Block 4 Flashcards
What does a firm’s competitive strategy deal with?
A firm’s competitive strategy deals exclusively with the specifics of management’s game plan for competing successfully - its efforts to position itself in the market-place, please customers, ward off competitive threats, and achieve a particular kind of competitive advantage.
Key factors that
distinguish one strategy
from another
- Whether a company’s market target is broad or narrow?
- Whether the company is pursuing a competetive advantage linked to lower costs or differentiation?
What are and explain THE FIVE GENERIC COMPETITIVE STRATEGIES
1 Low-cost provider
Striving to achieve lower overall costs than rivals on
products that attract a broad spectrum of buyers
2 Broad differentiation
Differentiating the firm’s product offering from rivals’ with
attributes that appeal to a broad spectrum of buyers
3 Focused low cost
Concentrating on a narrow price-sensitive buyer segment
and on costs to offer a lower-priced product
4 Focused differentiation
Concentrating on a narrow buyer segment by meeting
specific tastes and requirements of niche members
5 Best-cost provider
Giving customers more value for the money by offering
upscale product attributes at a lower cost than rivals
What should we do to make low-cost approaches effective ? (2)
1 Pursue cost savings that are difficult to imitate
2 Avoid reducing product quality to unacceptable levels
Name 2 Competitive advantages and 2 risks of low-cost strategy
Competitive advantages:
- Greater total profits and increased market share
gained from underpricing competitors - Larger profit margins when selling products at prices
comparable to and competitive with rivals
Risks:
- Low pricing does not attract enough new buyers
- Rival’s retaliatory price-cutting sets off a price war
What are Successful low-cost leaders good at ?
Successful low-cost leaders, who have the lowest industry costs, are exceptionally good at finding ways to drive costs out of their businesses and still provide a product or service that buyers find acceptable.
What is a low cost advantage?
Cumulative costs across the overall value chain must be lower than competitors’ cumulative costs.
How to gain a low-cost advantage ?
- Perform value-chain activities more cost-effectively than rivals
- Revamp the firm’s overall value chain to eliminate or bypass cost-producing activities
What is a cost driver ?
A cost driver is a factor that has a strong influence on a company’s costs.
It can be asset-based or activity-based.
5 ways to secure a cost advantage are?
- Use lower-cost inputs and hold minimal assets
- Offer only “essential” product features or services
- Offer only limited product lines
- Use low-cost distribution channels
- Use the most economical delivery methods
What are the 10 cost drivers/cost cutting methods?
- Capturing all available economies of scale
- Taking full advantage of experience and learning-curve effects
- Operating facilities at full or near-full capacity
- Improving supply chain efficiency
- Substituting lower-cost inputs wherever there is little or no sacrifice in product quality or performance
- Using the firm’s bargaining power vis-à-vis suppliers or others in the value chain system to gain concessions
- Using online systems and sophisticated software to achieve operating efficiencies
- Improving process design and employing advanced production technology
- Being alert to the cost advantages of outsourcing or vertical integration
- Motivating employees through incentives and company culture
What are the 3 ways to revamping the value chain system to lower costs?
- Selling direct to consumers and bypassing the activities and costs of distributors and dealers by using a direct sales force and a company website
- Streamlining operations to eliminate low value added or unnecessary work steps and activities
- Reduce materials handling and shipping costs by having suppliers locate their plants or warehouses close to the firm’s own facilities
What is the basis and the 3 keys to achieving a low-cost edge over rivals?
Success in achieving a low-cost edge over rivals
comes from out-managing rivals in finding ways to
perform value chain activities faster, more
accurately, and more cost-effectively by:
- Spending aggressively on resources and capabilities that promise to drive costs out of the business
- Carefully estimating the cost savings of new technologies before investing in them
- Constantly reviewing cost-saving resources to ensure they remain competitively superior
When does a low cost provider strategy work best? (5)
- Price competition among rival sellers is vigorous.
- Identical products are available from many sellers.
- There are few ways to differentiate industry products.
- Most buyers use the product in the same ways.
- Buyers incur low costs in switching among sellers.
Pitfalls with a low cost provider strategy (4)
- Engaging in overly aggressive price cutting that does not result in unit sales gains large enough to recoup forgone profits
- Relying on a cost advantage that is not sustainable
because rival firms can easily copy or overcome it - Becoming too fixated on cost reduction such that the firm’s offering is too features-poor to gain the interest of buyers
- Having a rival discover a new lower-cost value chain approach or develop a cost-saving technological breakthrough