E-Commerce Case

Applying Market Opportunity Analysis framework to '' On the Run''

step one : Is to indentify Unmet and / or Underserved customer needs.

This step is about increasing customer satisfaction by serving all customer needs with the best quality possible. In order to discover unmet or underserved customer needs our '' On the Run '' team has to go through the customer decision process which will provide creative ideas to satisfy those needs.

What is the ideal experience the customer wishes for , both functionally and emotionally ?

The ideal experience '' On the Run '' customers are looking for Functionally is easy to access website , fast delivery of products , availabilty of alternatives for each product , easy payement procedures.Emotionally will be the availablity of offers in ( new years , christmas , easter ) and other occasions and loyalty discounts for the loyal customers.

Does the experience customers seek vary according to their enviroment ?

Yes, it varies from an enviroment to another as people living in Cairo and Alexandria are the ones who are aware of '' On the Run '' services and are willing to use its new online services than other cities.

What barriers block some or all participation by potential customers?

The barriers are because many people are not familiar with online internet services they find it easy to order by telephone than by the internet. Besides they prefer to pay in cash rather than credit cards as it is the only method of payement that can be used on online '' On the Run ''.

What are the online opportunities to enhance or transform the customer's experience?

There are many opportunities for the Online On the Run to enhance customers experience as the new loyal online on the run coupons which gives the customers who order online a ten percent discount on all purchases , in addition to the larger variety available online compared to the bricks and mortar On the run.

Step two : Identify the specific customers the company will pursue.

In order to achieve this step On the run has to group its customers based on their needs , behavior , location . By segmenting the market into segments each segment is characterized by certain features. On the Run marketers divided our customers into two segments. The first segment is divided according to geographic locations ( Cairo and Alexandria ) as these are the only two cities Online On the Run can deliver to them. Cairo is divided into ( Masr el gedida , Nasr city , Mohandseen , Zamalaek , New cairo , Six of october city ) . Alexandria is divided into ( Al-Montaza , El-Manshya , Sede gaber, Kafer Abdou , Semouha ). The second segment Demographic our customers are both males and females , A and B income level and mainly teenagers and young adults.

Step three : Assess Relative advantages to competitors.

On the Run's