Đang chuẩn bị liên kết để tải về tài liệu:
Lecture Contemporary strategy analysis: Concepts, techniques, applications (5th edition): Chapter 9 - Robert M. Grant

Không đóng trình duyệt đến khi xuất hiện nút TẢI XUỐNG Tải xuống

Chapter 9 - Differentiation advantage. This chapter presents the following content: The nature of differentiation, differentiation and segmentation, analyzing differentiation: the demand side, analyzing differentiation: the supply side, bringing it all together: value chain analysis. | Differentiation Advantage The nature of differentiation Differentiation and segmentation Analyzing differentiation: the demand side Analyzing differentiation: the supply side Bringing it all together: value chain analysis OUTLINE 23 The Nature of Differentiation TOTAL CUSTOMER RESPONSIVENESS Differentiation not just about the product, it embraces the whole relationship between the supplier and the customer. INTANGIBLE DIFFERENTATION Unobservable and subjective characteristics relating to image, status, exclusivity, identity TANGIBLE DIFFERENTATION Observable product characteristics: size, color, materials, etc. performance packaging complementary services DEFINITION: Providing something unique that is valuable to the buyer beyond simply offering a low price. (M. Porter) THE KEY IS CREATING VALUE FOR THE CUSTOMER 24 Differentiation and Segmentation DOES DIFFERENTIATION IMPLY SEGMENTATION? --Not necessarily, depends upon the differentiation strategy: BROAD SCOPE DIFFERENTIATION: Appealing to what is in common between different customers (McDonalds, Honda, Gillette) FOCUSED DIFFERENTIATION: Appealing to what distinguishes different customer groups (MTV Harley-Davidson, Ralph Lauren) DIFFERENTIATION: is concerned with how a firm distinguishes its offerings from those of its competitors (i.e. How the firm competes) SEGMENTATION: is concerned with which customers, needs, localities a firm targets (i.e. Where the firm competes) 25 Differentiation vs. Cost Leadership as a Basis for Competitive Advantage Highest return on equity among top 200 US companies, 2002 (%) (%) Colgate Palmolive 367.8 Gillette 53.8 Caremark Rx 303.2 H.J. Heinz 48.5 American Standard 161.4 Pfizer 45.7 Yum Brands 98.1 Dell Computer 43.0 Kellogg 80.5 TJX 41.3 Anheuser-Busch 63.4 Oracle 36.4 Nextel Communications 58.3 PepsiCo 35.6 Sara Lee 58.0 3M 32.9 Altria Group 57.0 Eli Lilly 32.7 Wyeth 54.5 Sysco 31.9 QUESTION: Which is the primary basis for competitive advantage in the above companies: cost or . | Differentiation Advantage The nature of differentiation Differentiation and segmentation Analyzing differentiation: the demand side Analyzing differentiation: the supply side Bringing it all together: value chain analysis OUTLINE 23 The Nature of Differentiation TOTAL CUSTOMER RESPONSIVENESS Differentiation not just about the product, it embraces the whole relationship between the supplier and the customer. INTANGIBLE DIFFERENTATION Unobservable and subjective characteristics relating to image, status, exclusivity, identity TANGIBLE DIFFERENTATION Observable product characteristics: size, color, materials, etc. performance packaging complementary services DEFINITION: Providing something unique that is valuable to the buyer beyond simply offering a low price. (M. Porter) THE KEY IS CREATING VALUE FOR THE CUSTOMER 24 Differentiation and Segmentation DOES DIFFERENTIATION IMPLY SEGMENTATION? --Not necessarily, depends upon the differentiation strategy: BROAD SCOPE DIFFERENTIATION: .