Toyota Competitive Strategies
Competitive Strategy
Asia-Pacific Marketing Federation
Certified Professional Marketer
Copyright
Marketing Institute of Singapore
Outline * Introduction * Sustainable competitive advantage (SCA) * Sources of SCA * Strategies for * Market Leaders * Challengers * Followers, and * Nichers
Introduction * Having a competitive advantage is necessary for a firm to compete in the market * But what is more important is whether the competitiveadvantage is sustainable * A firm must identify its position relative to the competition in the market * By knowing if it is a leader, challenger, follower or nicher, it can adopt appropriate strategies to compete
Sustainable Competitive Advantage * A good strategist seeks not only to “win the hill, but hold on to it.” Subash Jain * Sustaining competitive advantage requires erecting barriers against the competition * Aakers suggested looking at the following: * How you compete * Basis of competition * Where you compete * Whom you are competing against
Examples of SCA * For many years, Singapore Airlines were riding on its SCA of having the best in-flight service * As more airlines improved their service and narrowed the gap, SIA sought othercompetitive advantages among which are * The most modern fleet * Outstanding Service on the Ground * A super entertainment system in its cabins * Comfort in its First Class cabins at an unparallel level * Discuss whether the later initiatives had been sustainable
Sun Tze’s defensive strategy
“Do not assume the enemy will not come but be prepared for his coming… Do not presume he will not attack, but instead make your own position unassailable.”
Sun Tze’s Offensive Strategies * Overt-offensive strategy * To knock out a business rival so as to take
Asia-Pacific Marketing Federation
Certified Professional Marketer
Copyright
Marketing Institute of Singapore
Outline * Introduction * Sustainable competitive advantage (SCA) * Sources of SCA * Strategies for * Market Leaders * Challengers * Followers, and * Nichers
Introduction * Having a competitive advantage is necessary for a firm to compete in the market * But what is more important is whether the competitiveadvantage is sustainable * A firm must identify its position relative to the competition in the market * By knowing if it is a leader, challenger, follower or nicher, it can adopt appropriate strategies to compete
Sustainable Competitive Advantage * A good strategist seeks not only to “win the hill, but hold on to it.” Subash Jain * Sustaining competitive advantage requires erecting barriers against the competition * Aakers suggested looking at the following: * How you compete * Basis of competition * Where you compete * Whom you are competing against
Examples of SCA * For many years, Singapore Airlines were riding on its SCA of having the best in-flight service * As more airlines improved their service and narrowed the gap, SIA sought othercompetitive advantages among which are * The most modern fleet * Outstanding Service on the Ground * A super entertainment system in its cabins * Comfort in its First Class cabins at an unparallel level * Discuss whether the later initiatives had been sustainable
Sun Tze’s defensive strategy
“Do not assume the enemy will not come but be prepared for his coming… Do not presume he will not attack, but instead make your own position unassailable.”
Sun Tze’s Offensive Strategies * Overt-offensive strategy * To knock out a business rival so as to take