lãnh đạo, hoạt động xuất sắc, và khách hàng Một số khách hàng giá trị nhất của công ty cung cấp sản phẩm tốt nhất trong thể loại, giá trị các công ty hoạt động hiệu quả nhất, và vẫn còn những người khác giá trị công ty đáp ứng tốt nhất mong muốn của họ. | Positioning 137 leadership operational excellence and customer Some customers value most the firm that offers the best product in the category others value the firm that operates most efficiently and still others value the firm that responds best to their wishes. They advise a firm to become the acknowledged leader in one of these value disciplines and be at least adequate in the other two. It would be too difficult or expensive for a company to be best in all three value disciplines. Recently Fred Crawford and Ryan Mathews suggested five possible positionings product price ease of access value-added service and customer Based on their study of successful companies they concluded that a great company will dominate on one of these perform above the average differentiate on a second and be at industry par with respect to the remaining three. As an example Wal-Mart dominates on price differentiates on product given its huge variety and is average at ease of access value-added service and the customer experience. Crawford and Mathews hold that a company will suboptimize if it tries to be best in more than two ways. The most successful positioning occurs with companies that have figured out how to be unique and very difficult to imitate. No one has successfully copied IKEA Harley Davidson Southwest Airlines or Neutragena. These companies have developed hundreds of special processes for running their businesses. Their outer shells can be copied but not their inner workings. Companies that lack a unique positioning can sometimes make a mark by resorting to the number two strategy. Avis is remembered for its motto We re number two. We try harder. And 7-Up is remembered for its Uncola strategy. Alternatively a company can claim to belonging to the exclusive club of the top performers in its industry the Big Three auto firms the Big Five accounting firms. They exploit the aura of being in the leadership circle that offers higher-quality products and
