CHAPTER 5 – BUSINESS LEVEL STRATEGY

Business level strategy – an action plan the firm develops to describe how it will compete in its chosen industy or market segment – how it will compete on a day to day basis – purpose is to create value for target customers in an area more than anyone else, most effective when everyone understands it (clear, specific statement of value) and it is implemented with zeal and efficiency. It is a function of the basic of competitive advantage (in cost or performance characteristics/uniqueness) and competitive scope (breadth of target market it wishes to serve) Types: 1. Cost leadership – broad, large share of market segment – action plan to produce goods/services at the lowest cost, standardized products appeal to the “average” consumer – must keep primary and support activities such as production, distribution, service costs low a. usually firms have well established economies of scale – continuously improving efficiencies in operations etc. to drive costs lower and lower – difficult for potential entrants b. Also usually have strong engineering skills, efficient manufacturing processes, access to cheap RMs, and performance evaluation systems that reward employees based on quantity of output c. Outperforming in the value-chain d. Low profit margins – often difficult to compete on the basis of price e. Careful of the bargaining power of buyers (buy a large amount of output) and suppliers (supply a large quantity of input – savvy about forming long term contracts to keep costs low) f. Risks – competitor innovations, changing customer needs that standardized products don’t satisfy, suppliers becoming competitors 2. Differentiation – broad strategy to develop goods/services that customers perceieve as being unique – physical or psychological ex. Product durability, courtesy of