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Source of sustainable competitive advantage.◦ Intellectual Property ( Patents, brands).
No competitors can access the same intellectual property
◦ Superior business processes. Profit margins good from low costs / superior quality /
customer relations leading to loyalty / etc
◦ Blue ocean strategy. Breaking out from competitors into ‘new’ markets.
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Micro-market analysis focuses on customer needs.
Favourable when there is;◦ Identifiable and unmet need/want.
( = opportunity)◦ No other product to meet that need.
(= no competition)◦ Likely growth of that segment and/or other opportunities.
(= strong future / return on investment)
(Porters generic strategies – focus within segment)
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