Strategies For Achieving Advantage

Dr. Panos M.Pavlidis Strategies for Achieving Advantage POSITIONS SOURCES PERFORMANCE

Strategic Choices How can we gain new advantages? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],STRATEGY = Integrated actions designed to achieve superior delivery of customer value

Achieving Superior Performance Positions of Advantage ,[object Object],[object Object],[object Object],Sources of Advantage ,[object Object],[object Object],[object Object],Performance Outcomes ,[object Object],[object Object],[object Object],[object Object],Key Success Factors Objectives for Growth and Profit Investing to Sustain Advantages

How Vanguard Gains a Competitive Advantage Positional Advantages Tight Cost Control Efficient Investment Approach Broad Array of Funds Direct Distribution Consistent Communi- cation Low rate of trading Bonuses tied to cost saving Frugal policies Index funds Discourage trading Wary of risky categories Education about risk Rely on word-of-mouth Clear buy-and-hold policy No retail outlets On-line access Negligible advertising No commissions to brokers Sources ,[object Object],[object Object],[object Object],[object Object],[object Object]

Customer's Views of Value Leaders Operational Excellence Performance Leadership Customer Responsiveness "A great deal" "Best price" "Trouble free basic service" "Always at cutting edge" "High price but worth it" "Constantly renewing and creative" "Really understand my business" "Exactly what I need" “ Close business partner"

Comparing Value Strategies Thrust of strategy Organization Core processes Economic driver ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Assessing Advantage: What does our target market want? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Assessing Advantage: What is our current position? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Value Mapping for Copiers Total Costs ,[object Object],[object Object],[object Object],[object Object],[object Object],Total Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Worse Value Superior Value Parity Fair-value line Parity

Value Mapping - Kodak Copiers Target Segment: Desk Top Publishers Target Competitor: Xerox Competitive Position Net Position Benefits Relative Importance Behind Equal Ahead 1. Product Customization .18 .18 +.18 2. Time in Production .18 .06 .12 -.06 3. Finished Quality .12 .12 0 4. Reliability .12 .02 .08 .02 0 5. Technical Support .15 .10 .05 +.05 6. Responsiveness to Problems .15 .03 .10 .02 -.01 7. Reputation (brand equity) .10 .08 .02 +.02 Net position +.18

Making Strategic Choices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Evolving Strategic Choices Introduction Growth Maturity Segment C Segment B Segment A ,[object Object],t 1 t 2 t 1 t 2 t 1 t 2

How First Direct Gained Advantage over High Street Banks Ability to retain and attract best people Business model Low employee turnover + Positive attitude High productivity Culture Service delivery capability Customer relating capability Location Selection Training Grouping Flexible hours Lower operating costs CRM systems Data- bases Customer understanding and selection Superior profitability Lower marketing costs High customer satisfaction and retention No branches 24 x 7 ,[object Object],[object Object],[object Object],[object Object],[object Object]

Strategies For Achieving Advantage

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