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CASE STUDY

Business Strategy for Competitive Advantage for UMUC – differentiation – on operational process

As a result of increased competition within the market, UMUC must develop competitive strategies that will ensure that it remains competitive within its market. UMUC can use any of the following porter’s generic strategies for competitive advantages of lower cost, differentiation or focus. These generic approaches are applicable to products or services in all industries and to different sizes of organizations. Porter’s generic strategies are methods of gaining competitive advantage or developing competitive edge that enables the company to increase sales (Ehmke, 2008). The Cost Leadership strategy will be applied if UMUC is able to increase profits by reducing costs while at the same time charge the industry average price. This will help increase the market share due to offering lower prices while at the same making reasonable profits. The use of focus strategy is where the company concentrates on a selected niche market. This is by understanding its dynamics and unique needs of the customers and developing products or services that exceeds expectations. This will create an aspect of customer loyalty and will lead to increased sales and profits. Differentiation strategy refers to the strategies manufacturers, retailers and service industries use to distinguish their products or services from competitors within the market. Product differentiation may enable small businesses to have a competitive advantage in a market, which has larger companies. This is because the small business will build a name on the attributes of its product or service, which will create customer loyalty thus create a trend of repetitive buying. For UMUC Haircuts, the recommendation would be to focus on the

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