Marketing planning 4 Steps 2 - the core essence of the re.docVIP

 PAGE \* MERGEFORMAT 7 Marketing planning 4 Steps 2 - the core essence of the re In 1990, the United States well-known management scholars Prahalad and Hamel put forward the concept of core competencies, while the core has also been cited as the full name of the essence. In their view, as the world’s development and changes, increased competition, shorter product life cycles and global economic integration, strengthening of business success is no longer due to temporary or occasional flash of inspiration for product development or marketing strategy, but an enterprise the core competitiveness of the external appearance. According to their definition given in the core competitiveness is enable companies to offer customers a unique special interests, skills or technology. 1, the core essence of the interpretation of The core essence is also known as ‘core competencies’. First of all, it is a good way to achieve the value of value by customers, such as: can significantly reduce costs, improve product quality, improve efficiency, increase the effectiveness of the customer, giving enterprises a competitive advantage. Sony’s core competency is the ‘mini-oriented’, it gives the core interests of the customer is good to carry; Federal Express’s core competence is a high level of logistics management, it gives customers instant delivery of core interests. Second, the core competitiveness of enterprises must also be unique, and is hard for competitors to imitate, that it is not material, machinery and equipment, as can be purchased in the market, but difficult to transfer or copy. This is difficult for companies to imitate the ability to bring above-average level of profits. Finally, the core competitiveness also has extensibility, can be applied to many different tasks at the same time, so that enterprises can in a wide range to meet customer needs. Such as: Canon’s use of its optical lens imaging technology and micro-processing technology core competencies and suc