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Slide 1

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Strategies…read more

Slide 2

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The marketing strategy challenge
To find a way of achieving a
sustainable competitive
advantage over the other
competing products and
firms in a market…read more

Slide 3

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What is a competitive advantage?
An advantage over competitors
gained by offering consumers
greater value, either by means of
lower prices or by providing
greater benefits and service that
justifies higher prices…read more

Slide 4

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Porter's Generic Strategies…read more

Slide 5

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Introducing Porter's approach
· Porter suggested four "generic" business
strategies that could be followed in order
to gain competitive advantage
· The differentiation and cost leadership
strategies seek competitive advantage in a
broad range of market or industry
· By contrast, the differentiation focus and
cost focus strategies are best used in a
narrow market or industry…read more

Slide 6

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Cost leadership (1)
With this strategy, the objective is
to become the lowest-cost
producer in the industry. This
typically involves production on a
large scale which enables the
business to exploit economies of
scale.…read more

Slide 7

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Slide 8

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Slide 9

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Slide 10

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