case study: miele professional creates affinity in the hyper-competitive care-home sector
TRANSCRIPT
Current situation
• Objectives
• Existing channels and approach
• Moving from awareness to engagement
Job Role Specific Business Specific Industry Specific
SITUATIONAL ANALYSIS
Current
Role & Responsibilities Objectives Strengths
Objectives/Goals Strategy Weaknesses
Pains, Challenges & Issues Pains, Challenges & Issues
Mid-Long Term
Objectives/Goals Objectives Opportunities
Pains, Challenges & Issues Strategy Threats
Pains, Challenges & Issues Predictions & Trends
BU
YIN
G S
TA
GE
IN
TE
L
DISCOVER
(Education)
Preferred media channels
Social media platforms
Memberships/groups/forums/subscriptions/networks
Preferred method of content consumption
CONSIDER
(Potential Solutions)
Research methods
Processes (shortlisting, gap analysis)
Preferred method of content consumption
DECIDE > PURCHASE
(Vendor selection > Vendor decision)
What do they look for? Vendor criteria
Processes Processes (RFI, RFQ, Tender)
Decision Making Unit
PERSONAL
Demographics
Education/CPD
What we discovered
• Their key burning issues were around running their business
• They had limited support to manage these
• They are very hands on in their roles and need to stay that way
• The future and planning is clearly on their mind
• They were stuck in the day to day