Performance x importance 60 40 50 O 10 30 20 Demand Most unpredictability Order lead Product launch time Delivery reliability AutoCo -- Competitor Demand volume Area for Product lead time and delivery reliability than competitor improvement customisation Auto Co perceived as providing lower value on order Importance Product features company AutoCo. Which suggestion is appropriate for the company to improve? Product quality Product innovation Demand variety Delivery Least frequency Customer value gap analysis can help with determining supply chain strategy. The figure below shows the analysis for aPerformance x importance Delivery Most - reliability Steady state Demand customization volume Order lead time - AutoCo -- Competitor its competitors in most areas. Delivery frequency Demand value to competitor on all aspects except quality product quality is worse than competitors. AutoCo perceived as providing superior or equal unpredictability Importance Product customisation Product quality Demand variety Product innovation Least Product features C. AutoCo needs to enrich the product range to attract more customers during steady state, because the B. AutoCo should adopt make to order at product launch period, because the company is doing great in product A. AutoCo does not need to worry about the supply chain during the steady state, because it is doing better than Time left 1:34D. AutoCo should identify potentials to standardize the products to speed up production and reduce order lead time at product launch period