【文章內(nèi)容簡介】 stablished or new, and less vulnerable to erosion from the direction of buyer, suppliers, and substitutes. Brendan Boyle 2023 Three Generic Strategies Brendan Boyle 2023 Three Generic Strategies ? Cost leadership: centers on low costs and prices. 187。 A highvolume, low margin approach. ? Differentiation: Strategically focusing on how to deliver products that perceive to be valuable and different. ? A lowvolume, highmargin approach ? Research/development and marketing/sales are important functional areas. ? Focus strategy: Serving the needs of a particular niche of an industry such as a geographical market, or product line. ? A specialized differentiator has a smaller, narrower, and sharper focus than a large differentiator. ? A specialized cost leader deals with a narrower segment pared with the traditional cost leader. ? Focusing may be successful when a firm possesses intimate knowledge about a particular segment. Brendan Boyle 2023 PRODUCTION TECHNIQUES PRODUCT DESIGN INPUT COSTS CAPACITY UTILIZATION RESIDUAL EFFICIENCY ECONOMIES OF LEARNING ECONOMIES OF SCALE ? Culture。 Managerial efficiency Speed of capacity adjustment ? Location advantages ? Ownership of lowcost inputs ?Bargaining power ? Standardizing designs ponents ? Design for manufacture ? Process innovation ? Reengineering business processes ? Increased dexterity ? Improved anizational routines ? Indivisibli\ties Specialization Drivers of Cost Advantages Brendan Boyle 2023 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 ? plementary 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 The Nature of Differentiation Brendan Boyle 2023 Industrybased View: Implications for Strategy ?For strategic practice, the industry petitionbased view provides: –A systematic foundation for industry analysis and petitor analysis –A set of answers to the four fundamental questions in strategy –Evidence that industryspecific conditions play an important role in determining firm performance Brendan Boyle 2023 Competing on Resource/Capabilities/Competence ? A firm consists of a bundle of productive resources and capabilities. Resources The tangible and intangible assets a firm uses to choose and implement its strategies. Capabilities The skills a firm can use to bring its resources to bear. Brendan Boyle 2023 Resources and Capabilities Brendan Boyle 2023 FUNCTION CAPABILITY EXEMPLARS Corporate Financial management GE Management Strategic control IBM, Samsung Coordinating business units BP, PG Managing acquisitions Citigroup, Cisco MIS Speed and responsiveness through WalMart, Dell rapid information transfer RD Research capability Merck, IBM Development of innovative new products Sony, 3M Manufacturing Efficient volume manufacturing Continuous Improvement HarleyD Flexibility Zara, Southwest Air Design Design Capability Apple, Nokia Marketing Brand Management PG, PepsiCo Quality reputation Johnson Johns