1. What you think might be the order winning and order qualifying criteria for: McDonald's, Southwest Airlines and a university?
McDonald's Availability, Speed of service,
right type of food, perceived value for money,
low cost cleanliness
Southwest Airlines Availability, Value for money,
A university Range of courses, Accessibility,
Performance measures would be focused on the OWC. For instance in McDonald's we could measure speed of service. We could also benchmark our selling price against all local competition.