家具行业4事业层策略.ppt

Business-Level Strategy Michael A. Hitt R. Duane Ireland Robert E. Hoskisson Business-Level Strategy Business-level strategy: an integrated and coordinated set of commitments and actions the firm uses to gain a competitive advantage by exploiting core competencies in specific product markets Core Competencies and Strategy Key Issues of Business-Level Strategy What good or service to offer customers How to manufacture or create the good or service How to distribute the good or service in the marketplace The Central Role of Customers In selecting a business-level strategy, the firm determines 1. who it will serve 2. what needs those target customers have that it will satisfy 3. how those needs will be satisfied Managing Relationships With Customers Customer relationships are strengthened by offering them superior value help customers to develop a new competitive advantage enhance the value of existing competitive advantages Managing Relationships With Customers Establish a competitive advantage along these dimensions: Reach the firm’s access and connection to customers Richness the depth and detail of the two-way flow of information between the firm and customers Affiliation facilitating useful interactions with customers Market Segmentation Market Segmentation: Consumer Markets Market Segmentation: Industrial Markets Types of Business-Level Strategies Business-level strategies are intended to create differences between the firm’s position relative to those of its rivals To position itself, the firm must decide whether it intends to perform activities differently or to perform different activities as compared to its rivals Five Generic Strategies Cost Leadership Strategy An integrated set of actions designed to produce or deliver goods or services at the lowest cost, relative to competitors with features that are acceptable to customers relatively standardized products features acceptable to many customers lowest competitive price Cost Leadership Strategy Cost savin