The paper "Capturing and Delivering Value" is a great example of marketing coursework. The perceived worth of a product that a company makes translates into what in strict terms is seen as a value. More often than not, and to a company, the value of a product is measured regarding an equivalent monetary value that was used to produce the product, plus what can measure as profit to the business. However, after creating this value in a product so that it can be used by a second person, usually, the consumer, a company has to find the appropriate buyers and sell to them this product which has a value attached to it, at the right price, so that both the buyer and producer achieve some worth out of the transaction. The business has a goal to deliver products – goods or services – to its esteemed customers, with the sole intention to satiate their needs.
While this is so, the main reason for a company’ s existence, besides delivering valued products to customers, is to live up to some goals as envisioned in its vision and mission statement.
These goals include making profits to sustain the business, and probably help it grow beyond its size to deliver better products and capture an even bigger market in a wider area – probably, globally. While offering products to consumers, there is a need to offer a certain value to customers, which translates to profits for the business. In most cases, the business should deliver just a proportionate value so that it does not suffer losses. At the same time, a business should not deliver too much value so that it ends up in big losses.
This would devastate the business, meaning it would never meet its goals as envisioned in its mission and vision statement. Also, when the business keeps a higher value than is necessary, then it may end up losing most of its customers since that would mean the business sells products at very high costs or low-value products (Sheffi, 2012). Value delivery happens at different levels. Characterization of the same happens before goods are delivered to the consumers, and after they are bought by the consumers.
For instance, while manufacturing products, a business looks at the goods as a point through which some value will be added, so that consumers may, in turn, use the product to achieve utility.
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