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Generic Strategies
Objectives
A Competitor’s Expansion Plans
Analyzing Competitors
Strengths and Weaknesses
– Dominant
– Strong
– Favorable
– Tenable
– Weak
– Nonviable
Customer’s Ratings of Competitors on Key Success Factors
Customer Product Product Technical Selling
Awareness Quality Availability Assistance Staff
Competitor A E E P P G
Competitor B G G E G E
Competitor C F P G F F
Selecting Competitors
– Customer Value Analysis (CVA)
Customer Value = Customer Benefits – Customer
Costs
Customer Benefits = product benefits, service
benefits, personnel benefits, image benefits
Customer Costs = purchase price, acquisition
costs, usage costs, maintenance costs, ownership
costs, disposal costs
Designing Competitive Strategies
Market Structure
Market-Challenger Strategies
– Defining the Strategic Objective and
Opponent(s)
It can attack the market leader
It can attack firms of its own size that are
not doing the job and are underfinanced
It can attack small local and regional firms
Choosing a General Attack Strategy
Generic Strategies
Types of competition:
Overall cost leadership (Low cost, broad cost, overall cost
leadership)-lower than average cost, but commanding about average
prices, will earn above average profits (must not be a low cost
producers, but the lowest cost producer in the industry)
Average Price
Average Cost
Broad
Low-Cost Leadership Differentiation
Competitive Advantages
Generic Strategies
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