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  • Henkel - Competitive Advantage

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    radhi_hirzi
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    The document discusses competitive advantage and strategy. It defines competitive advantage as an advantage that allows a firm to generate more sales or margins than competitors. Core competencies that are valuable, rare, costly to imitate and non-substitutable can provide competitive advantages if competitors cannot duplicate the benefits. There are two main competitive strategies: cost leadership through offering the lowest costs, and product differentiation by providing distinctive products. Blue ocean strategy creates new market space by making competitors irrelevant and capturing untapped demand through differentiating and lowering costs across the whole system. The document uses Henkel as an example of applying blue ocean strategy through differentiation and innovation to gain advantages over competitors in the tile adhesive market.

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    The document discusses competitive advantage and strategy. It defines competitive advantage as an advantage that allows a firm to generate more sales or margins than competitors. Core competencies that are valuable, rare, costly to imitate and non-substitutable can provide competitive advantages if competitors cannot duplicate the benefits. There are two main competitive strategies: cost leadership through offering the lowest costs, and product differentiation by providing distinctive products. Blue ocean strategy creates new market space by making competitors irrelevant and capturing untapped demand through differentiating and lowering costs across the whole system. The document uses Henkel as an example of applying blue ocean strategy through differentiation and innovation to gain advantages over competitors in the tile adhesive market.

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    Attribution Non-Commercial (BY-NC)
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    753 tayangan2 halaman

    Henkel - Competitive Advantage

    Diunggah oleh

    radhi_hirzi
    The document discusses competitive advantage and strategy. It defines competitive advantage as an advantage that allows a firm to generate more sales or margins than competitors. Core competencies that are valuable, rare, costly to imitate and non-substitutable can provide competitive advantages if competitors cannot duplicate the benefits. There are two main competitive strategies: cost leadership through offering the lowest costs, and product differentiation by providing distinctive products. Blue ocean strategy creates new market space by making competitors irrelevant and capturing untapped demand through differentiating and lowering costs across the whole system. The document uses Henkel as an example of applying blue ocean strategy through differentiation and innovation to gain advantages over competitors in the tile adhesive market.

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai DOCX, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 2

    COMPETITIVE ADVANTAGE AND STRATEGY COMPETITIVENESS

    Based on investopedia Competitive advantage is An advantage that a firm has over its competitors, allowing it to generate greater sales or margins and/or retain more customers than its competition. capabilities that are valuable, rare, costly to imitate, and nonsubstitutable are core competencies as shown in table below. There are relationship between core competencies and competitive advantage due to core competitive is source of competitive advantage. But not every core competencies are become source of competitive advantage. A sustained competitive advantage is achieved only when competitors cannot duplicate the benefits of a firms strategy or when they lack the resources to attempt imitation.

    In general there are two competitive strategies like cost leadership and product differentiation. The goal of Cost Leadership Strategy is to offer products or services at the lowest cost in the industry. The challenge of this strategy is to earn a suitable profit for the company, rather than operating at a loss and draining profitability from all market players. The goal of Differentiation Strategy is to provide products that stand out from competitive offerings.

    Blue Ocean Strategy Blue ocean strategy is create uncontested market space, make the competition irrelevant, create and capture untapped demand, break the value-cost trade off, align the whole system of a firms activities in pursuit of differentiation and low cow cost, and participate in shaping external trends over time. The company has a valuable and costly to imitated core

    competences so they have maximizing their core competencies as their competitive advantages. In this case Henkel applied Blue Ocean Strategy with focus on differentiation strategy to faced its competitor by create superior product. With focused on technology and quality of their product rather than easy to used. Beside that Henkel also make an innovation like low dust tile adhesive which was healthier for tilers. Another innovation is light weight tile adhesive. Henkel tile adhesive with 25kg were comparative with 80kg conventional adhesive.

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