STRATEGIC BUSINESS THEORY Customer intimacy and community building Customer intimacy is one of the value strategies developed by Treacy and Wiersema. Community building is a newer extension to this (Knoot, z.d.). Hire a Buddy! is all about creating a community and friendship and thus wants to pursue a customer intimacy type of approach. The app focuses on delivering excellent service to customers and maintaining relationships, individual solutions, and repeated purchases, until it has fulfilled its purpose and the customer does not need it anymore. This idea is also a community-building model as the app will be completely community driven. The buddies are looking for a social engagement while earning money and the customers are looking for that connection with a buddy to accompany them to their event. BCG matrix The BCG matrix is the most widely used marketing model for analyzing the portfolio of a company. The model takes a close look at the various product–market combinations (PMCs) and distinguishes among question marks, stars, cash cows, and dogs. The goal is to determine the product groups that are interesting to retain and that the company can divest. Hire a Buddy! can use this model to determine where its idea is at. Hire a Buddy! is clearly a question mark but has the potential to become a star. This is because it is a new idea and thus has a low market share, but it has a high capability for growth due to its high potential market population and easy, free access. There are also very few competitors in the market that offer a complete package, especially those that focus on the Netherlands. This creates a possibility for a high market share. More on competitors at the 5 krachten analysis. SWOT analysis The SWOT analysis will map the strengths, weaknesses (internal), opportunities, and threats (external) of this idea. 92
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