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Competitive Marketing Strategies: Conducting an Internal Analysis

Overview/Description When developing competitive marketing strategies, one of the most important steps is carrying out effective research and analysis. As well as assessing the external competitive environment, you need to look inward. In other words, you need to assess your organizational capabilities – what unique skills and resources does your organization have and how can it effectively deploy these to deliver a sustainable competitive advantage? In addition, you need to consider your marketing activities – how relevant are your marketing objectives, given your organization's current...

Competitive Marketing Strategies: Selecting and Implementing Strategies

Overview/Description Competitive marketing strategies can help your organization gain market share, minimize the impact of competitors, and increase revenues. These outcomes can only be achieved, however, if organizations understand how to translate their competitive advantages into winning strategies. This course describes the different types of competitive advantages that can help an organization distinguish itself from the competition. It outlines how to choose the most appropriate competitive marketing approach based on those advantages. It also explains the key components of a...

Conducting Experiments and Analyzing Results in Six Sigma

Overview/Description Six Sigma teams design and conduct experiments to investigate the relationships between input variables and response variables. By controlling and changing the input variables and observing the effects on the response variables, a Six Sigma team gains a deep understanding of these relationships. After determining what and how much needs to be changed to meet the desired improvement, teams generate solution ideas based on the best combination of input variables' settings to optimize the response, and then the ideas are tested, implemented, and validated. Later in the...

Correlation and Regression Analysis in Six Sigma

Overview/Description As a Six Sigma team moves into the Analyze stage of the DMAIC process, it looks more closely at the variables and variable interrelationships identified during the Measure stage. As part of the analysis, a scatter diagram of dependent and independent variables is drawn to visualize the form, strength, and direction of their relationships. By determining their correlation coefficient, a linear relationship can be quantified and identified as positive, negative, or neutral. Then, using regression analysis, a model is developed to describe the relationship as a linear...

Critical Requirements and Benchmarking for Six Sigma

Overview/Description The success of Six Sigma deployment in an organization largely depends on the success of individual Six Sigma projects. Organizational stakeholders, including customers, suppliers, and employees, have a strong influence on the implementation of Six Sigma projects. In turn, these projects impact the organizational stakeholders by throwing many opportunities and challenges before them. It is imperative that Six Sigma leaders determine the critical quality, cost, process, and delivery requirements from customers and the organization, and then align projects with these...

Customer-driven Process Improvement: Analyzing Process Problems

Overview/Description One of the stages in customer-driven process improvement is identifying problem areas in current processes. It's vital to find out why something has gone wrong in a process, especially if it affects the organization's ability to meet customers' requirements. By identifying problems and unearthing their causes, you can pinpoint the changes necessary for resolving the problem and improving the process. This course describes how to identify process problems by doing a gap analysis. It also explains the importance of analyzing the causes of process problems. And it shows how...

Customer-driven Process Improvement: Basic Framework

Overview/Description Letting customer needs drive your process improvement efforts can increase the chances that your product or service will be favored by customers – the most important stakeholders in your business. Customer satisfaction is critical to the survival of any business. And organizations that focus on improving processes so that they can produce what customers want and need are likely to be more successful than those that don't. Customer feedback, whether direct or indirect, gives an organization an opportunity to analyze its operations and processes to find ways to satisfy...

Customer-driven Process Improvement: From Customer Needs to Process Requirements

Overview/Description Analyzing and understanding voice of the customer data is an important first step in managing customer-driven process improvement. This data reveals important information about customers' needs, perceptions, and attitudes. But what do you do with the insights you gain from it? Translating the voice of the customer into measurable process requirements is the next step. It means taking those initial insights and digging deeper so that you can turn customer needs into process goals. This course shows you how to do this. It describes what critical to quality (CTQ) customer...

Customer-driven Process Improvement: Identifying Customer Needs

Overview/Description Rapid change and intense competition mean that organizations have to establish and maintain a clear, consistent understanding of their customers' requirements, and then meet those requirements on an ongoing basis. Information about what customers need should drive strategy and core process improvements. But the first step in any customer-driven process improvement initiative is determining customer requirements. This course describes a process for doing this. It explains how to define your customers in a way that focuses on which customer voices matter the most as an...

Customer-Driven Process Improvement: Identifying Improvement Ideas and Solutions

Overview/Description After investigating current processes, it's time to find improvement solutions. You need to ask what actions or ideas will help address the root cause of any problems uncovered. Which of these ideas make up workable potential solutions? Which solution will most likely fix the issue with the least cost and disruption? How do you test a chosen solution to ensure its effectiveness? This course addresses such questions. It outlines ways to generate ideas for improving a process. It explains how to refine those ideas and select the best idea by using a solution matrix. It also...

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