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Competitive Strategy is
about being different!
Determining Strategic Position
• Perform similar activities differently
Activities • Or perform different activities
• Deliver a unique mix of value
What do they offer?
• Often low cost
• Because they do things differently
• But in addition to that they often ‘break the
rules’ in order to better meet the needs of
their target market
Nature of Strategic Positioning
• Means performing different activities from
rivals or performing similar activities in
• Competitive advantage requires developing a
distinct strategic position