How to beat the competition with smart market positioning
What is a competitive advantage? What is positioning? Cost leadership/ differentiation. How can you assess the competition?
Cost leadership - strategic management - Manu Melwin Joymanumelwin
Perhaps the most famous cost leader is Walmart, which has used a cost leadership strategy to become the largest company in the world.
The firm’s advertising slogans such as “Always Low Prices” and “Save Money. Live Better” communicate Walmart’s emphasis on price slashing to potential customers.
Business level strategies - strategic management - Manu Melwin Joymanumelwin
Business-level strategy addresses the question of how a firm will compete in a particular industry.
It is a general way of positioning a firm within an industry.
Courses of action adopted by an organization for each of its businesses separately to serve identified CG and provide value to customers by satisfaction of their needs
“Porter’s five forces model is an analysis tool that uses five forces to determine the profitability of an industry and shape a firm’s competitive strategy”[1]
“It is a framework that classifies and analyzes the most important forces affecting the intensity of competition in an industry and its profitability level.”
A firm pursuing a cost-leadership strategy attempts to gain a competitive advantage primarily by reducing its economic costs below its competitors.
If cost-leadership strategies can be implemented by numerous firms in an industry, or if no firms face a cost disadvantage in imitating a cost-leadership strategy, then being a cost leader does not generate a sustained competitive advantage for a firm. The ability of a valuable cost-leadership competitive strategy to generate a sustained competitive advantage depends on that strategy being rare and costly to imitate.
Cost leadership - strategic management - Manu Melwin Joymanumelwin
Perhaps the most famous cost leader is Walmart, which has used a cost leadership strategy to become the largest company in the world.
The firm’s advertising slogans such as “Always Low Prices” and “Save Money. Live Better” communicate Walmart’s emphasis on price slashing to potential customers.
Business level strategies - strategic management - Manu Melwin Joymanumelwin
Business-level strategy addresses the question of how a firm will compete in a particular industry.
It is a general way of positioning a firm within an industry.
Courses of action adopted by an organization for each of its businesses separately to serve identified CG and provide value to customers by satisfaction of their needs
“Porter’s five forces model is an analysis tool that uses five forces to determine the profitability of an industry and shape a firm’s competitive strategy”[1]
“It is a framework that classifies and analyzes the most important forces affecting the intensity of competition in an industry and its profitability level.”
A firm pursuing a cost-leadership strategy attempts to gain a competitive advantage primarily by reducing its economic costs below its competitors.
If cost-leadership strategies can be implemented by numerous firms in an industry, or if no firms face a cost disadvantage in imitating a cost-leadership strategy, then being a cost leader does not generate a sustained competitive advantage for a firm. The ability of a valuable cost-leadership competitive strategy to generate a sustained competitive advantage depends on that strategy being rare and costly to imitate.
The Five Generic Competitive Strategies : Which One to Employ?Ami Sampath
A summary presentation of Chapter 5 of the book "Crafting and Executing Strategy, (SIE): The Quest for Competitive Advantage: Concepts and Cases, 14/e"
http://highered.mcgraw-hill.com/sites/0070600899/information_center_view0/
Focused differentiation strategy - strategic management - Manu Melwin Joymanumelwin
A focused differentiation strategy requires offering unique features that fulfill the demands of a narrow market.
Some firms using a focused differentiation strategy concentrate their efforts on a particular sales channel, such as selling over the Internet only.
Professor Michael Porter suggested three general positioning strategies to achieve competitive advantage :
Low Cost Leadership Strategy
Differentiation Strategy
Focus Strategy
The Generic Competitive Strategy (GCS) is a methodology designed to provide companies with a strategic plan to compete .The GCS is useful when a company is looking to gain an advantage over a competitor
The Five Generic Competitive Strategies : Which One to Employ?Ami Sampath
A summary presentation of Chapter 5 of the book "Crafting and Executing Strategy, (SIE): The Quest for Competitive Advantage: Concepts and Cases, 14/e"
http://highered.mcgraw-hill.com/sites/0070600899/information_center_view0/
Focused differentiation strategy - strategic management - Manu Melwin Joymanumelwin
A focused differentiation strategy requires offering unique features that fulfill the demands of a narrow market.
Some firms using a focused differentiation strategy concentrate their efforts on a particular sales channel, such as selling over the Internet only.
Professor Michael Porter suggested three general positioning strategies to achieve competitive advantage :
Low Cost Leadership Strategy
Differentiation Strategy
Focus Strategy
The Generic Competitive Strategy (GCS) is a methodology designed to provide companies with a strategic plan to compete .The GCS is useful when a company is looking to gain an advantage over a competitor
NERI Seminar Dublin: How much would a Financial Transactions Tax raise?NevinInstitute
In 2011 the European Commission outlined proposals for a Europe wide financial transactions tax (FTT). Since then the proposal has been pursued by ten countries under ‘enhanced cooperation’ procedures with plans evolving to introduce the tax during 2016/2017. To date Ireland has not signed up to adopting a FTT.
This paper estimates the revenue that Ireland would collect from participating in the European FTT. Drawing on data from official sources, it first establishes the size of the FTT tax base for Ireland. Subsequently, the paper estimates a baseline tax revenue and considers the robustness of this estimate using a suite of sensitivity tests.
The paper finds that were Ireland to adopt a FTT, the net revenue yield would be between €320m and €360m per annum.
Strategy Development
Week 3
Objectives Week 3Develop strategic objectives.
Create organizational objectives and goals.
Articulate value proposition, key activities, resources, and channels to market.
Quote……
“Successful business strategy is about actively shaping the game you play, not just playing the game you find.”
Adam M. Brandenburger and Barry J. Nalebuff
Quote……
“The essence of strategy lies in creating tomorrow’s competitive advantage faster than competitors mimic the ones you posses today”
Gary Hamel and C.K. Prahalad
Quote……
“Competitive strategy is about being different. It means deliberately choosing to perform activities differently or to perform different activities than rivals to deliver a unique mix of value”.
—Michael E. Porter
Quote……
“Winners in business play rough and don’t apologize for it. The nicest part of playing hardball is watching your competitors squirm”
—George Stalk, Jr., and Rob Lachenauer”
Long-Term ObjectivesStrategic managers recognize that short-run profit maximization is rarely the best approach to achieving sustained corporate growth and profitability.Strategic decision makers confronts:
Should they eat the seeds to improve the near-term profit picture and make large dividend payments through cost-saving measures such as laying off workers during periods of slack demand, selling off inventories, or cutting back on research and development?
Or should they sow the seeds in the effort to reap long-term rewards by reinvesting profits in growth opportunities, committing resources to employee training, or increasing advertising expenditures?
Long-Term ObjectivesTo achieve long-term prosperity, strategic planners commonly establish long-term objectives in seven areas: Profitability Competitive PositionEmployee RelationsTechnological Leadership Productivity – In-OutEmployee DevelopmentPublic Responsibility
Qualities of Long-Term ObjectivesWhat distinguishes a good objective from a bad one? What qualities of an objective improve its chances of being attained?There are five criteria that should be used in preparing long-term objectives:
Flexible
Measurable
Motivating
Suitable
Understandable
The Balanced ScorecardThe balanced scorecard is a set of measures that are directly linked to the company’s strategy
Developed by Robert S. Kaplan and David P. Norton, it directs a company to link its own long-term strategy with tangible goals and actions.
The scorecard allows managers to evaluate the company from four perspectives:
financial performance
customer knowledge
internal business processes
learning and growth
The Balance Scorecard
The Balance Scorecard
The Balance ScorecardPerspectiveObjectiveKPIGoal for 2014FinanceBecome industry Cost Leader% Reduction in Cost per Unit20%Utilization of AssetsUtilization Rate7%Increase Market ShareMarket Share30%CustomerCustomer Retention% Retention 75%On Time Delivery% of On Time Delivery90%Zero Defects% of Good Quality.
Business level strategies—Porter’s framework of competitive strategies, Conditions, risks and benefits of Cost leadership, Differentiation and Focus strategies,
Strategic Analysis and choice—Corporate level analysis (BCG, GE Ninecell, Hofer’s product market evolution and Shell Directional policy Matrix)
Industry level analysis; Porter’s five forces model, Qualitative factors in strategic choice.
In this lesson you learned about the three generic strategies that every business employs. You learned that a low-cost strategy competes on price whilst a differentiation strategy competes on uniqueness and focus strategy aims at servicing a market niche.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
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2. Positioning
• A strategy in marketing
• What a business must do to promote it’s product to costumers.
• The brand or product must become unique in the mind of consumers
• Defines where your product stands compare to similar products.
• Positioning is all about giving an edge over competitors, to secure profits.
• In order to be effective it has to target all four areas:
1. Promotion
2. Price
3. Place
4. Product
3. Comparative Advantage – What is it?
Definition: The ability of an individual or group to carry out a particular economic activity more efficiently
than another activity.
Comparative advantage is a dynamic concept meaning that it changes over time.
A comparative advantage allows a company to sell both goods and services at a price lower than that of
its competitors.
Comparative advantage is usually a self-reinforcing process:
• A new comparative advantage in a product, is developed by entrepreneurs in a country because they
are able to find methods of producing the product more efficiently. This can also occur when
entrepreneurs create a genuinely new product that is increasingly demanded in both home and
international markets.
• The exploitation of economies of scale is encouraged by rising demand and output meaning that as
output increases, unit costs decrease. This can help to attract skilled labour into the industry.
• The expansion of an industry leads to benefits deriving from being able to take advantage of external
economies of scale.
Some economists however, regard comparative accounting as an unrealistic concept which may deprive
some nations of the opportunity to exploit it.
4. Cost leadership/ differentiation
Cost leadership describes a way to establish a competitive advantage. It means the lowest cost of operation in
the industry. The cost leadership is driven by company
• Efficiency: expenses / revenue
• Scale/Size: Economies of scale
• Scope: The way the firm examines/views the market
• Cumulative experience: Learning improves with experience
Advantages of cost leadership:
1. Business becomes more competitive which leads to a higher market share as sales increase.
2. Long-term profits as prices may rise in the future while the high market share is maintained.
Disadvantages of cost leadership:
1. Low costs usually indicate low quality products.
2. Cost leadership is not always good for profit.
3. Small firms do not have the ability to be cost leaders.
5. Differentiation is the process of distinguishing a product or service from others, to
make it more attractive to a particular target market.
• Advantages of differentiation:
1. Can lead to more sales and to a lot of profits.
2. It gives a fighting chance to the small firms which cannot lower their prices.
3. It creates brand loyalty.
• Disadvantages of differentiation:
1. Research and development is expensive.
2. Patents of established brands may act as a barrier of entry.
6. Multiple choice questions
What is positioning?
a)How well a company is known
b)A way to predict customer’s behavior
c) A concept in finance
d) A marketing concept
Which of the following is not a disadvantage of cost leadership?
a) Small businesses cannot lower their costs as much as big firms do.
b) It leads to less competition.
c) Research and development is expensive.
d) Quality of products falls as costs of production fall.
Comparative advantage is a dynamic concept. What does this mean?
a) It changes with price.
b) It changes over time.
c) It doesn't change at all.
d) It changes with unit costs.
7. Summary
In our presentation we talked about some strategies that can be used by any company
to increase revenue and have an edge over competitors.
Those strategies can be applied in SimVenture in the section of sales and marketing .
Achieving positioning, comparative advantage and the correct marketing strategy (eg.
cost leadership and differentiation) are, to some extent, the main objectives for any
business owner. He/she should take all those aspects into consideration if he/she
wants his/her business to take off.