Business Strategy Focuses On Improving The Competitive Position of A Company

 

Buskgcss strjtcey ahduscs hg kfprhvkge t`c dhfpcvc phskhg ha j dhfpjgy‛s hr buskgcss ugkt‛s prhnudts hr scrvkdcs wkt`kg t`c spcdkd kgnustry hr fjrmct scefcgt t`jt t`c dhfpjgy hr buskgcss ugkt scrvcs. Buskgcss strjtcey ks cxtrcfciy kfphrtjgt bcdjusc rcscjrd` s`hws t`jt buskgcss ugkt ccdts `jvc nhubic t`c kfpjdt hg hvcrjii dhfpjgy pcrahrfjgdc t`jg nh ckt`cr dhrphrjtc hr kgnustry ccdts. Buskgcss strjtcey djg bc dhfpcvc (bjikge jejkgst jii dhfpcthrs ahr jnvjgtjec) jgn/hr dhhpcrjvc (whrmkge wkt` hgc hr fhrc dhfpjgkcs th ejkg jnvjgtjec jejkgst ht`cr dhfpcthrs). Oust js dhrphrjtc strjtcey jsms w`jt kgnustry(kcs) t`c dhfpjgy s`huin bc kg, buskgcss strjtcey jsms `hw t`c dhfpjgy hr kts ugkts s`huin dhfpctc hr dhhpcrjtc kg cjd` kgnustry. \HR^CR‛T DHF\C^K^KQC T^RJ^CEKCT

Dhfpcvc strjtcey rjkscs t`c ahiihwkge qucshgs? 

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T`huin wc dhfpctc hg t`c bjsks ha ihwcr dhst (jgn t`us prkdc), hr s`huin wc nkcrcgjtc hur prhnudts hr scrvkdcs hg shfc bjsks ht`cr t`jg dhst, sud` js qujikty hr scrvkdc8 T`huin wc dhfpctc `cjn th `cjn wkt` hur fjohr dhfpcthrs ahr t`c bkeecst but fhst shue`t-jcr s`jrc ha t`c fjrmct, hr s`huin wc ahdus hg j gkd`c kg w`kd` wc djg sjsay j icss shue`t-jcr but jish prhtjbic scefcgt ha t`c fjrmct8

Fkd`jci \hrtcr prhphscs twh ’ecgcrkd‖ dhfpcvc strjtcekcs ahr hutpcrahrfkge ht`cr dhrphrjhgs kg j pjrduijr kgnustry? ihwcr dhst jgn nkcrcgjhg.:< ^`csc strjtcekcs jrc djiicn ecgcrkd bcdjusc t`cy djg bc pursucn by jgy typc hr skzc ha buskgcss rf, cvcg by ghhr-prht hrejgkzjhgs? 

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Ihwcr dhst strjtcey ks t`c jbkikty ha j dhfpjgy hr j buskgcss ugkt th ncskeg, prhnudc, jgn fjrmct j dhfpjrjbic prhnudt fhrc cdkcgtiy t`jg kts dhfpcthrs. Nkcrcgjhg strjtcey ks t`c jbkikty ha j dhfpjgy th prhvknc ugkquc jgn supcrkhr vjiuc th t`c buycr kg tcrfs ha prhnudt qujikty, spcdkji acjturcs, hr jcr-sjic scrvkdc.

\hrtcr aurt`cr prhphscs t`jt j rf‛s dhfpcvc jnvjgtjec kg jg kgnustry ks nctcrfkgcn by kts dhfpcvc sdhpc, t`jt ks, t`c brcjnt` ha t`c dhfpjgy‛s hr buskgcss ugkt‛s tjrect fjrmct. Bcahrc uskge hgc ha t`c twh ecgcrkd dhfpcvc strjtcekcs (ihwcr dhst hr nkcrcgjhg), t`c rf hr ugkt fust d`hhsc t`c rjgec ha prhnudt vjrkccs kt wkii prhnudc, t`c nkstrkbuhg d`jggcis kt wkii cfpihy, t`c typcs ha buycrs kt wkii scrvc, t`c echerjp`kd jrcjs kg w`kd` kt wkii scii, jgn t`c jrrjy ha rcijtcn kgnustrkcs kg w`kd` kt wkii jish dhfpctc. ^`ks s`huin rccdt jg ugncrstjgnkge ha t`c rf‛s ugkquc rcshurdcs. Tkfpiy put, j dhfpjgy hr buskgcss ugkt djg d`hhsc j brhjn tjrect (t`jt ks, jkf jt t`c fknnic ha t`c fjss fjrmct) hr j gjrrhw tjrect (t`jt ks, jkf jt j fjrmct gkd`c). Dhfbkgkge t`csc twh typcs ha tjrect fjrmcts wkt` t`c twh dhfpcvc strjtcekcs rcsuits kg t`c ahur vjrkjhgs ha ecgcrkd strjtcekcs ncpkdtcn kg Akeurc 1—3. U`cg t`c ihwcr-dhst jgn nkcrcgjhg strjtcekcs `jvc j brhjn fjss-fjrmct tjrect, t`cy jrc skfpiy djiicn dhst icjncrs`kp jgn nkcrcgjhg. U`cg t`cy jrc ahduscn hg j fjrmct gkd`c (gjrrhw tjrect), `hwcvcr, t`cy jrc djiicn dhst ahdus jgn nkcrcgjhg ahdus. Jit`hue` rcscjrd` nhcs kgnkdjtc t`jt cstjbiks`cn rfs pursukge brhjn-sdhpc strjtcekcs hutpcrahrf rfs ahiihwkge gjrrhw-sdhpc strjtcekcs kg tcrfs ha RHJ (Rcturg hg Jsscts), gcw cgtrcprcgcurkji rfs `jvc j bccr d`jgdc ha survkvkge ka t`cy ahiihw j gjrrhw-sdhpc rjt`cr t`jg j brhjnsdhpc strjtcey. Dhst icjncrs`kp ks j ihwcr-dhst dhfpcvc strjtcey t`jt jkfs jt t`c brhjn fjss fjrmct

 

jgn rcqukrcs ’jeercsskvc dhgstrudhg ha cdkcgt-sdjic ajdkikcs, vkehrhus pursukt ha dhst rcnudhgs arhf cxpcrkcgdc, e`t dhst jgn hvcr`cjn dhgtrhi, jvhknjgdc ha fjrekgji dusthfcr jddhugts, jgn dhst fkgkfkzjhg kg jrcjs ikmc R&N, scrvkdc, sjics ahrdc, jnvcrskge, jgn sh hg.‖ Bcdjusc ha kts ihwcr dhsts, t`c dhst icjncr ks jbic th d`jrec j ihwcr prkdc ahr kts prhnudts t`jg kts dhfpcthrs jgn sii fjmc j sjsajdthry prht. Jit`hue` kt fjy ght gcdcssjrkiy `jvc t`c ihwcst dhsts kg t`c kgnustry, kt `js ihwcr dhsts t`jg kts dhfpcthrs. Thfc dhfpjgkcs suddcssauiiy ahiihwkge t`ks strjtcey jrc UjiFjrt (nksdhugt rctjkikge), FdNhgjin‛s (ajst-ahhn rcstjurjgts), Ncii (dhfputcrs), Jijfh (rcgtji djrs), Jink (erhdcry sthrcs), Thut`wcst Jkrikgcs, jgn ^kfcx (wjtd`cs). @jvkge j ihwcr-dhst phskhg jish ekvcs j dhfpjgy hr buskgcss ugkt j ncacgsc jejkgst rkvjis. Kts ihwcr dhsts jiihw kt th dhgguc th cjrg prhts nurkge fcs ha `cjvy dhfpchg. Kts `ke` fjrmct s`jrc fcjgs t`jt kt wkii `jvc `ke` bjrejkgkge phwcr rcijvc th kts suppikcrs (bcdjusc kt buys kg ijrec qujgcs). Kts ihw prkdc wkii jish scrvc js j bjrrkcr th cgtry bcdjusc acw gcw cgtrjgts wkii bc jbic th fjtd` t`c icjncr‛s dhst jnvjgtjec. Js j rcsuit, dhst icjncrs jrc ikmciy th cjrg jbhvc-jvcrjec rcturgs hg kgvcstfcgt. Nkcrcgjhg ks jkfcn jt t`c brhjn fjss fjrmct jgn kgvhivcs t`c drcjhg ha j prhnudt hr scrvkdc t`jt ks pcrdckvcn t`rhue`hut kts kgnustry js ugkquc. ^`c dhfpjgy hr buskgcss ugkt fjy t`cg d`jrec j prcfkuf ahr kts prhnudt. ^`ks spcdkjity djg bc jsshdkjtcn wkt` ncskeg hr brjgn kfjec, tcd`ghihey, acjturcs, j ncjicr gctwhrm, hr dusthfcr scrvkdc. Dhst ahdus ks j ihw-dhst dhfpcvc strjtcey t`jt ahduscs hg j pjrduijr buycr erhup hr echerjp`kd fjrmct jgn jcfpts th scrvc hgiy t`ks gkd`c, th t`c cxdiuskhg ha ht`crs. Kg uskge dhst ahdus, t`c dhfpjgy hr buskgcss ugkt sccms j dhst jnvjgtjec kg kts tjrect scefcgt. J ehhn cxjfpic ha t`ks strjtcey ks \htijd` Dhrphrjhg, j fjguajdturcr ha thkict ssuc. Rjt`cr t`jg dhfpctc nkrcdtiy jejkgst \rhdtcr & Ejfbic‛s D`jrfkg, \htijd` fjmcs t`c `husc brjgns ahr Jibcrtshg‛s, Tjacwjy, Ocwci, jgn fjgy ht`cr erhdcry sthrc d`jkgs. Kt fjtd`cs t`c qujikty ha t`c wcii-mghwg brjgns, but mccps dhsts ihw by cikfkgjge jnvcrskge jgn prhfhhg cxpcgscs. Js j rcsuit, Tphmjgc-bjscn \htijd` fjmcs ;2% ha t`c prkvjtc-ijbci bjt`rhhf ssuc jgn hgct`krn ha jii bjt`rhhf ssuc shin kg Ucstcrg S.T. erhdcry sthrcs. Nkcrcgjhg ahdus, ikmc dhst ahdus, dhgdcgtrjtcs hg j pjrduijr buycr erhup, prhnudt ikgc scefcgt, hr echerjp`kd fjrmct. ^`ks ks t`c strjtcey suddcssauiiy ahiihwcn by Fknjfjr Dhrphrjhg (nkstrkbuthr ha `jiji ahhns), Fhrejg Fhthr Djr Dhfpjgy (j fjguajdturcr ha dijsskd Brks` sphrts djrs), Gkdmcihnchg (j djbic d`jggci ahr d`kinrcg), Hrp`jecgkx (p`jrfjdcudjis), jgn ihdji ct`gkd erhdcry sthrcs. Kg uskge nkcrcgjhg ahdus, j dhfpjgy hr buskgcss ugkt sccms nkcrcgjhg kg j tjrectcn fjrmct scefcgt. ^`ks strjtcey ks vjiucn by t`hsc w`h bcikcvc t`jt j dhfpjgy hr j ugkt t`jt ahduscs kts chrts ks bccr jbic th scrvc t`c spcdkji gccns ha j gjrrhw strjtcekd tjrect fhrc ccdvciy t`jg djg kts dhfpchg. Ahr cxjfpic, Hrp`jecgkx ks j sfjii bkhtcd` p`jrfjdcudji dhfpjgy t`jt jvhkns `cjn-th-`cjn dhfpchg wkt` bke dhfpjgkcs ikmc Jstrj_cgkdj jgn Fcrdm by ncvcihpkge ’hrp`jg‖ nrues th tjrect nkscjscs t`jt jcdt acwcr t`jg 2