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PowerPoint Presentation by Charlie Cook The University of West Alabama 2007 Thomson/South-Western. All rights reserved.
KNOWLEDGE OBJECTIVES Studying this chapter should provide you with the strategic management knowledge needed to:
1. Define business-level strategy. 2. Discuss the relationship between customers and business-level strategies in terms of who, what, and how. 3. Explain the differences among business-level strategies. 4. Use the five forces of competition model to explain how above-average returns can be earned through each business-level strategy. 5. Describe the risks of using each of the business-level strategies.
2007 Thomson/South-Western. All rights reserved. 42
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Strategy
An integrated and coordinated set of actions taken to exploit core competencies and gain competitive advantage
Business-level Strategy
Providing value to customers and gaining competitive advantage by exploiting core competencies in individual product markets
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All Customers
Consumer Markets Industrial Markets
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Market Segmentation
Consumer Markets
Demographic factors Socioeconomic factors Geographic factors
Industrial Markets
End-use segments Product segments Geographic segments
Psychological factors
Consumption patterns Perceptual factors
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TABLE
4.1
Consumer Markets Demographic factors (age, income, sex, etc.) Socioeconomic factors (social class, stage in the family life cycle) Geographic factors (cultural, regional, and national differences) Psychological factors (lifestyle, personality traits) Consumption patterns (heavy, moderate, and light users) Perceptual factors (benefit segmentation, perceptual mapping)
Industrial Markets
End-use segments (identified by SIC code) Product segments (based on technological differences or production economics) Geographic segments (defined by boundaries between countries or by regional differences within them) Common buying factor segments (cut across product market and geographic segments) Customer size segments
Source: Adapted from S. C. Jain, 2000, Marketing Planning and Strategy, Cincinnati: South-Western College Publishing, 120. 49
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Possessing the capability to differentiate the firms product or service and command a premium price
Performing different (more highly valued) activities.
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FIGURE
4.1
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Competitive Scope
Broad Scope
The firm competes in many customer segments.
Narrow Scope
The firm selects a segment or group of segments in the industry and tailors its strategy to serving them at the exclusion of others.
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Broad Target
Cost Leadership
Differentiation
Competitive Scope
Narrow Target
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FIGURE
4.2
Source: Adapted with the permission of The Free Press, an imprint of Simon & Schuster Adult Publishing Group, from Competitive Advantage: Creating and Sustaining Superior Performance, by Michael E. Porter, 12. Copyright 1985, 1998 by Michael E. Porter. 2007 Thomson/South-Western. All rights reserved. 417
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FIGURE
4.3
SOURCE: Adapted with the permission of The Free Press, an imprint of Simon & Schuster Adult Publishing Group, from Competitive Advantage: Creating and Sustaining Superior Performance, by Michael E. Porter, 47. Copyright 1985, 1998 by Michael E. Porter.
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Differentiation Strategy
An integrated set of actions taken to produce goods or services (at an acceptable cost) that customers perceive as being different in ways that are important to them.
Focus is on nonstandardized products
Appropriate when customers value differentiated features more than they value low cost.
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if needed
Lower buyers costs Raise performance of product or service Create sustainability through: Customer perceptions of uniqueness Customer reluctance to switch to nonunique product or service
2007 Thomson/South-Western. All rights reserved. 430
Figure 4.4
SOURCE: Adapted with the permission of The Free Press, an imprint of Simon & Schuster Adult Publishing Group, from Competitive Advantage: Creating and Sustaining Superior Performance, by Michael E. Porter, 47. Copyright 1985, 1998 by Michael E. Porter.
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Order-processing procedures
Customer credit Personal relationships
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Defends against competitors because brand loyalty to differentiated product offsets price competition.
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Can mitigate buyers power because well differentiated products reduce customer sensitivity to price increases.
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Differentiation ceases to provide value for which customers are willing to pay.
Experience narrows customers perceptions of the value of differentiated features. Counterfeit goods replicate differentiated features of the firms products.
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Focus Strategies
An integrated set of actions taken to produce goods or services that serve the needs of a particular competitive segment.
Particular buyer groupyouths or senior citizens Different segment of a product lineprofessional craftsmen versus do-it-yourselfers Different geographic marketsEast coast versus West coast
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Focusing allows the firm to direct its resources to certain value chain activities to build competitive advantage.
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Information Networks
Link companies electronically with their suppliers, distributors, and customers.
Facilitate efforts to satisfy customer expectations in terms of product quality and delivery speed.
Improve flow of work among employees in the firm and their counterparts at suppliers and distributors. Customer relationship management (CRM)
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Benefits
Increased customer satisfaction Lower costs Reduced time-to-market for innovative products
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