如何制定可持续竞争优势
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• Why sustainable competitive advantage is important
• How competitive advantage is achieved in the first place and
• How competitive advantage is sustained in the long term
Hooley et al (2012)
Pre-emptive strike
Hooley et al (2012)
Mobile defence
Hooley et al (2012)
Contraction (focus) defence
Hooley et al (2012)
5 basic competitive strategies
• Degree of integration – forward/backward?
Sustainable Competitive Advantage
So there are a number of ways to create competitive advantage – but what about sustaining it? •Central to offering unique & valued products & services is the identification of the key differentiating variables – those with the greatest potential leverage •Role of innovation? •Importance of STP •Management of company reputation
Hooley et al (2012)
Cost drivers continued………..
• Policy choices – focus on differentiation or cost? How do you decide?
• Location & institutional factors – geography? Tax? Labour?
MKTM028
Strategic Marketing
Sustainable Competitive Advantage
Week 8
Dr Stephen Castle
Learning Objectives:
By the end of this session students will understand and appreciate:
Advantage-creating resources
Hooley et al (2012)
Resource imitability ladder
Adapted from Collis and Montgomery (1997).
Hooley et al (2012)
Generic routes to competitive advantage
• How competitive advantage is achieved in the first place and
• How competitive advantage is sustained in the long term
百度文库
Hooley et al (2012)
Harvesting strategies
Hooley et al (2012)
Divestment strategies
Hooley et al (2012)
Positioning ATTACKING
Product Price Place Promotion
Bypass strategy
Hooley et al (2012)
Guerrilla tactics
Hooley et al (2012)
Defensive strategies
Hooley et al (2012)
Position defence
Hooley et al (2012)
Flanking defence
• Build/growth strategies • Hold/maintenance strategies • Niche/focus strategies • Harvest/reaping strategies • Deletion/divestment strategies
Niche strategies
People Physical Evidence Process
4Ps
7Ps
The Marketing Mix
Learning Objectives:
By the end of this session students will understand and appreciate:
• Why sustainable competitive advantage is important
Market challenger strategies
Hooley et al (2012)
Frontal attack
Hooley et al (2012)
Flanking attack
Hooley et al (2012)
Encirclement attack
Hooley et al (2012)
• Price differentiation – low or premium? • Promotional differentiation – iconic or creative
communications • Brand differentiation – from USP to UEP
Levels of product/service offering
Alternative emphases for differentiation
Hooley et al (2012)
Dynamic marketplace strategies
• Successful competitive strategy amounts to combining attacking & defensive moves to build a stronger position in the chosen marketplace
Creating Sustainable Competitive Advantage
What contributes to creating customer value? • Hooley at al (2012) Does this resource
contribute to creating value for customers that can be leveraged to create value for the organisation?
value? • Timing – “strategic windows”
Generic routes to competitive advantage creation Hooley et al (2012)
Uniqueness drivers
Hooley et al (2012)
Achieving differentiation
• Linked very closely to “policy choices”
• Product differentiation – generic, expected, augmented & “potential”
• Distribution differentiation – new/multiple routes to market
Porter’s cost drivers………..
• Economies of scale – bigger always best? • The experience curve – sounds good? • Capacity utilisation – why is it good? • Linkages – examples • Interrelationships – how do they add
Porter (1980) cost leadership & differentiation
How do you actually achieve cost leadership? Porter (1985) talked of “cost drivers”
Is cost leadership a “production orientation?”
• How competitive advantage is achieved in the first place and
• How competitive advantage is sustained in the long term
Hooley et al (2012)
Pre-emptive strike
Hooley et al (2012)
Mobile defence
Hooley et al (2012)
Contraction (focus) defence
Hooley et al (2012)
5 basic competitive strategies
• Degree of integration – forward/backward?
Sustainable Competitive Advantage
So there are a number of ways to create competitive advantage – but what about sustaining it? •Central to offering unique & valued products & services is the identification of the key differentiating variables – those with the greatest potential leverage •Role of innovation? •Importance of STP •Management of company reputation
Hooley et al (2012)
Cost drivers continued………..
• Policy choices – focus on differentiation or cost? How do you decide?
• Location & institutional factors – geography? Tax? Labour?
MKTM028
Strategic Marketing
Sustainable Competitive Advantage
Week 8
Dr Stephen Castle
Learning Objectives:
By the end of this session students will understand and appreciate:
Advantage-creating resources
Hooley et al (2012)
Resource imitability ladder
Adapted from Collis and Montgomery (1997).
Hooley et al (2012)
Generic routes to competitive advantage
• How competitive advantage is achieved in the first place and
• How competitive advantage is sustained in the long term
百度文库
Hooley et al (2012)
Harvesting strategies
Hooley et al (2012)
Divestment strategies
Hooley et al (2012)
Positioning ATTACKING
Product Price Place Promotion
Bypass strategy
Hooley et al (2012)
Guerrilla tactics
Hooley et al (2012)
Defensive strategies
Hooley et al (2012)
Position defence
Hooley et al (2012)
Flanking defence
• Build/growth strategies • Hold/maintenance strategies • Niche/focus strategies • Harvest/reaping strategies • Deletion/divestment strategies
Niche strategies
People Physical Evidence Process
4Ps
7Ps
The Marketing Mix
Learning Objectives:
By the end of this session students will understand and appreciate:
• Why sustainable competitive advantage is important
Market challenger strategies
Hooley et al (2012)
Frontal attack
Hooley et al (2012)
Flanking attack
Hooley et al (2012)
Encirclement attack
Hooley et al (2012)
• Price differentiation – low or premium? • Promotional differentiation – iconic or creative
communications • Brand differentiation – from USP to UEP
Levels of product/service offering
Alternative emphases for differentiation
Hooley et al (2012)
Dynamic marketplace strategies
• Successful competitive strategy amounts to combining attacking & defensive moves to build a stronger position in the chosen marketplace
Creating Sustainable Competitive Advantage
What contributes to creating customer value? • Hooley at al (2012) Does this resource
contribute to creating value for customers that can be leveraged to create value for the organisation?
value? • Timing – “strategic windows”
Generic routes to competitive advantage creation Hooley et al (2012)
Uniqueness drivers
Hooley et al (2012)
Achieving differentiation
• Linked very closely to “policy choices”
• Product differentiation – generic, expected, augmented & “potential”
• Distribution differentiation – new/multiple routes to market
Porter’s cost drivers………..
• Economies of scale – bigger always best? • The experience curve – sounds good? • Capacity utilisation – why is it good? • Linkages – examples • Interrelationships – how do they add
Porter (1980) cost leadership & differentiation
How do you actually achieve cost leadership? Porter (1985) talked of “cost drivers”
Is cost leadership a “production orientation?”