strategic mgt 1 - MGT 4195 Strategic Management Fall 2010...

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MGT 4195 Strategic Management Fall 2010 Shanti D. Agung Georgia Institute of Technology
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2 Source: www.lonelyplanet.com
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French Luxury Food Industry square4 2.8% of the country’s exports square4 Symbolic industry square4 Offerings include 3 square4 High-end gourmet restaurant square4 Rare and exotic produce square4 Gastronomic creations square4 Joconde éclairs Source: [email protected]
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Fauchon square4 Founded in 1886 square4 Contract with Air France (+) square4 1990s: Enter mass-market retail (+/-) square4 1998: Expand internationally (-) 4 square4 2000s: Re-center its brand on its traditional strength (+) square4 Consolidate home market square4 Reach growing international market Source: [email protected]
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What is strategy? What is competitive advantage? 5
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When does strategy result in competitive advantage? 6
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Sources of competitive strategies square4 Where do the difference and preservation arise from? square4 Choice of activities square4 What activities are performed 7 square4 How activities are performed square4 All activities Source: Porter, M. 1996. What is Strategy? Harvard Business Review
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Southwest Airlines 8
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How do choices of activities give rise to difference and its preservation? (1) square4 Unique square4 Activities square4 Combination of activities 9 Source: Porter, M. 1996. What is Strategy? Harvard Business Review
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Starbucks 10
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11
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How do choices of activities give rise to difference and its preservation? (2) square4 Trade-offs square4 What to do square4 What NOT to do square4
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