[管理学]战略管理05-事业层级战略成本与差异化.ppt

Chapter Five Building Competitive Advantage Through Business-Level Strategy “I skate to where the puck is going to be . . . not to where it has been.” Business-Level Strategy They must decide on: Customer needs – WHAT is to be satisfied Customer groups – WHO is to be satisfied Distinctive competencies – HOW customers are to be satisfied Customer Needs: Product Differentiation Customer needs The desires, wants, or cravings that can be satisfied through product attributes ? Customers choose a product based on: The way the product is differentiated from other products of its type The price of the product Product differentiation Designing products to satisfy customers’ needs in ways that competing products cannot: Different ways to achieve distinctiveness Balancing differentiation with costs Ability to charge a higher or premium price Customer Needs:Market Segmentation Market Segmentation The way customers can be grouped based on important differences in their needs or preferences In order to gain a competitive advantage Main Approaches to Segmenting Markets Ignore differences in customer segments – Make a product for the typical or average customer Recognize differences between customer groups – Make products that meet the needs of all or most customer groups Target specific segments – Choose to focus on and serve just one or two selected segment Identifying Customer Groups and Market Segments Three Approaches to Market Segmentation Implementing the Business Model To develop a successful business model, strategic managers must devise a set of strategies that determine: How to DIFFERENTIATE their product How to PRICE their product How to SEGMENT their markets How WIDE A RANGE of products to develop Wal-Mart’s Bus