1. PORTERS GENERIC COMPETITIVE STRATEGIES

2. Introduction: The rationale behind studying competition
Today, companies face their toughest competition ever.
Companies use their understanding to design market offers to deliver more value than the offers of competitors seeking to win the same customers.
Companies must also understand their competitors, identify and analyze their strategies to position themselves in such a way as to gain the greatest possible competitive advantage against competitors in the marketplace.

3. Porters Generic Strategy Framework
Michael Porterhas suggested three general types of positioning strategiesto achievecompetitive advantage.
These three generic strategies are defined along two dimensions: strategic scope and strategic strength.

• Strategic scope looks at the size and composition of the market you intend totarget.
• 4. Strategic strengthis a supply-side dimension and looks at the strength orcore competencyof the firm.