COMM 305 Study Guide - Positio, Neutrogena, State Implementation Plan
Document Summary
Porter claims: in order for companies to sustain advantage, they require operational effectiveness and strategy: operational effectiveness means performing similar activities better than rivals perform them, and achieve excellence in individual activities. Strategic positioning means performing different activities from rivals or performing similar activities in different ways. Strategic positions sources. (not mutually exclusive, could be overlap) 2- needs-based positioning distinctive products or services. special group of customers. : being unique by reaching your: must have trade-off by: strategic position is not sustainable unless there are trade-offs with other positions, avoiding inconsistent image/reputation competitive repositioning and straddling degrade the value of their activities, creating strategic fit: Why do companies change strategy: growth trap: desire to grow (southwest) (neutrogena) (gap) Face risks of failure: role of leader (manager"s job) They should be aware of the growth trap. They should have a trade off to sustain advantage. : in order for companies to enjoy enduring.
