This activity includes determining who is the customer, identifying the values they are seeking, comparing the organization's performance to its competition, and identifying why customers consider one firm superior to another’ Analysis may be necessary at several levels, including the business unit (discussed later in the chapter), the industry, market segment, and product category Methods of customer analysis are discussed in Chapters 3 and 4.Customer analysis guided ValuJet Airlines Inc. in targeting budget-conscious leisure travelers to selected locations. The new airline began operations in 1993 and experienced rapid growth in sales and profits. The Competitive Advantage Feature describes ValuJet's strategy for competing in the highly competitive air travel market, and highlights passenger safety issues attributed to the airline's rapid expansion