4. 1.FOCUS
(SPECIALIZATION)
2. PROMINENT SUCCESS
3. DISASTER 4. COSTS LEADERSHIP
- relative costs high
- a degree of marketing
differentiation high
relative costs low
- a degree of marketing
differentiation high
Matrix of Competitive Advantages
relative costs low
- a degree of marketing
differentiation low
relative costs high
- a degree of marketing
differentiation low
5. base
- In differentiation
- In costs
- In specialization
(Focus)
Competitive Advantages
Forms
additional
in marketing
in immediate reaction on the
necessities of the market
in innovations
in more effective management
in aggregate with kinds of
activity (in diversification)
8. RESEARCH AND
DEVELOPMENT
MARKETING
CAMPAIGN BY USING
HIGH PROFILE
CELEBRITIES
INVESTS 3% OF THEIR
SALES IN RESEARCH AND
DEVELOPMENT
A DIVERSE RANGE OF
PRODUCTS
THAT CATERS TO
VARIOUS ETHNIC
GROUPS
l'oreal Core Competencies
MAKE UP, PERFUME, HAIR
AND SKIN PRODUCTS
‐ CONSUMER PRODUCTS
‐ ACTIVE COSMETICS
‐ LUXURY PRODUCTS
PROFESSIONAL PRODUCTS
10. one of the first airlines to skip the
travel agent and to start advertising
on their planes
broke the tradition with the airline
loyalty programs, but their offering
was clear: point to point for a price of
an affordable pair of jeans
fleet is standardized
headquarters is in London, no thrills
just a simple office on one of their
most important Hubs
spend more time in the air
transporting than at the gate in the
airport
partnerships is a skill they manage
very well – EasyJet offers Starbucks
Coffee, Rental Cars, Collection for
Charity and Hotel rooms as extra
services
easy jet ‐ costs
Passengers - 73 137 826
Load factor - 91,6%
Total revenue of £4,669 million
Revenue per seat of £58.46
12. Innovations
as an Advantage
Market conditions
the absence of
product analogue
potential or hidden
demand for product
readiness of large-
scale enterprises or
science-technical
leaders to make a
support (venture
funds, business-
angels)
13. Innovations
as an Advantage
Silicon Valley
conditions
A special innovation culture
that promotes creative
environment
Equality - a top manager is
always ready to listen to
subordinates, and responsible
for the project is distributed
among all employees of
startups
The average salary is the highest
in the IT sector (about $ 108
thousand per year)
17. Market Position
Market leader – has a crucial influence on
work and others’ behaviour
Market challenger - Strong market
position, has a wide range of strategies,
almost independent from competitors
Market follower – can achieve high profits
because did not bear of innovation expense
Market nicher (guerrilla), has a particular
competitive advantage in the niche
Outsider - Weak market position
with insufficient productivity
20. Constant advancement
- Entry with new products
- Improving the quality
nescafe strategies
Defense and reinforcement
- To close free niches
- To preserve reasonable
prices and attractiveness of
goods
- To raise the competitive
barrier increasing costs on
advertising
Toward the market followers
- Effective benchmarking
- Wide-scope campaigns of
product promotion
28. The strategies of
weak business
‘Harvesting’ on a particular market
Leaving a particular market for another one
Working with the cheap produce or using new methods of
differentiation
Preservation and retention of sales volumes, market
share, efficiency and competitive market position on
current levels
Minimal reinvestment