5-2
Competitive Strategies
and Market Positioning
Competitive Strategy
Deals exclusively with managements game
CORE CONCEPT
A competitive
competitive strategy
strategy concerns the specifics of
managements
managements game
game plan for competing
successfully
successfully and securing a competitive
advantage
advantage over
over rivals
rivals in
in the
the marketplace.
marketplace.
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Striving
Strivingto
toachieve
achievelower
loweroverall
overallcosts
coststhan
thanrivals
rivalsand
andappealing
appealingto
toaa
broad
broadspectrum
spectrumof
ofcustomers,
customers,usually
usuallyby
byunderpricing
underpricingrivals
rivals
Seeking
Seekingto
todifferentiate
differentiatethe
thefirms
firmsproduct
productor
orservice
servicefrom
fromrivals
rivalsinin
ways
waysthat
thatwill
willappeal
appealto
toaabroad
broadspectrum
spectrumof
ofbuyers
buyers
Focused
Focused
low-cost
low-cost
Concentrating
Concentratingon
onaanarrow
narrowbuyer
buyersegment
segment(or
(ormarket
marketniche)
niche)and
and
outcompeting
rivals
by
having
lower
costs
than
rivals
and
thus
outcompeting rivals by having lower costs than rivals and thusbeing
being
able
to
serve
niche
members
at
a
lower
price
able to serve niche members at a lower price
Focused
Focused
differentiation
differentiation
Concentrating
Concentratingon
onaanarrow
narrowbuyer
buyersegment
segment(or
(ormarket
marketniche)
niche)and
and
outcompeting
rivals
by
offering
niche
members
customized
attributes
outcompeting rivals by offering niche members customized attributes
that
thatmeet
meettheir
theirtastes
tastesand
andrequirements
requirementsbetter
betterthan
thanrivals
rivalsproducts
products
Best-cost
Best-cost
provider
provider
Giving
Givingcustomers
customersmore
morevalue
valuefor
forthe
themoney
moneyby
bysatisfying
satisfyingbuyers
buyers
expectations
on
key
quality/features/performance/service
attributes
expectations on key quality/features/performance/service attributes
while
whilebeating
beatingtheir
theirprice
priceexpectations
expectations
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FIGURE 5.1
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essential.
Is viewed by buyers as offering equivalent or higher
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CORE CONCEPT
A low-cost
low-cost leaders
leaders basis
basis for
for competitive
competitive
advantage
advantage is
is lower
lower overall costs
costs than
than
competitors. Success in achieving a low-cost
edge over
over rivals
rivals comes
comes from
from eliminating
eliminating and/or
and/or
curbing
curbing nonessential
nonessential activities and/or
outmanaging
outmanaging rivals
rivals in performing
performing essential
essential
activities.
activities.
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Option
Option 11
Use
Use aa lower-cost
lower-cost edge
edge to
to underprice
underprice competitors
competitors
and
and attract
attract price-sensitive
price-sensitive buyers
buyers in
in great
great enough
enough
numbers
numbers to
to increase
increase total
total profits
profits
Option
Option 22
Maintain
Maintain present
present price,
price, be
be content
content with
with present
present
market
market share,
share, and
and use
use lower-cost
lower-cost edge
edge to
to earn
earn
aa higher
higher profit
profit margin
margin on
on each
each unit
unit sold
sold
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Cost-Efficient Management
of Value Chain Activities
Striving to capture all available
economies of scale
Taking full advantage of
experience and learning curve
effects
Trying to operate facilities at full
capacity
Substituting lower cost inputs
whenever theres little or no
sacrifice in product quality or
product performance.
Employing advanced production
technology and process design
to improve overall efficiency.
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FIGURE 5.2
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Reengineering the
firms value chain
Sell directly to
consumers and cut
out the activities and
costs of distributors
and dealers
Streamline operations
by eliminating low
value-added or
unnecessary work
steps and activities
Collaborate with
suppliers to improve
supply chain efficiency
by reducing materials
handling, shipping and
inventory costs
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Concepts &
Connections 5.1
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5-15
advantages
5-16
5-17
CORE CONCEPT
The essence
essence of
of aa broad
broad differentiation strategy
is to offer unique product or service
service attributes that
a wide
wide range of buyers find appealing
appealing and
and worth
paying
paying for.
for.
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Successful execution of a
differentiation strategy
allows a firm to:
Command a
premium price
Increase its
unit sales
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Approaches to Differentiation
Unique taste: Red Bull, Listerine
Multiple features: Microsoft Office, Apple iPad
Wide selection and one-stop shopping: Home Depot, Amazon.com
Superior service: Ritz-Carlton, Nordstrom
Spare parts availability: Caterpillar
Engineering design and performance: Mercedes-Benz, BMW
Luxury and prestige: Rolex, Gucci, Chanel
Product reliability: Whirlpool and Bosch
Quality manufacture: Michelin in tires, Toyota and Honda in autos
Technological leadership: 3M Corporation
Full range of services: Charles Schwab in stock brokerage
Complete line of products: Campbell soups, Frito-Lay snack foods
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CORE CONCEPT
A uniqueness driver
driver is
is aa value
value chain
chain activity or
factor that can have
have aa strong
strong effect
effect on customer
value
value and
and creating
creating differentiation.
differentiation.
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FIGURE 5.3
5-22
Coordinating with
downstream channel
allies to enhance
customer value
Coordinating with
upstream suppliers to
better address
customer needs
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5-24
5-25
Supply chain
activities
Product
R&D
Production R&D
and technologyrelated activities
Activities
that Enhance
Differentiation
Distribution and
shipping activities
Marketing, sales,
and customer
service activities
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5-28
5-29
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Concepts &
Connections 5.2
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5-32
Concepts &
Connections 5.3
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5-35
CORE CONCEPT
Best-cost
Best-cost provider
provider strategies
strategies are
are aa hybrid
hybrid of
low-cost
low-cost provider
provider and
and differentiation
differentiation strategies
that aim
aim at
at satisfying
satisfying buyer expectations on key
quality/features/performance/ service
service attributes
and beating
beating customer
customer expectations
expectations on
on price.
price.
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Concepts &
Connections 5.4
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chain activities.
3. Core competencies that allow differentiating attributes
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5-41
Differentiators
Must have the resources and capabilities to
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