11 Sustainable Competitive Advantage The way you compete Product strategyPositioning strategyManufacturing StrategyDistribution strategyEtc;Basis of CompetitionAssets and CompetenciesSustainableCompetitiveAdvantageThe way you competeProduct – market selectionWhom you compete againstCompetitor selection
12 Strategic Thrusts Differentiation Focus (Generic Business Strategy Strategic ThemeStrategic Orientation)Route to an SCAPreemptionSynergyLow Cost
13 Differentiation Strategies Product offering is different from competitorValue added affect customer choice and ultimate satisfactionSomething can be done much better than it is done by competitorsIngredient or component , superior product offering , Combining products ,Added service , Breadth of product line , Service backup , Channel , Design ,Quality , BrandsSuccessful Differentiation StrategiesGenerate Customer ValuesProvide Perceived ValueBe difficult to copy
15 Focus Strategy Avoid Strategy dilution Or distraction Compete with Limited resourcesFocus StrategyProduct ,Segment ,Geographic focusReduceCompetitivepressuresBypassCompetitor assets/CompetenciesProvidePositioningstrategy
16 Preemptive Move product opportunities Preempt a position Develop a dominant designSecure superior product-development personnelProduction systemDevelop production processesExpand capacityVertically IntegrateCustomer OpportunitiesTrain customer in usage skillsGet customer to make long-term commitmentsGain specialized knowledge about a customer setDistribution and Service systemOccupy prime locationsDominate key distributors or outlets
18 Strategic Position The face of the Business strategy Differentiate fromcompetitorResonate withcustomersStrategic PositionExpress the ValuesAnd culture of theOrganizationDrive and GuideStrategic initiativesDrive the communicationprogram
19 Strategic Position Options The bestValuePioneerProduct focusTarget segmentProduct categoryProduct attributes and functional benefitsBreadth of product lineOrganizational intangiblesEmotional self-expressive benefitsExperienceBeing contemporaryBrand personalityCompetitor position
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