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Презентация на тему HSJ Chapter 5. Business-Level Strategy

Содержание

2. BUSINESS-LEVEL STRATEGYOverall competitive theme of a business.Whom to serveNeeds and desires trying to satisfyHow to satisfy
3. THE TWO FUNDAMENTAL STRATEGIESLow CostDifferentiation
4. LOWERING COSTSEnables a company to:gain a competitive
5. DIFFERENTIATIONDistinguishing oneself from rivals by offering something
6. DIFFERENTIATIONAdvantagesAllows a company to charge a premium
9. THE DIFF./LOW-COST TRADEOFFEfficiency frontierShows all the positions
10. THE DIFF./LOW-COST TRADEOFFTo get to the efficiency
11. VALUE INNOVATION Occurs when innovations push out the
13. MARKET SEGMENTATIONDecision of a company to group
14. MARKET SEGMENTATIONStandardization strategy (no segmentation)Segmentation strategy -
15. COSTS AND CUSTOMIZATIONNormally customization > greater costsCosts
16. COST REDUCTION: TWO APPROACHESCostco: 4K SKUsWal-Mart: 142K SKUs
17. GENERIC BUSINESS-LEVEL STRATEGIES
18. GENERIC BUSINESS-LEVEL STRATEGIES
20. BLUE OCEAN STRATEGYValue Innovation: Creating a new
21. BLUE OCEAN STRATEGYRedefine product offeringManagers ask about factors:Eliminate?Reduce?Raise (about the standard)?Create?
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BUSINESS-LEVEL STRATEGYOverall competitive theme of a business.Whom to serveNeeds and desires trying to satisfyHow to satisfy

THE TWO FUNDAMENTAL STRATEGIESLow CostDifferentiation

LOWERING COSTSEnables a company to:gain a competitive advantage in commodity markets.undercut rivals

DIFFERENTIATIONDistinguishing oneself from rivals by offering something that they find hard to

DIFFERENTIATIONAdvantagesAllows a company to charge a premium price.Helps a company to grow

THE DIFF./LOW-COST TRADEOFFEfficiency frontierShows all the positions a company can adopt with

THE DIFF./LOW-COST TRADEOFFTo get to the efficiency frontier, a company must:pursue the

VALUE INNOVATION Occurs when innovations push out the efficiency frontier in an industry,

MARKET SEGMENTATIONDecision of a company to group customers based on important differences

MARKET SEGMENTATIONStandardization strategy (no segmentation)Segmentation strategy - Producing different offerings for different

COSTS AND CUSTOMIZATIONNormally customization > greater costsCosts reduced byMass customizationTextbook examples in

COST REDUCTION: TWO APPROACHESCostco: 4K SKUsWal-Mart: 142K SKUs

BLUE OCEAN STRATEGYValue Innovation: Creating a new market spaceSouthwest Airlines[From TIME article:]

BLUE OCEAN STRATEGYRedefine product offeringManagers ask about factors:Eliminate?Reduce?Raise (about the standard)?Create?

CasesVirgin AmericaIKEAMIcrosoft Office versus Google AppsNordstrom

Слайды презентации

Слайд 2 BUSINESS-LEVEL STRATEGY
Overall competitive theme of a business.
Whom to

serve
Needs and desires trying to satisfy
How to satisfy

Слайд 3 THE TWO FUNDAMENTAL STRATEGIES
Low Cost
Differentiation

Слайд 4 LOWERING COSTS
Enables a company to:
gain a competitive advantage

LOWERING COSTSEnables a company to:gain a competitive advantage in commodity markets.undercut

in commodity markets.
undercut rivals on price.
gain market share.
maintain or

increase profitability.

Слайд 5 DIFFERENTIATION
Distinguishing oneself from rivals by offering something that

DIFFERENTIATIONDistinguishing oneself from rivals by offering something that they find hard

they find hard to match .
Product differentiation is achieved

through:
superior reliability, functions, and features.
better design, branding, point-of-sale service, after sales service, and support.

Слайд 6 DIFFERENTIATION
Advantages
Allows a company to charge a premium price.
Helps

DIFFERENTIATIONAdvantagesAllows a company to charge a premium price.Helps a company to

a company to grow overall demand and capture market

share from its rivals.

Слайд 7

Слайд 8

Слайд 9 THE DIFF./LOW-COST TRADEOFF
Efficiency frontier
Shows all the positions a

THE DIFF./LOW-COST TRADEOFFEfficiency frontierShows all the positions a company can adopt

company can adopt with regard to differentiation and low

cost.
Has a convex shape because of diminishing returns.
Multiple positions on the differentiation-low cost continuum are viable.
Have enough demand to support an offering.

Слайд 10 THE DIFF./LOW-COST TRADEOFF
To get to the efficiency frontier,

THE DIFF./LOW-COST TRADEOFFTo get to the efficiency frontier, a company must:pursue

a company must:
pursue the right functional-level strategies.
be properly organized.
ensure

its business-level strategy, functional-level strategy, and organizational arrangement align with each other.

Слайд 11 VALUE INNOVATION
Occurs when innovations push out the efficiency

VALUE INNOVATION Occurs when innovations push out the efficiency frontier in an

frontier in an industry, enabling greater value to be

offered through superior differentiation.
At a lower cost than was thought possible.
Enable a company to outperform its rivals for a long period of time.