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Lecture Contemporary strategy analysis: Concepts, techniques, applications (5th edition): Chapter 9 - Robert M. Grant

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BROAD SCOPE DIFFERENTIATION: Appealing to what is in common between different customers (McDonalds, Honda, Gillette) FOCUSED DIFFERENTIATION: Appealing to what distinguishes. different[r]

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Differentiation Advantage

Differentiation Advantage

The nature of differentiation

Differentiation and segmentation

Analyzing differentiation: the demand side

Analyzing differentiation: the supply side

Bringing it all together: value chain analysis

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The Nature of Differentiation The Nature of Differentiation

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

complementary services

DEFINITION: Providing something unique that is valuable to the

buyer beyond simply offering a low price (M Porter)

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Differentiation and Segmentation Differentiation and Segmentation

DOES DIFFERENTIATION IMPLY SEGMENTATION?

Not necessarily, depends upon the differentiation strategy:

BROAD SCOPE DIFFERENTIATION: Appealing to what is in common between different customers (McDonalds, Honda, Gillette) FOCUSED DIFFERENTIATION: Appealing to what distinguishes

different customer groups (MTV Harley-Davidson, Ralph Lauren)

DIFFERENTIATION: is concerned with how a firm distinguishes its offerings from those of its competitors (i.e How the firm competes)

SEGMENTATION: is concerned with which customers, needs,

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Differentiation vs Cost Leadership as a Basis for Competitive Advantage

Basis for Competitive Advantage

Highest return on equity among top 200 US companies, 2002

(%) (%)

Colgate Palmolive 367.8 Gillette 53.8 Caremark Rx 303.2 H.J Heinz 48.5 American Standard 161.4 Pfizer 45.7 Yum Brands 98.1 Dell Computer 43.0

Kellogg 80.5 TJX 41.3

Anheuser-Busch 63.4 Oracle 36.4

Nextel Communications 58.3 PepsiCo 35.6

Sara Lee 58.0 3M 32.9

Altria Group 57.0 Eli Lilly 32.7

Wyeth 54.5 Sysco 31.9

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Differentiation and the Product Life Cycle Differentiation and the Product Life Cycle

New packages of hardware and software introduced

SYSTEM Augmentation:

repackaging of hardware and

software

PRODUCTS & SERVICES

Decommoditization

COMMODITY

PRODUCTS & SERVICES

Commoditization Desystematization

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Analyzing the Demand Side Analyzing the Demand Side

Techniques for analyzing product attributes and positioning:

Multidimensional Scaling

Conjoint Analysis

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Differentiation in Pain Relievers:

Multidimensional Scaling of Competing Products in the U.S.

Differentiation in Pain Relievers:

Multidimensional Scaling of Competing Products in the U.S.

High

Low

Low High

EFFECTIVENESS

GENTLENESS Tylenol

Bufferin

Excedrin Bayer

Anacin Private

Ngày đăng: 01/04/2021, 18:20