Activity 12Day one analysis
Overview
Initially devised as a marketing tool to support brand campaigns in the 1980s, day one analysis was soon picked up by the procurement community and adapted to support the category management process. There are many iterations of this 2 x 2 matrix, the most popular being QPA Consultants’ version from the 1990s.
The theoretical concept is that preliminary analysis related to product/market positioning can capture a ‘day one snapshot’ of the supply and demand variables that need to be considered. This in turn may prompt further thinking around potential programme issues that could ...
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