M. S.

Ramaiah School of Advanced Studies 1

Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09
Order winner
and
Market Qualifiers
M. S. Ramaiah School of Advanced Studies 2
Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09
Contents
Introduction - Order winner and Market Qualifier
Characteristics of Order winner and Market qualifier
Why Order winner and Market qualifier ??
Whats Order loser ??
Examples of Order winner and Market Qualifier
Case study M/c Donald
Conclusion
M. S. Ramaiah School of Advanced Studies 3
Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09
Introduction - OW & MQ
Operations strategist and author Terry Hill introduced the
terms qualifier and order winner (1989).
Order winners
Criteria are factors which provide a competitive edge over the
other companies selling in the market. If achieved, they will
influence customers to purchase the product.


Market qualifiers
Criteria are factors which are essential in order to maintain a place
in the market - without them, customers will be seriously
discouraged from purchasing the product
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Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09
Characteristics of OW & MQ
Order winner and market qualifiers and their relative weightings
will change over time.
Order winners and market qualifiers are both market specifics.
Not all order winners and market qualifiers are related to
manufacturing.

M. S. Ramaiah School of Advanced Studies 5
Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09
Why OW & MQ

The concept of order winners and qualifiers, are to provide a
framework for a company's product to gain sales in the market.

It can provide a clear link between a companys marketing strategy
and the impact on operations.

Through this analysis, the company can decide on its product range
and the necessary technological development

To introduce successful new products in the long term.
M. S. Ramaiah School of Advanced Studies 6
Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09
Whats Order loser ??
Order loser
are the outputs which will make the customer in the market to
avoid purchasing your product.
M. S. Ramaiah School of Advanced Studies 7
Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09
Order Qualifier : Pizzas, Burgers, fries are available.

Order Winner : A cool toy and a chocolate is given with the Pizza .

Order Loser : Bad tasting pizzas , soggy fries, etc.
Example: Taking a group of children to a Pizza corner
Example: Selecting a bank after moving to a new city

Order Qualifiers : ATM access, online banking drive-up window

Order Winner : free checking, no ATM fees for other banks ATMS

Order Loser : No ATM access, no online access.
Examples of OW, MQ, OL ??
M. S. Ramaiah School of Advanced Studies 8
Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09
Case study .
M. S. Ramaiah School of Advanced Studies 9
Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09
Case study
McDonalds corporation started in 1955, by Raymond Kroc in America
In 1957 company established their motto QSC & V
In 1965 company goes public
McDonalds entered to Indian market in 1996
Today McDonalds is the worlds largest fast food chain serving 47
million customers daily and worth more than $25 billions



M. S. Ramaiah School of Advanced Studies 10
Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09
Challenges in Entering Indian Markets
Most Indians are barred by religion not to consume beef or pork.
India has a huge population of vegetarians.

McDonalds strategy to Qualify Indian market
McDonalds came up with chicken, lamb and fish burgers to suite
the Indian palate.
The company came up with a completely new line of vegetarian
items like McVeggie burger and McAlooTikki.
The separation of vegetarian and non-vegetarian sections is
maintained throughout the various stages.

Case study
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Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09
Case study of McDonalds
McDonalds Order winning strategies
Product: McDonalds provided a totally different menu as compared to
its International offering.
Place: The made available to the customer at the right
place, at the right time and in the right quantity.
Price: This was to attract the middle and lower class consumers
Promotion: The right message has been communicated to the right
audience through the right media.
People: McDonalds understood the value of both its employees and
its customers.


M. S. Ramaiah School of Advanced Studies 12
Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09
Conclusion
Low High
Negative
Order Winners
Market Qualifiers
Positive
Neutral
Achieved Performance
C
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p
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B
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Order winners and Market Qualifiers
M. S. Ramaiah School of Advanced Studies 13
Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09
Conclusion
Low High
Negative
Order Winners
Positive
Neutral
Achieved Performance
C
o
m
p
e
t
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t
i
v
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B
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n
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f
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Delights
Market Qualifiers
Adding delights
M. S. Ramaiah School of Advanced Studies 14
Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09
Conclusion
Low High
Negative
Order Winners
Qualifiers
Positive
Neutral
Achieved Performance
C
o
m
p
e
t
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t
i
v
e

B
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n
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f
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Delights
Delights become order winners
Order winners become qualifiers
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Order winners and market qualifiers. ppt / 02.02.2010 EMM FT09
Thank you
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