2. Competitive Strategy What is Strategy? Multi Functional activities that support corporate goals by delivering superior customer value What is Customer Value? Customer Value = Benefits - Costs
3. Competitive Strategy Approaches Deliberate Realized actions match intended course Emergent Strategy is identified from patterns or consistencies in past behavior Intended course may be changed
4.
5.
6.
7.
8.
9.
10.
11. Competitive Strategy MONITOR RESULTS Financial and market performance Performance is driven by the ability to fulfill customer needs and wants, relative to the competition
12. Competitive Strategy MONITOR RESULTS Try to learn consumer response Helps in determining resource allocation by measuring the outcome variables
13. Competitive Strategy MONITOR RESULTS The longer you go, the more you know Signal vs. noise Don’t “fight the last war” Things may change!
