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