Order Qualifiers vs. Order Winners

Attribute	Order Qualifiers	Order Winners
Importance	Minimum requirements to be considered by customers	Attributes that differentiate a product/service and lead to customer choosing it over competitors
Stability	Usually stable over time	Can change over time due to market trends and competition
Customer Expectations	Meets basic customer expectations	Exceeds customer expectations
Competitive Advantage	Helps to stay in the competition	Helps to win the competition

When it comes to understanding the competitive dynamics of a market, it is essential for businesses to differentiate between order qualifiers and order winners. These two concepts play a crucial role in determining a company's success in the marketplace. In this article, we will explore the attributes of order qualifiers and order winners, and how they impact a company's competitive advantage.

Order Qualifiers

Order qualifiers are the minimum requirements that a product or service must meet in order to be considered by customers. These are the basic criteria that customers expect from a company, and failing to meet these requirements can result in immediate disqualification from the customer's consideration set. Order qualifiers are essentially the entry ticket to compete in a market, and without meeting these criteria, a company cannot even begin to compete.

For example, in the smartphone market, order qualifiers would include features such as a touch screen, internet connectivity, and a camera. These are the basic functionalities that customers expect from a smartphone, and any product that does not meet these criteria would not even be considered by customers. Order qualifiers are essential for a company to be in the game, but they do not necessarily provide a competitive advantage.

Order qualifiers are often industry standards or norms that all companies in a particular market are expected to meet. These criteria are usually non-negotiable for customers, and failing to meet them can result in immediate rejection of a product or service. Companies must ensure that they meet these basic requirements in order to even be considered by customers, as they are the foundation upon which a company's offerings are evaluated.

While order qualifiers are essential for a company to compete in a market, they do not provide a competitive advantage on their own. Meeting these basic requirements simply allows a company to be considered by customers, but it does not differentiate the company from its competitors. In order to stand out in the market and gain a competitive edge, companies must focus on order winners.

Order Winners

Order winners are the attributes of a product or service that differentiate it from competitors and ultimately lead to a customer choosing one company's offering over another. These are the factors that give a company a competitive advantage in the market and drive customer preference. Order winners are what set a company apart from its competitors and make its offerings more attractive to customers.

For example, in the fast-food industry, order winners could include factors such as taste, price, convenience, and customer service. These are the attributes that customers value and prioritize when making a purchasing decision, and companies that excel in these areas are more likely to win customers over their competitors. Order winners are what drive customer loyalty and repeat business.

Order winners are not industry standards or basic requirements like order qualifiers. Instead, they are unique selling points that differentiate a company's offerings from those of its competitors. Companies must identify their order winners and leverage them to gain a competitive advantage in the market. By focusing on these key attributes, companies can attract and retain customers, ultimately leading to long-term success.

Unlike order qualifiers, order winners provide a company with a competitive edge and help it stand out in the market. By excelling in the areas that matter most to customers, companies can differentiate themselves from their competitors and win over customers. Order winners are what drive customer preference and ultimately lead to a company's success in the marketplace.

Conclusion

In conclusion, order qualifiers and order winners play distinct roles in a company's competitive strategy. Order qualifiers are the basic requirements that a product or service must meet in order to be considered by customers, while order winners are the attributes that differentiate a company's offerings and drive customer preference. By understanding the differences between these two concepts and focusing on both order qualifiers and order winners, companies can position themselves for success in the marketplace.