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Abell’s Three-Dimensional Business Model

The three
dimensions according to Abell are: customer groups, customer needs, and
capabilities and technologies (Abraham, 2012). 
A company can use the model when developing a strategic plan for the company’s
mission. Abraham (2012) states that “Abell maintained the mission statement should
contain all these three elements” (sec. 3.2).

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Abell’s
business model could be used for developing a strong marketing plan.  Based on the dimensions, marketing falls
under customer groups (Abraham, 2012).  While
brainstorming, which is the first step according to Abraham (2012), determine the
customer base the company is looking to serve, and what products the company
could produce that their chosen customer group would buy.  Having a good understanding of what their
customers are wanting, the company would be giving itself the best possibility of
making profitable product offer.

Once
the company makes a determination as to which customers they will market to they
will then be able to identify the customer needs and which products they could
produce and market and gain the most profit. 
One example would be a clothing whole sale retailer who tailors
specifically for persons of big and tall sizes. 
The same company could also find success in designing large covers and
tapestries because they are accustomed to handling bulk size materials. 

Technology
is the last dimension in Abell’s model. 
Readers Digest Association, the publisher of the largest –circulation magazine
in the world in 1992, developed a database of subscribers (Abraham, 2012).  The magazine company used the database as a
distribution channel to reach its customer populace which according to Abraham
(2012) was about 50 million households in the United States.  This made it easy for the magazine company to
continue to reach their customers and keep their revenue and operating profits
up by selling condensed books and other publications, videos, and CDs through
mail order.

Reader’s
Digest could use Abell’s model and to reach their customers with the
opportunity to purchase other products besides magazines.  The company could use its distribution
channel to sell coloring books, hanging posters, books on tape.  By offering a few more products to their
target customers through their distribution the company could ensure to keep
their customers focus, keep them purchasing and keep the company profits up.

The
Abell three-dimensional business model is a process that helps companies keep
focus on their mission in targeting customers in their chosen market.  It also helps with the alignment of customer
and how they can continue to meet their customer’s need all while remaining innovative
and developing new products as well as finding new opportunities that will keep
their customers coming back for more.

 

 

 

 

 

Reference

Abraham,
S. C. (2012). Strategic management for organizations Electronic version.
Retrieved from https://ashford.content.edu

 

 

 

 

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