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Learning Objectives

Learning Objectives. To understand competitive positioning To learn the various generic strategies that a firm might pursue. Competitive Positioning and the Business Model. Customer needs and product differentiation Customer groups and market segmentation

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Learning Objectives

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  1. Learning Objectives • To understand competitive positioning • To learn the various generic strategies that a firm might pursue

  2. Competitive Positioning and the Business Model • Customer needs and product differentiation • Customer groups and market segmentation • Three approaches to market segmentation- No market segmentation - High market segmentation - Focused market segmentation • Building distinctive competencies

  3. Choosing a Generic Business-Level Strategy • Cost leadership • Focused cost leadership • Differentiation • Focused differentiation

  4. The Dynamics of Competitive Positioning • Competitive positioning for superior performance • Failures in competitive positioning

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