ProductDifferentiation. Since it has been clear that it is hard for it to make attainable competitive advantage with cost leadership strategy, if Kmart is to survive in the discount retail market, it must differentiate itself and leverage its strengths. I propose that for Kmart to achieve this, first, they need to simplify and narrow its basics. K-Mart needs not only to shut down its most unprof
1. Dess, Davis, Hambrick and Porter
Porter’s conceptualisation implies that cost leadership and differentiation are viewed as opposite ends of a single continuum.
Two strategies are incompatible
There are only pure strategies.
2. Hall. Kim Linsu & Kim yooncheol, Reddy
Two strategies can be compatible
- Differentiation → high market share → lower production cost
월마트
ProductDifferentiation, Positioning)
똑같은 제품, 똑같은 품질, 똑같은 성능을 가지고 경쟁사와 판매경쟁을 한다면 그 제품의 판매는 쉽지 않을 것이다. 그러나 자사 제품이 경쟁사 제품보다 우수하거나 다른 용도가 있다면 (제품의 차별화 : Differentiation) 판매가 용이하게 될 것이다.
[사례] 제품의 차별화
Amazon.com의 대체 제품을 제공하는 곳이 될 수 있다. 하지만, 이렇게 Amazon.com의 대체제로 제공되는 곳들이 많음에도 불구하고, 아마존만이 가지고 있는 고객 서비스의 질이나, 편리성에 있어서는 그 차이가 있다고 볼 수 있다.
2. How does Amazon differentiate its product in the marketplace? Which of these features
Product strategy: Adopting differentiated pricing strategy and providing advanced services
Providing products and services which are not accessible through Chinese companies.
High pricing policy and securing luxurious store
Selecting mass media carefully when driving promotion and advertising strategy.
Constructing A/S network in order to back up the hi